How to make the most from your investment at Offshore Europe 2017

Preparation and planning for an exhibition is crucial.

As OTC Houston comes to a close the next big event on the oil and gas calendar is Offshore Europe in Aberdeen.

Offshore Europe 2015

If you are a confirmed exhibitor at Offshore Europe, you will undoubtedly have considered your objectives and identified what you want to achieve by exhibiting at the show.

This might be attracting talent for recruitment purposes, to launch a new product or innovation, raise the profile of your brand or to generate new leads – domestic and international.

Whatever your goal, make sure you give your business an excellent likelihood of achieving those objectives by planning for success.

Innes Associates is a team of communications professionals helping businesses like yours stand out, succeed and achieve great results from exhibitions around the world.

Our advice for Offshore Europe is to focus on the following:

  • Plan early.  Setting deadlines helps to ensure each stage runs smoothly from creating content to signing off designs.
  • Define your why. Identifying your key messages will help in preparing all content, resources and tools which promote and sell your business before, during and after the show.
  • Stand out in the crowd.  With over 500 exhibitors and attendees from more than 100 countries, make sure your brand, stand, people and products are prominent and memorable.
  • Inspire your team. Employees who show passion and enthusiasm will make your stand more welcoming and approachable.  We can deliver training for presentation purposes and exhibitions.
  • Read all about it.  If you have a great story to tell, there are many PR opportunities that we can help you tap into to ensure that you attract plenty of attention throughout the duration of the exhibition.
  • Get noticed.  From getting social on LinkedIn, Twitter and Facebook and sending email campaigns to showcasing demonstrations or presentations on your stand and appearing on OETV.  Need some help? You can contact us for any assistance.
  • Take the lead. You’ve done the leg work, now make it work for you. Ensure you have a mechanism on your stand to capture leads and that your team know about it.  Also, walk the floor, set up meetings, seek out customers and suppliers, and find out what your competitors are doing.
  • The show’s not over. The exhibition has gone well and you’ve made new contacts and captured lots of data, now don’t let that hard work go to waste. Follow-up leads and hold a debrief with your team.

If you’d be interested in speaking to us about how we can help you get the most out of exhibiting at Offshore Europe don’t hesitate to give us a call on 01224 452177.

Based in Aberdeen we can provide local, hands-on support for all your OE2017 exhibition, marketing and PR needs.

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Offshore Europe 2013 – it’s just around the corner

Make your stand space visually appealing.

Make your stand space visually appealing.

Offshore Europe 2013 is just around the corner but don’t let yourself be driven around the bend by leaving everything until the last minute.

The secret to making the most of exhibitions, events and trade shows is to be prepared.  Time spent now is time saved later – and costs can be more easily controlled if you have the luxury of time to play with.

The very first question to ask yourself is whether the event is right for your organisation? Stand space at major events is priced at a premium – and these events can be very worthwhile if you exploit their potential – but make sure it makes sense for you to be there.  Don’t feel pressured just because your competitors are exhibiting.  Remember you can always ‘walk’ the event instead.

Once you’ve made the decision to exhibit, your next priority is to secure the best possible site within your budget.  If you are a regular event exhibitor, chances are you’ll be given first refusal for the space you occupied last time. If the event is a new one for your organisation, get in early to try to give yourself as many options as possible. Bear in mind that a small stand with good footfall might be a better investment than a larger one that no-one passes.   It may sound obvious but paying for the stand space is only the start of the exhibition spend – you may also need to purchase or hire furniture, audio visual equipment, literature and giveaways so don’t blow the budget at the outset!

Once the space is secured, you can turn your thoughts to stand layout and design.  Never underestimate the importance of getting these two aspects right.  An uninspiring or tired-looking stand sends out the wrong message about your organisation and its products or services.  If you can’t be bothered to make an effort when trying to attract new business, then potential customers aren’t going to trust you to go the extra mile for them.  Work on making your stand space visually appealing, open and accessible and this will translate into increased visitors – and potential new sales leads.

Similar principles apply to your stand literature and giveaways: Put some thought into these at the outset and make sure you spend your budget on well designed literature and promotional products that people will read or use!  We’ve all heard tales about cupboards full of leftover giveaways – but equally you don’t want to run out of brochures halfway through an event.  Think through your targets for the event – how many leads are you expecting to generate? You’ll also need to brief your colleagues on the exhibition stand, so they are clear about who makes a suitable recipient and who is a timewaster.

Preparation for an exhibition doesn’t just refer to organising your stand and the associated marketing materials, you also need to promote your attendance and stand number to your target audience in advance.  This might include an electronic or physical mailshot to existing and potential clients, or something as simple as including an extra line in your email signature, stating your stand number and the event title and date.  Remember also to make full use of the publicity opportunities on offer from the event organisers, such as the exhibitors’ manual, trade show website and any event newsletters.  At the event itself, there may also be a press office on-site that you can target with any newsworthy announcements.  (Yet another aspect of the preparation is to ensure that you’ve thought about topics for press releases in advance and briefed your public relations agency accordingly!).

Seems like a lot to think about? Innes Associates has been working with clients to maximise the benefit they get from exhibitions, including Offshore Europe, for years.  If you’d like support with any aspect of your next event, drop us a line. We’d love to help you to prepare for success.