Summary
Advertising is one of the most difficult aspects of any business. You need to make sure that you get the target audience just right, tailor your adverts to them and seek out the people that you feel will be most suited to the products and services that you have to offer.
One of the most successful forms of marketing is an exhibition. This is because face to face marketing makes it more difficult to say no to purchasing a product due to the rule of reciprocity. If you offer to give each potential customer some of your time, they feel obliged to give you something in return.
However, when it’s your responsibility to plan and organise an exhibition for multiple companies, there may be things to consider and relationships to develop in order to make the exhibition successful and allow the guests and businesses to feel that they have gained something from their day.
Your exhibition plan should contain aspects of health and safety, risk assessments, floor planning, hospitality and refreshments, invites, organising the needs of the businesses attending and most of all, you will need to do all of this within your set budget, which isn’t always an easy feat.
- To create a sensible and structured exhibition plan.
- To develop relationships internally and externally.
- To understand the needs of your partners to aid with a floor plan that makes sense to your guests.
- To become a leader of a team to carry out the exhibition seamlessly.
- To understand the needs of your guests and ensure they gain something from the exhibition.
- To ask for and act upon constructive feedback to make continuous improvements.
- To maintain high standards and manage individuals that don’t perform to the highest standards.
- To manage difficult conversations and relationship breakdowns between partners.
- To understand the advertising needs of each business and work with them to create the most beneficial customer journey.
- To set and adhere to an accurate agenda using time management skills.
This course is designed for anyone who is responsible for planning or managing an exhibition. It would be most beneficial for:
- Hospitality Graduates
- Planning Managers
- Site Managers
- Partnership Managers
- Event Managers
- Facilities Teams
- Team Leaders
- Account Managers
- Sales Representatives
- Social Media and Marketing Managers
This course uses a variety of adult learning methods to aid full understanding and comprehension. Participants will conduct practical exercises to learn the most effective models for event planning. They will conduct journey mapping group sessions to understand timing, layout and walkthrough diagrams.
Each participant will undergo a group role-play session to discuss the most effective hospitality packages with clients and businesses and discuss budgeting models and tips and tricks for exhibiting on a budget.
Course Content & Outline
- How exhibitions can help businesses.
- Your role as an exhibition manager.
- How to manage an events team productively.
- Your goal as an exhibitor.
- Understanding your Return on Investment (ROI).
- Selecting the target audience.
- Understanding the requirements on each business in attendance and their goals from the exhibition.
- Creating a customer journey map based on the exhibition goals.
- Deciding on open invitation or invite only.
- Marketing techniques to reach the target audience.
- Setting and sticking to your budget.
- Risk assessment gathering for businesses and location.
- Health and safety protocol and reenactment.
- Your 14 element safety plan.
- Budgeting and creating a risk management fund.
- Tips for exhibiting on a budget.
- Negotiation and relationship building with exhibitors.
- The mindset of the guests.
- Marketing methods utilised between businesses.
- Building mutually beneficial relationships.
- Event zone management.
- Your agenda and getting everyone to agree.
- Creating your strategic framework from start to finish.
- Monitoring performance throughout the day.
- handling complaints constructively.
- Asking for feedback and aiming for continuous improvement.
- Business continuity in the event of a problem.
- Reviewing competitor performance and how to make positive changes.
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Holistique Training draws distinction as one of the pioneers in the field of training and professional development solutions since 2008.