Events
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I have led Event Management & Organisation for various events, both as an Exhibitor and as an Event Manager.
As an Exhibitor I have been involved in:
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As an event organiser I have been involved in the preparation and promotion of various events:
All of these events require a unique approach, Masterclass, for instance, require room preparation, the sourcing of suitable speakers, creation of handouts, provision of refreshments and promotion to potential delegates. Large-scale events, such as the Business & Trade Expo, require significantly more time and effort. You can find out more about how I organised and promoted the Expo in the case study below.
- Networking & Meetings
- Masterclasses
- Product launches
- Expos
All of these events require a unique approach, Masterclass, for instance, require room preparation, the sourcing of suitable speakers, creation of handouts, provision of refreshments and promotion to potential delegates. Large-scale events, such as the Business & Trade Expo, require significantly more time and effort. You can find out more about how I organised and promoted the Expo in the case study below.
Coventry & Warwickshire Chamber of Commerce Business & Trade Expo
While employed by the Coventry & Warwickshire Chamber of Commerce I organised the largest Business & Trade Expo in the area.
How did I achieve that?
How did I achieve that?
Situation:
Amongst other events organised by the Chamber the Expo is the largest and most resource-demanding event in the calendar year. The Chamber events team, headed by me, had to organise two in 2014 creating two critical problems: selling around 150 stands and filling the event with guests. The Chamber isn't necessarily looking for profit, it runs such events for the benefit of its members and any profits from selling stands is reinvested in event promotion and venue hire.
Get exhibitors:
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The key to a successful Expo is to have a long exhibitors list which will attract many visitors, however, there must be a limit to companies with similar offerings unless the Expo is focused on a certain industry. The easiest way to bring in many exhibitors is to sell the space for a low price and change the price closer to the event to sell out any remaining stands. Early bird prices help to bring initial exhibitors, which will attract further exhibitors who will pay the full price. It's also beneficial to include some free stands during the promotion period via competitions. Using a personal approach to invite certain companies who are influencers in the area or nationally has also proved effective when seeking to attract further exhibitors.
All exhibitors should be contacted on regular bases prior the event to inform them of new exhibitors, activities on the day, such as seminars and presentations, and receive an invite to a launch event. This is an important event with invited speakers that offers exhibitors useful information and tips on how to promote themselves during the Expo. It also helps to introduce potential exhibitors to the event. 
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Get sponsorship:
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Since the expo is non-profit-seeking it carries some costs that need to be covered. For example, the exhibition space hire, promotion via radio and newspapers, print of visuals for the day, such as a floor plan etc, all carry a significant cost. The best solution is to find a sponsor. A single sponsor, who pays a substantial amount covering all extra costs is the easiest solution as it reduces the time spent sourcing individual sponsors. Single packages with all options for sponsorship should be offered to only selected companies and its cost should remain non-negotiable.
However, various sponsorship options should also be offered to exhibitors who wish to stand out or companies who do not want to exhibit but still attend. These could be items of promotion or giveaways in visitor bags, adverts in exhibitors guide, seminar sponsorship etc. |
Attract visitors:
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High footfall doesn't happen without a rigorous and extensive promotion of the event and its exhibitors. The use of local media (radio, newspaper, YourCall magazine) combined with direct mail, flyer distribution via mail and during events and display of promo posters in strategic areas is a winning strategy. The exhibitors should help too and spread the word about being part of the event. They can change their email signature, send invites or personally invite visitors and give them visitor passes with their company name on. The most passes handed in on the day will guarantee a free stand to the named company during next Expo. Similar incentives help to spread the word. It is important to remind potential visitors on numerous occasions of the date, location and time that the event takes place. The words 'FREE EVENT' also attracts visitors and exhibitors.
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Organisation of the day:
The day should run as smoothly as possible. Exhibitors should receive their stands in the condition indicated on their booking form (electric, cloth, table, corner stand) to avoid any problems. Good paper keeping is a must. Organisers must provide enough staff on the floor to support any requests and their attitude must be polite and helpful. Good signage and efficiently designed room layout will avoid unnecessary questions. All visitors are potential future exhibitors and their impression of the Expo is important. Let them feel all is going well.
Sell next Expo:
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Since the Expo is an annual event it is good idea to make visitors and exhibitors aware of that. Give them the opportunity to book a stand at the next Expo with a discount. Don't forget to give them a deadline for when they have to fill in their booking form to receive the stand for the reduced or early bird price.
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Follow up:
During the process of booking and also on the day via raffles etc. you will have gained many vital contacts. Follow up, send them a direct mail asking how it went? Did they enjoy the day and mainly did they follow up with new contacts? Feedback is important as it can improve future events. And of course, reply to any feedback!
