Exhibitors should know that they have the responsibility for making their participation at exhibitions a success, an exhibitions and public relations expert has said.
Contributing to a discussion on business event themes and exhibition participation on the Business Events Zimbabwe Whatsapp group recently Magna Carta Lead Consultant and former Zimbabwe International Trade Fair (ZITF) Company Public Relations Manager, Lenox Mhlanga highlighted that exhibitors should not look up to exhibition organisers to feed the right number and quality of visitor traffic to their stands in order for their efforts to succeed.
“(A) point to note is that you (exhibitors) are responsible for the traffic that passes through to your stand. While exhibition companies provide the platform, it is the amount if work that you do to attract visitors to your stand that counts. I have watched with dismay as exhibitors pile blame on organisers for the poor traffic at their stand,” said Mhlanga.
Mhlanga, who has also been a judge during some editions of the ZITF, advised exhibitors to be proactive when it comes to exhibition participation in order to be successful at using exhibitions as a brand marketing tool.
“If you want quality visitors to your stand, then make them feel special by inviting them specially to attend. (The) ZITF Company (for example) provides special free tickets for you to take advantage of,” Mhlanga said.
Mhlanga also blamed poor preparation and resourcing on the part of exhibitors for their failure which they then apportion to organisers.
“I always say put your money where your mouth is. There is little point in exhibiting if you have no budget for it. It will be a waste,” he said.
He emphasised the need for training stand staff.
“Invest in training stand personnel, making sure (that) they are knowledgeable about your products and services and that they adhere to rules.
Mhlanga encouraged exhibitors to make the most of exhibitions by coming up with side events to get the right type of visitors in order to achieve their set objectives and targets.
“There are events that one organises around exhibitions such as media tours or cocktails, product demonstrations and executive consultation days where top executives are available on the stand. Bring your A game to the exhibition and avoid misrepresenting yourselves,” he said.