DoorCo is returning to the FIT Show this year, so marketing communications executive, Maili Lavin-Bailey, gives us advice on how to get the most out of the event.
FIT Show is the industry event where you get the chance to showcase your products, services and team to a captive audience. But, committing to an exhibition on the scale of FIT Show takes a significant investment in both time and money, so it’s essential to get the most out of everything the event has to offer.
Behind the scenes, it’s been an ongoing project for the DoorCo marketing team since we signed up in 2022. It’s my first exhibition in this industry and these are some of the things I have learned:
Choosing the space
The number of halls that FIT Show occupies means there are so many location options for your stand. So you need to think: What’s going to be the busiest entrance or walkway? Where are your competitors and your partners? Whose stand is usually busy? Location is arguably the most important aspect of your stand so take time to consider it carefully.
Using the space
Once you have chosen your stand space, you then have the task of designing a stand that not only showcases your business and meets your key objectives but also blows the rest out of the water!
The DoorCo marketing team is in the privileged position of having lots to talk about, but that brings its own set of challenges. Deciding what needs to go where in a space that once seemed huge (and now feels far too small!) is just like a jigsaw, it all needs to fit and make sense. The flow of a stand is also so important. Think about how people will approach and where you want them to pause.
Choosing the right stand builder to partner with is essential – one that can realise your plan, considers the environment around your stand, and meets your budget requirements.
Set the scene
Of course, to find that dream partner you need to give a detailed brief. Decide the theme of your stand early on and stick to it. Plans can evolve, but the essence of the project should remain consistent.
What product is the show centred around? Are you there to sell or build relationships? Do you want to entertain your visitors? These are all key considerations that should be part of your opening conversations. Taking the time upfront to discuss your goals and then carefully assessing the proposals really pays dividends in the long run.
Getting visitors
Remember that one of the main reasons people attend the FIT Show is to see innovations. It’s common that businesses choose to exhibit because they have something new to say – a new product or service to launch to that captive audience.
With the FIT Show just months away, it’s time to start marketing some of your exhibition plans across your channels. But how far should you take your message? Some choose to show the CGI images on their stand designs, while others keep their cards close to their chest.
Whatever your message, it’s important to find the balance between getting on the ‘must see’ list and giving your game away. It’s great for your visitors to be surprised with something new, first hand. This makes for a memorable event for all and helps you make a lasting impact on your customers and potential customers.
You’ll be hearing more about DoorCo’s plans as we edge closer to the show, so keep your eyes peeled and we look forward to seeing you on stand for the full DoorCo experience.
