Attending an event or a tradeshow can be as anxiety inducing as corralling the family ahead of a summer holiday.
Do we need electrical adaptors? Have we got plenty of time to get there? Are our documents up to date – and more importantly – have we packed them?!
Anyone familiar with exhibiting at events will be able to relate to some – if not all – of the above and will know just how nervy it can be the first time around.
So, to make the process of preparing for your next event as seamless as possible, we tasked our team of expert business advisers with providing their top tips for event planning.
Below, we’ve broken down their top tips into must-haves, nice-to-haves and need-to-knows. And of course, if there’s anything you think we may have missed, then please do let us know so we can keep it up to date!
Must consider…
Before you agree to exhibiting at any events, there are a few key things you must ensure you’ve ticked off…
- Licences to trade – Find out if you need specific approval to attend and if required, ensure you have printed off and are carrying the necessary licences. The event organiser may cover this for you, but it’s better to be safe rather than sorry!
- Insurance – Public liability insurance is crucial in case of accidents involving members of the public and also covers volunteers. If you employ staff -employers’ liability insurance is also essential. Please also check fully with your insurance company or business adviser that the relevant cover is in place before commencing to trade.
- Signage, marketing material and product displays – Make sure your brand is well-represented with professional signage, marketing collateral, and products that are easily visible and engaging.
- Staffing – Make sure you have enough people to handle the crowd. Depending on the size of the event, you may need two or three people to manage your stand efficiently.
- Tables and chairs – Bring enough seating and table space for both your team and customers if they need to sit while engaging with your products or services.
- Positioning – Where your stand is located at the event matters. If you’re in a low-traffic area, ask the organiser if you can be moved to a more visible spot.
- First aid kit – Safety first! Always have a basic first aid kit on hand for any minor injuries or incidents.
- Space and size evaluation – Confirm where your stand will be located and what the dimensions are. This will help you decide how to set up your display and what furniture and additional marketing materials are required.
- Power supply – Check if the venue provides access to electricity. If it doesn’t and you will need power, see if you can hire a generator in advance.
Exhibiting outdoors…
Outdoor events bring their own set of challenges, from unpredictable weather to the logistics of setting up a suitable stand.
Below are a few things to consider to ensure you’re best prepared for whatever the ever-unpredictable great British weather throws at you…
- Gazebo with adequate weights – If you require your own gazebo, ensure it can withstand wind and other weather conditions with adequate weights for stability.
- Marquee – If appropriate for the event, a marquee can offer additional shelter and a more permanent feel to your stand.
- Trade stand setup – Whether it’s a metal-framed or pop-up stand, bring all your marketing materials like pens, stress balls, business cards, and brochures to engage with potential customers.
- Table covers – Branded or professional-looking table covers add a polished look to your display while helping to really show off your brand.
Serving food…
Selling food or drink? If so, there are a number of key things to consider, including…
- Confirmation – Double check with the event organisers that they are okay with this and that it is allowed.
- HACCP course (food safety) – Ensure that someone on your team has completed a HACCP food safety course, which is often a legal requirement.
- Food hygiene – You need to have food hygiene signed off by the relevant local authority. If you’re pending inspection, confirm with the organiser if you can still trade.
- Product range – It may be a good idea to check with the event organiser about the best-selling food products at previous or similar events. You may then decide to tailor your product range for the event you’re attending.
- Essential equipment – Gas bottles, water supply, rubbish bags, fire extinguishers, fire blankets, and napkins are all essential. Don’t forget a generator if the event doesn’t provide power, either!
Nice-to-haves…
Adding some light, friendly touches to your stand can help draw people over while making it more likely they’ll stop for a chat to find out more. This could include…
- Decorative furnishings – Incorporate brand colours, logo-led leaflets, posters, and QR codes for your website to promote your business.
- Branded uniforms – If you have staff, branded uniforms help create a professional appearance and build brand recognition.
- Free samples – Everybody loves a freebie! Offer samples to attract passers-by and give them a taste of what your business has to offer.
- Competitions – Encourage social media engagement by offering a prize for people who follow you online. Make sure to check with the organiser regarding any competition criteria.
Extras…
The finer details can often make or break your event experience, therefore actioning the following can also be a huge help.
- Do your research – Scope out the event ahead of time to see if it’s a good fit for your business. Check social media for reviews and feedback from previous events.
- Weather conditions – Always keep an eye on the forecast, especially if you’re outdoors! If it’s windy or rainy, you may need extra weights for your gazebo or marquee.
- Manage your space – Ensure that you’re using all of the space available to you to maximise exposure.
- Arrive early – Give yourself plenty of time to set up, account for traffic or road closures, and take the opportunity to connect with other vendors. Some events without pre-planned layouts may also offer the best stands to those who arrive first, so it could be the difference between a hit and a flop!
- Collaborate with other stallholders – Build relationships with other traders at the event. You can offer discounts or follow each other’s social media pages to cross-promote.
- Promote your attendance – Let your audience know where you’ll be! Advertise your presence through social media, email, and even local media outlets and community groups on Facebook or Next Door.
- Live stream – Once you’re set up, consider doing a live stream on your social media platforms to further promote your attendance and even engage those maybe can’t attend this event but may pop along to future dates.
Preparation is the key when attending events and trade shows, however, no two events are ever the same, so the above checklist is very much a guide to try and ensure you are equipped for the most common scenarios.