Expo Essentials

Expo Essentials
A Practical Guide To Preparing For Trade Exhibitions

Chris van der Leer

1

Expo Essentials Chris van der Leer

Copyright (c) 2012 by Chris van der Leer
All rights reserved.

This publication is designed to provide authoritative information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or
other expert assistance is required, the services of a competent professional person should be sought.

This publication expresses the authors views and opinions. The information contained in this work is provided without any
express, statutory, or implied warranties. Neither the author, or their resellers, or distributors will be held liable for any
damages caused or alleged to be caused either directly or indirectly, by this publication.

This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any
means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission from the author.

First published 2013

Dewey Decimal System Category: 659 Advertising & Public Relations

ISBN (PDF) 978-0-473-23497-3
ISBN (iBook) 978-0-473-23498-0
ISBN (Softcover) 978-0-473-23495-9
ISBN (ePub) 978-0-473-23496-6
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Preface

A few months ago a colleague of mine asked for some guidance on preparing a stand
for a trade expo. On further investigation I was surprised to find how little
information there was out on the Internet which related to preparing for a trade
convention or industry expo.

I created some rough guidelines which they took away and implemented, fortunately
through careful, meticulous but flexible planning their trade show attendance was a
complete success and helped to kick start their fledgling business into motion.

Reading back through my notes, I realised that some of the points I had noted were
pretty good, so I reworked them and made them available to the general public. I
intend for this short book to be packed full of useful tips for anyone looking to attend
an event to exhibit.

Note that I am not affiliated with any organisation, nor am I trying to sell you
anything.

The advice which I offer to you is a result of personally exhibiting at various events
and I sincerely hope that these give you a comprehensive insight into turning your
trade expo attendance into a massive success, without breaking the bank, might I
add.

Good luck and dont forget to smile!

Chris van der Leer

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Contents

Deciding To Attend
Is attending an expo this right thing to do? Where should you consider exhibiting? These chapters are about understanding
what you are setting out to achieve.
Choosing a Single, Clear Objective ................................................................................................................................ 3
Choosing an Exhibition .................................................................................................................................................. 5
Drafting an Exhibition Plan ............................................................................................................................................ 6
Familiarise Yourself with the Exhibition Manual ........................................................................................................... 7

Planning The Show
All the research is done, now its time to start laying the groundwork for your attendance. This is the most important part of the
publication, so grab a notepad and some coffee and lets get started!
Prior Marketing .............................................................................................................................................................. 8
A Word on Mailing Lists ................................................................................................................................................. 9
Expo Stand Layout ....................................................................................................................................................... 10
Staffing & Training ....................................................................................................................................................... 14
Setting up the Stand .................................................................................................................................................... 16

The Big Day
The stand is ready, the team are briefed and you have your best salesperson hat on. Now it's time for you to face The Big Day
The Big Day .................................................................................................................................................................. 17

Closure & Follow Through
It was a great success, you accomplished your single, clear objective! But there is still some work to do
The Follow Through ........................................................................................................................................................ 20
Learning from the Experience .......................................................................................................................................... 20

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Choosing a Single, Clear Objective

This first step is critically important, and this is what we cannot stress the importance
of this question enough:

What do you want to achieve from attending an expo?

Before you answer, do bear in mind that by attending expos you have a golden
opportunity to get valuable exposure to a large number of customers who fit your
target demographic.

Therefore, it stands to reason that expos are primarily about meeting new customers
and using the opportunity to absorb them. Expos are not simply about making a sale,
because if you focus on this you are wasting your valuable investment of time and
money. Consider how your product or service will benefit from attending the expo in
the medium to long term.

To help you to answer this, here are a few reasons why organisations typically attend
expo type events:

Create sales opportunities
Conduct market research
To generate media relations
To build brand awareness
To generally improve customer relationships

If you are a small outfit a good mailing list is your most valuable asset, so we suggest
that you primarily use the opportunity to harvest contact information for potential
customers with the aim of reaching out to them after the fact. We have more advice
on mailing lists below. We also suggest that you focus on taking bookings for
consultations in the days following the expo, that way you can be assured that you
have definite leads to follow up on. You will need your diary with you.

Your exhibition objective(s) can be as challenging as you want to make them, but
remember you and your stand staff want to succeed, so be realistic, particularly if
youre exhibiting for the first time or setting show objectives for the first time. Keep
it real, but go big or go home.

So before you do any other planning, decide on a single, clear objective for attending.
All other decisions will revolve around this one, so make sure you are clear in what
you want.

5


Choosing an Exhibition

You might think that you already have this all figured but, but we invite you consider
a number of factors, namely:

Your single, clear objective.
Your target demographic
Your product or service (Including the cost and magnitude)
Your budget

Remember that the most obvious choice may not be the most appropriate to support
the outcome that you want. Dont buy into the event marketing do attend the show
because you believe it can deliver on your objectives and it fits into your overall sales
and marketing strategy dont attend because your sales team thinks you should be
there or because the show organisers convince you that its good idea.

Research what expos are happening around you, and think about what type of person
would be attending. Visualise your target demographic and find out what events they
will be attending. For example:

Middle aged couples with kids Home & Living Expo
Males 30+, some families Car show
Females Womens Expo
Females 18+ with some kids Females, 18+ with kids
Females, Middle aged / young professional couples Food show

The list of expos is extensive, have a look on the Internet to find events near you that
will meet your need.

6


Drafting an Exhibition Plan

Planning serves to focus efforts during the preparation phase.

There is no two ways about it, you need a plan. An exhibition plan will incorporate a
number of aspects to be covered and provides a basic framework for how you will be
going about making this happen. Of course, it is often tempting to just plunge in,
particularly if a number of people are involved and there is high motivation across the
board for a rousing achievement. It is very easy to underestimate the amount of time
or effort that will be needed, therefore going into the event with no firm blueprint of
action is likely only to jeopardize the entire outcome.

You will need to start preparing at least 6 months in advance , however some
companies with larger exhibition stands and a more complicated exhibiting schedule,
planning may need to start up to 12 months in advance.

An exhibition plan does not need to be a 17 page document with addendums - it can
simple be a put together as an email, or written on a whiteboard. A typical plan
should include the following sections:

1. Your Single, Clear Objective What do you want to archive by attending an
expo?
2. Your Budget How much do you have to spend.
3. Time schedule A list of important dates (printing deadlines, etc.)
4. Team members Who is responsible for doing what.
5. Prior marketing This should include what your marketing strategy is to
prepare for the event (read further).
6. The stand What is it going to look like, how are you going to research the
various options available to you?
7. Staffing levels and training Whos is going to be manning your stand and how
are they going to be trained? What objectives should they be achieving?
8. Transportation and logistics How are your items going to be moved to the
venue?
9. On-stand data capture / follow-up procedure for leads How is customer
information going to be captured and utilised?

Writing this all down is a valuable mental exercise for you and your team. If you still
think that you are immune to articulating your plan, consider the 7Ps

Proper Planning and Preparation Prevents Piss Poor Performance.

Crude, yet effective.
7


Familiarise Yourself with the Exhibition Manual

The exhibitor manual is usually issued by the organisers of the event. A lot of
organisations tend to make this available via a web portal or in some electronic
format.

Not enough people read the manual and it is strongly recommended that all attendees
read this as soon as it is received. By reading the exhibitor manual in the first
instance you will be able to identify key dates and actions with plenty of notice.

Make the time to read through all material issued to you as it contain all the
information you need to know about participating at your chosen show. It contains all
the rules and restrictions, preparation checklists, order forms for contractor services,
marketing forms for free PR and pre-show support, contractor information, build up
and break down schedules, fire regulations, accommodation and hospitality
information, floor plans, exhibitor lists and registration details, to name a few.

Depending on the type of stand space you order there will be rules and regulations
that you need to adhere to these are detailed in the manual.

Pay particular attention to:

The registration requirements you will need to sign in and collect security
badges, etc. Personnel working on your stand may be required to wear badges
for the duration of the show.
Restrictions around stand sizes..
Schedules for entry to the venue.
Contractor services information (stand
construction, water, cleaning, power and
internet).
There may also be information on only using
authorised contractors and Union limitations
when setting up your stand all important
stuff.
Liability insurance is sometimes required you
may need to contact your insurance company
and verify that both your exhibit and personnel
are covered for unforeseen circumstances.

8


Prior Marketing

Start ramping up a marketing strategy for the event right now. Do not leave this too
late.

If you can afford to be an event sponsor then great, but you cannot simply pay money
for your branding to be displayed and expect to reap the benefits of being credible.

Take advantage of any press release opportunities offered by the expo or relevant
trade publications. Build this into your marketing plan if you can.

Why not produce a Press Release as a part of your planning, not only does this look
good on your web site, it may raise your notability in your industry to contact trade
magazines and the like to announce your attendance.

Visitors to the expo may see your stand, recall your press release and trust your brand
even more. There are also many web sites on line which allow you to publish your
press release, this will add to your web rankings too.

Be aware however, that you can exhibit the air of being a sponsor when you are not.
This is okay if utilised appropriately.

Do your due diligence - contact the event organisers and build a rapport with them.
Leverage their experience and ask them:

What numbers they expect through (this helps to understand how many
brochures, freebies you will need to have on the day)
What their standard demographic is (This helps to see if those attending meet
your target audience)
What worked or didnt work in previous expos. (Lessons learned are always
useful)
Ask for the names of other confirmed exhibitors, and search the list for your
competitors.

Also work your existing mailing list be proactive with pre show mailers, advertising,
promotions and giveaways. Offer incentives to your existing customers to approach
your stand to have a chat with you.

Post a notice on your Web site with the show date, time, location, and your booth
number.

Remember: Perception is reality; if you dont plan to get those customers someone
else will.
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A Word on Mailing Lists

Having a mailing list is as simple as collecting a list of email addresses? Wrong. Should
you choose to use the opportunity to build your mailing list you must ensure that that
you follow some recommended good practices. Here they are:

1. Check into your local legislation around collecting contact details and strictly
adhere to them. Spam is a lead killer.
2. Do use your freebies to entice people to join your mailing list.
3. Do not keep confidential information in view of expo participants, i.e. not use
a single sheet of paper for multiple entries onto your mailing list. This raises
significant concerns around privacy where other attendees can view who has
signed up previously. 1 form per person is appropriate.
4. Do use a competition to entice people to subscribe to your mailing list. This is a
useful tactic as all individual entries can be placed into a sealed box to be
opened later. This dovetails nicely into the privacy concerns raised in item 3.
5. If you choose to use a competition, make sure that the prize is attractive,
perhaps bulk it up with a bottle of wine or hamper.
6. Carefully choose the information that you wish you collect and be wary of
collecting too much. The fundamentals are a first name and an email address,
however this depends on your needs.
7. Think about investing in software which remotely manages your mailing list.
This software will also allow entrants easy options to unsubscribe on line.
8. Organise someone to enter the data in days following the event so you can
follow up with your mailing list shortly after, when you tactfully announce the
winner of the competition.

Treat is collected information as gold. Do not share it, do not lose it and do not
bombard your mailing list with unneeded contacts.

10


Expo Stand Layout

Thousands of people attend your typical exhibition; however you have approximately
7 seconds to engage someones attention as they slowly stroll past, looking at the
stands on their left and right. You cannot stop everybody, but you can create an
inviting environment which draws people in and allows you to engage them for a few
minutes. You can also quickly hand them something which they can take away to view
later.

Think about your single, clear objective. What stand design will support the outcome?
What will allow your booth to stand out above the others?

The next most important advice is: Read the literature that is made available to you
by the event organisers. This material will include important information that you
need to know before you plan your stand (health and safety, etc). Its also worth
noting that some locations may be bound by Union rules (particularly in the USA)
when it comes to setting up the stand. You may not be allowed to set up your own
stand if tools are involved.

In some cases you might want to bypass the organisers and contact the convention
facility directly to obtain a more detailed floor planone showing columns, elevators,
food service areas, low ceilings, floor obstructions, and so on to avoid surprises.

You might event what to visit the location and peek through the windows to get a
sense of the layout.

We suggest that you dont skimp on your stand design; there are organisations out
there that will gladly help you to create the stand you want. Your investment to have
a stand created professionally will be worth the effect and expense. There are
hundreds of different stands out there (pop-up displays, banner stands, counters,
printed graphic panels, etc), each offering their own selling points do your research
before making an investment.

Consider renting an exhibition stand if you cant afford to buy one. Renting an
exhibition stand is often the right decision when:

The exhibition budget does not support the stand that you want in this case
an exhibition stand rental provides the perfect cost-effective solution.
You have a one off event which requires using a unique stand that will never be
required again.
You have two exhibitions at the same time and need to have a presence at
both.
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If you are exhibiting internationally, a locally rental exhibition stand reduces or
eliminates international shipping costs

When you have a multi-show programme or you know that you can use whole or part
of your modular exhibition stand after the show - it is almost always better to
purchase the stand than to rent it. If purchasing your stand you may want to think
about how you can utilise the equipment in the future and also where you will be
storing it.

It makes sense that if your stand looks like crap people will simply not stop. If you
stand is too intimidating, heady, droll, isolated, wordy, or cluttered people will not
be engaged and will simply move on to the next vendor.

Ensure that your exhibit clearly and effectively communicates the headline and body
copy from the aisle. As a rough guide, we recommend that your organization name is
professionally presented and located at the highest possible point in your exhibit. It
should be clearly visible from at least 20 feet away.

There is a lot to cover when covering the layout of your stand, so here are a few
general tips for you to expand upon:

Get an idea of what the venue is like, either by visiting and snooping through
the windows, or by checking the web site.
Go for a corner stand. This may be a little more pricy; however your exposure
time and potential contact rate will increase. You will also have more space to
exhibit.
Get a professional modular stand and /or poster stands if your budget can
support it. The cost will be worth it, these are an investment in your image and
may be reused in many different circumstances.
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Branding. Most of the time customers dont care about your quirky name or
your flash logo, they care about the product or service you are offering. Dont
go overboard on plastering your brand name over everything on your stand,
unless that is your specific intention.
Remember to make your display more like a billboard and less like a bulletin
board.
Colours. Make your booth stand out - pick your colours tastefully (see following
section).
Graphics. Provide large, clear imagery. If you cant afford to have posters
professionally printed, a laminated colour A3 print might just do the job. But
keep it big and clear.
Interactivity is a must. A data projector with photos running quietly in the
background will give folks something to look at. Avoid videos; punters simply
dont have the time to get sucked in by your 10 minute presentation. If you do
use videos, ensure that the video screens/monitors large enough and at the
right height for easy viewing. Some funky form of electronic gadgetry is useful
too. Something as simple as a small fan blowing a breeze where people cruise
past is an unexpectedly attention grabber. Always be considerate of the
neighbours of your booth.
Furniture. Avoid chairs. Every moment spent sitting down means your potential
contact rate decreases. Do have a flat, clear space near the front of your stand
for customers to write their details on.
Documentation. Always have some on display and in your hand. Go nowhere
without it. If you can afford it, an information pack is a good idea. We suggest
having some basic information in a really large, colourful bag. That way,
everybody elses material ends up in the largest, most colourful bag to hand,
and that bag is more likely to be kept for other purposes.
Lighting is important. The open and airy looks always much more attractive.
Its also good practice to know the policy of the expo around stand lighting and
power use.
Less is more. You may have a lot to exhibit, but you have much more to say.
Keep the stand clear of bags, paper, rubbish and other clutter. Give the eyes of
the beholders a clear path to the stuff that you really want them to see.
Consider acquiring additional space for storage, literature processing, customer
relations, audio visual equipment, and conference rooms.
Try to set it up before event. This will immediately identify any issues that may
arise with the layout, colour scheme, etc.

It is always a good idea to remove proprietary information, equipment and all
computers on a nightly basis.

A word on using colour this can be tricky. Be wary of what the colours you choose
they may impart the wrong perception on your punters.

13


Colours to use:

Red is often used to evoke erotic feeling and is also commonly associated
with energy, danger and intensity.
Pink signifies romance, love, and friendship. It denotes feminine qualities
and passiveness.
Orange represents enthusiasm, fascination, happiness, creativity,
determination, attraction, success, encouragement, and stimulation.
Orange is very effective for promoting food products and toys.
Yellow produces a warming effect, arouses cheerfulness, stimulates mental
activity, and generates muscle energy.
Use green to indicate safety when advertising drugs and medical products.
Green is directly related to nature, so you can use it to promote 'green'
products. Dull, darker green is commonly associated with money
Blue symbolizes trust, loyalty, wisdom, confidence, intelligence, faith,
truth, and heaven. Avoid using blue when promoting food and cooking,
because blue suppresses appetite.
White is associated with coolness and cleanliness. You can use white to
suggest simplicity in high-tech products.

Colours to avoid:

Gold often symbolizes high quality but can be tacky. Its a fine line.
Brown suggests stability and denotes masculine qualities.
Black gives the feeling of perspective and depth, but a black background
diminishes readability. Black usually has a negative connotation (blacklist,
black humour, 'black death').

It does not hurt to get to the event location early so you can make sure all of your
display items and accessories are set up correctly. This also helps you to find the best
parking, where your cars company logo is on display in a prominent position.

Now that is a useful guerrilla marketing tip for you

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Staffing & Training

This is the single most important of exhibiting at events. You must not neglect this
area, the readiness of the staff manning your trade stand and their level of training
can very easily make or break your event.

Its best that you clearly set their expectations beforehand, dont beat around the
bush. Working on a trade stand is hard work. Therefore you should select reliable
individuals that can convey your message consistently throughout the entire period of
the exhibition.

Not everyone is well suited to effectively and
positively stand booth duty and perform the duties
required during all scheduled hours of the show.
You may need to face up to the fact that you may
not be the best person to represent your product.

The people selling for you should be fit, have an
engaging personality and should be able to live
without cell phones and cigarettes for a few hours.

The people that you select to represent you should
have an engaging personality, be quick to learn
about your product and they should know how to
smile.

Its a good idea to have a group briefing session before the event, that way all team
members can meet each other and know that everybody is working towards the same
common goal. We suggest the making the following preparations for your
representatives:

Communicate your single, clear objective with them.
Include a comprehensive product briefing. What do you do / sell, how it works,
what the benefits are, how much it costs, etc. A sample of the product /
service is a good idea too, as is providing a sample sales script.
Agree on what type of customer gets the free gifts. What characteristics do
they exhibit?
Communicate their daily targets. One of the main purposes of exhibiting at any
exhibition is to obtain leads. These should be collected efficiently either by
using a simple enquiry pad, or an electronic bar coder. Whatever method is
chosen, ensure all the details regarding the clients interests, are captured.
Be clear about what behaviour you expect from them when they are
representing your brand. Remind them to smile and look people in the eye.
15


Communicate a suitable dress / grooming code for representing your product or
service. Consistent clothing looks professional, comfortable shoes are a
godsend.
Also include an explanation on how the stand works and where the additional
marketing supplies are. Also explain how the interactive technology operates.
Give them a sustenance pack for the day, including a nutritious snack, water
bottle, mints (not chewing gum), your cell phone number and working pen or
two. This minimises their time away from your stand.
Remind them that having breakfast on the day will be important because they
will be expending a lot of energy on their feet and engaging with people.

Most importantly: Look after your people and dont neglect them. Keep them
energised and motivated. They are selling your product and service and essential to
your single, clear objective.

16


Setting up the Stand

Your exhibitor manual will list the times where set up can be performed. You will be
working with contractors to set up your stands, however you do have some
responsibilities to make sure that your stand is set up according to exhibition manual.
Most of this is common sense, but still can be missed in the rush of the moment:

Be aware of keeping access to emergency exits clear.
All cords at any doorways or across any aisles must be securely taped down and
covered with carpet if possible.
Protect the carpet, use drop cloth as appropriate.
Avoid naked flames.
Disabled access some locations may require your stand to comply with
regulations around access for disabled folks, so ensure that you comply to local
legislation (For example, in the USA exhibitions are classed as public
accommodations under the provisions of the Americans with Disabilities Act
(ADA).)
In the interests of security do not list contents on outside of boxes (Laptop,
projector, etc.).

17


The Big Day

The planning is done, the stand is erected, the staff are briefed, fed, motivated and
dressed to thrill. The real work begins now.

You will enjoy the experience if you go into it with the intention of having FUN! You
will spend a day in vibrant surroundings promoting something that is passionate to
you, so go into it with an upbeat, positive and happy attitude. Prepare yourself
however: You will need to reach out and speak with strangers. Its tough, but you will
not achieve success unless you extrovert yourself. This is your moment, make of it
what you will.

Firstly, go around and meet the neighbours. Ensure that your space is not encroaching
on theirs and that they know who you are in case they need to have a chat. Explain to
them what you do, offer to mind their stands if they need to nip off for a break.
Remember, the point of your presence is to build your profile with all attendees, even
your fellow exhibitors. See this as your warm up for the rest of your day to help get
you into stride.

Smile. Look people in the eye when you talk to them. Speak with confidence. Invite
conversation by asking questions.

We are not going to forensically discuss
engagement techniques here, but suffice
to say that smiling and looking customers
in the eye will be essential. Listen and talk
when appropriate. Care for the
conversation, but close the sale or contact
when appropriate. Collect details, be seen
to be handing out enticing freebies, make
and respond to advances. Maximise your
time on the stand. Talk to everyone and,
you guessed it SMILE!

If you are asked a question which you dont know how to handle, get the persons
details and promise to follow up with them with an answer. You now have a firm lead
with a reason to continue engaging with them.

If you are directly selling a product, focus on the closure. Your time is limited and
therefore it is good practice to guide the conversation through familiar territory to
the end result. Beware of time wasters, keep focused on your single, clear objective.
Your sales technique will require confidence and practice we recommend that you
read up on this and find your selling style.
18


Your free hand outs will be a very attractive draw card to potential clients and we
guarantee that they will give you an added edge when conversing with attendees. Use
them wisely and your investment will be worth it.

Put yourself in the mind of the expo attendee for a minute. Would you talk to the
quiet person standing on their own, looking at their shoes and looking unconfident? Or
would you respond better to the person who smiles, is interesting in what you have to
say because they look you in the eye and offers you something free to take home?

Here are a few bullets which you might find useful on the day:

Have a camera handy to record some of the customer interactions for your web
site or Facebook page. Keep a look out for the representatives from the press,
they will be the ones with the flashiest cameras and press cards. Free publicity
is the best kind. In saying that, depending on the event, the taking of
photographs or recording within the exhibit area may be prohibited without the
permission of the company being recorded.
Bring your cell phone changer.
Bring spare batteries, if required.
Keep a stash of press releases and media kits in your booth to hand out to any
media who stop by.
19


Program the event organisers and contractors contact numbers into your cell
phone, just in case.
Loudspeakers and carnival tactics will probably not be permitted, its
probably best not to risk employing them, unless you are so inclined.
We recommend that you get an early night beforehand and that you arrange
dinner for the nights of the expo. You will be mentally and physically drained
from all of your exertions, so look after yourself.
Keep the message simple - avoid displaying every product you have to offer,
but do have a few samples available if the opportunity arises.
Have some cash on you, you never know when it is needed.
Stay the course: Do not leave early. Events tend to taper off in the late
afternoon and it is tempting to pack up and head home. Many individuals arrive
at events during the afternoons; there is nothing more off putting than seeing a
stand being packed up prematurely.
Bring extra deodorant. Just trust me on this one.
Clean your space: When the expo is over leave your expo space in the same
state as you found it, this is merely good trade show etiquette.
Never leave cameras, laptops, camcorders, purses or other valuables
unattended at any time.

20


The Follow Through

Prospective customers need to connect their interaction with you with a follow up
within a day or two of the expo. Its important to follow up with your leads
immediately because they may forget you, their circumstances may change or
someone else may close the sale.

There is a range of ways that you can engage with your customers do some surfing to
find out how to use this information to its maximum effect.

Learning from the Experience

Its good practice to host a constructive feedback session with your team members to
learn from the experience.

Have a discussion on what worked and what didnt work and ask from suggestions
from all of your team members who contributed to the final outcome. Constructive
feedback is worth its weight in gold and will help you to learn from the experience to
make the next one much better all round.

Here are some sample questions for a lessons learned session with your team.

Could anything have worked better?
Did we prepare enough? If no, what needed more work?
Did we have enough time to set up the stand?
What worked really well?
What did our customers like the most about our attendance?
Did we have enough staff?
What can we do to encourage our customers to want to visit our stand?

21


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