CALL 020 8905 5445
0

End-To-End Exhibition – Part 3 – Post-Exhibition

follow-upAfter all the excitement at the exhibition, here comes the last and final phase where you need to keep your mind focused: the Post-Exhibition stage.

People often underestimate this stage and fail to realise the full potential of a good follow up process. The whole event would be a waste of time unless you are ready to dedicate the time and effort to follow up all prospects. Your window of opportunity is small as you need to keep top of mind, which is when you have to make contact with them (before the competition does!). As they say, strike while the iron is hot!

3. Post Exhibition

  • Standard email/letter template

Set up a standard email/letter template which you send to your prospect database, this letter will allow you to thank all your visitors for visiting your stand and to again give them basic information about your company and further website links for more information.  Do not forget to attach your brochure/prospectus with the email/letter you send out. The most important objective of the message you send is to let your prospects know that a member of the team will contact them in the next few days in order to consider their requirements more in detail.

  • Organise and categorise your leads

Now that you have sent your general follow-up message to all your leads, here comes the next important step, following up with each prospect, individually.

Following a successful exhibition you will have a large database of leads which you should categorise according to the respective level of urgency and importance: hot, warm and cold.  Categorise every prospect and focus on the hot leads first, making the follow up process more effective and successful.

Ensure that your team-members understand how to follow up with each type of lead and what they should say and ask. For example for a “hot” prospect you would give them a personal call 3-4 days following the exhibition and organise a face to face meeting showing your engagement and interest to work with them. For a “cold” prospect you might want to send out a series of emails to first of all gauge interest, find out if it’s worth further follow up, and if so, set up a telcon. Maintaining a centralised database will allow all members of your team to be aware of the progress on each prospect and makes the process manageable.

  • Define your team’s tasks

Depending on your numbers of prospects, you might need to split the categorised list and get several members of your team involved in the follow-up process. The best way to split up would be by hot, warm or cold prospects or depending on your business. Take the time to brief every one about what you are expecting from each category and what their objectives are. You can set up a target number of meetings or conversions that you would like each team member to achieve as well as potential incentives when they hit the numbers.

  • Evaluate your follow-up process

Now that you have taken the first steps of your follow-up process, it is important to consistently update your database with the latest prospect information. This phase will help you to correctly manage every lead and achieve their needs. It will also allow you to determine whom you really want to take a step further. A “hot” prospect at the first stage might become a “warm” one and vice versa.

This review process is also an efficient way to evaluate the whole exhibition and determine if it is worthwhile attending again. Getting at least 5 times return on your investment is a good indication of the exhibition’s success.  Say you invest £10,000 on the exhibition and the prospects you converted are worth £50,000, then by our calculations you’ve had a successful exhibition!

0

End-To-End Exhibition – Part 2 – At The Exhibition

Busy-Exhibition-Hall-ExcelPart 2 of our End-to-End Exhibition series of blogs takes us to a very exciting stage, the Exhibition itself! All theplanning and organising from “Part 1 – Pre Exhibition” has finally lead to the big day(s). What now?

Despite the stress and excitement, you need to stay focused and keep your eyes on any last-minute details. We will describe the different points you need to pay attention to, to ensure you have a successful exhibition. Now before we get to all that, one tip we can give you right away is to enjoy yourself. Exhibitions can be stressful, but if you go in with positive vibes they can be a lot of fun!

2. During the Exhibition

  • Stand organisation

Before the doors open for the visitors, make sure your stand display and layout are correctly placed. There is nothing more unprofessional than a panel that falls of during your discussion with a visitor. To ensure everything in your stand is properly in place, bring along a check list of design and build items to tick every little detail off. You also need a full contact list of contractors and suppliers just in case!

Normally exhibition shows allow you access at your stand one or two days before opening for build and dressing.  Also, we hope that this goes without saying, don’t forget to sweep, clean and polish your stand before the show starts!

  • Staff training

Your stand employees are a reflection of your brand and your professionalism. Make sure you organise a briefing session before the doors open to ensure each and every person knows what they need to do and achieve for the event. Having unprofessional and unengaging people operating your stand is a big no no! Just imagine walking into a show and having the stand operatives sitting down and just chatting with each other, not welcoming visitors over to their stand.

Your briefing session ensures a consistent precise message you want your visitors to get. The message is not only about “what they have to say” but also “how they should say it”. Body language and delivery is very important.

During this briefing session you will also reconfirm who will be responsible to welcome visitors, hand out flyers at the main entrance, walking around the exhibition to attract and inform visitors about your stand’s location and most importantly, who will be in charge of dealing and interacting with the visitors.

Of course, your team is dressed professionally and are briefed to smile and greet all visitors with a warm welcoming. A motivated and a well-informed team can really set you apart from your competitors!

  • Attract people

As you only have few seconds to attract visitors to your stand, make sure every action you take gives them reasons to come to you.

Develop a way of making eye contact with visitors; it will demonstrate your engagement and professionalism. Once you engage them in conversation, make sure you ask open questions which allow your potential client to give you more elaborate answers and enable you to better qualify them. Show them your interest by making them the centre of the conversation. From this initial discussion, you are able to establish what they are looking for at this exhibition, their level of interest and if they could be a potential prospect.

Be sure you always have your contact details (business card, flyers, prospectus, etc.) close to you ready to hand out to increase your visibility.

If you get time, walk around the exhibition; you never know who you might meet and what synergies are possible with other exhibitors and visitors!

0

End-to-End Exhibition – Part 1 – Pre Exhibition

Community-PlanninngExhibiting at trade shows is a great way to get exposure, interact with your target audience but most importantly to gain prospects and increase sales. The whole process of organising an exhibition must start off with clear objectives for your company. Is it market research, prospects, partners, or increased brand awareness you are after? Whichever combination it is make sure you plan ahead for it. Usually this involves all of the above.

Oxxygen has been involved with exhibition since the company’s inception, whether it is hosting and organising the Live@TheCounter show at the National Convenience Show or more recently organising Chopstix Group UK’s very first and successful exhibition at the British & International Franchise Exhibition Show (with over a 100 prospects captured!). There are three stages with organising an exhibition: Pre-Exhibition, Exhibition and Post-Exhibition. To help you out we have listed a few points you should follow Pre-Exhibition phase. Over the next two weeks, we will follow up with Exhibition and Post-Exhibition posts.

1.      Pre-Exhibition

Select the right exhibition/trade show

  • Research all the relevant exhibition and trade shows for your industry both (national and international if appropriate) and find out who the target audience is for these shows and what the visitor numbers are. You should only select and participate in exhibitions where the target audience matches that of your company and the visitor numbers are high enough to be worth your time and investment.

Negotiate a good deal

  • Meet the show organiser and ensure you get the right deal, whether this is the stand, additional marketing, and equipment. Remember the listed prices are never the final prices, push for a better deal! The position of your stand within the show is very important. Ask for prominent stand locations with high visibility and footfall. Stands close to the entrance or high profile exhibitors and feature areas always do very well!

Stand Format & Design

  • The next consideration here is the format of your stand, make sure it is appropriate to your business and allows for interactivity with your audience.  The design of your stand should be eye-catching as well, make it stand out from the competition! Make sure all the equipment and collateral build is agreed and delivered on time. You do not want to do any of this last minute!

Communications Material and Methods

  • Make sure you have plenty of communication collateral such as flyers and brochures prepared, printed and ready before the show. Freebies are a big hit with trade show audiences. To get exposure and create interest write and send out press releases about your company attending the show and make sure to add in points that are relevant and interesting to your target audience. To keep cost low you could contact and email your press release out to relevant industry magazines and journalists yourself as much as possible. If you have the budget you can enlist the services of a press release distribution firm.  
0
View Post
Petrogas begins Chopstix Noodle Bar forecourt partnership

Petrogas begins Chopstix Noodle Bar forecourt partnership

 
Applegreen
 
Chopstix has 45 restaurants across the UK, serving “healthier” Oriental fusion fast food
0
View Post
Chopstix targets estate of 600

Chopstix targets estate of 600

chopstix-logo

Chopstix, the fast growing noodle bar chain, is launching a franchise and licensing model to consolidate its restaurants and processes as it aims to have an estate of 600 – 800 UK restaurants, M&C Report has learnt.

The group currently operates 23 sites around the UK and has a further 22 under its existing franchise agreement which will be formalised with the launch of the new licensing model at the end of this week. Max Jenvey, marketing director for Chopstix Group and Oxxygen Marketing, told M&C Report the company is capable of achieving triple digit growth and building an estate of between 600 – 800 restaurants in the next five to 10 years. His prediction is based on the growing market segment that ethnic fast food is enjoying in the UK foodservice market according to Mintel’s Ethnic Restaurants and Takeaways 2015 report that shows actual market growth of 7% in 2014 and anticipated growth of 13% by 2019.

At present the company is opening an average of two new stores each month but Jevney believes there is scope to ramp this up to capitalise on the popularity of Asian food in the UK eating out sector. “This is the first time we have gone to market with a franchise model,” Jenvey said. “This whole exercise is about consolidation and bringing brand unification to the estate.” Under the consolidated licensing model Chopstix is looking to secure deals with UK wide groups such as motorway service station operators to deploy the brand within the UK market. “We have consolidated the brand and realised just how valuable the offer is and want to develop the existing estate and grow nationally and internationally.” The company has opened its first international restaurant in the Republic of Ireland under a franchise agreement with Apple Green – the motorway service station and forecourt F&B partner.

Jevney said early indications of the first week of trading are “amazing in terms of sales and customer satisfaction.” Internationally he said the group will grow “optimistically but realistically” into mainland Europe including interest from partners in Spain and Germany.

As Chopstix moves forward with the consolidation there will be a period that existing partners under the old franchise and licensing deal will be offered the chance to remain with the company under the much more formal agreement. As part of the consolidation Chopstix is developing new menu items and introducing new proteins and a children’s menu which, like the full menu, is MSG­free.

Founding partners, Menashe Sadik and Sam Elia said: “Following continued and accelerated growth over the last decade, and British Franchise Association accreditation, Chopstix Noodle Bar is now ready to support a franchise community, taking our company to the next level.