Some practical tips for visitors and exhibitors at next week’s B2B Exhibition in Norwich.

Next week, businesses from across Norfolk will be heading to the Norfolk Showground for the annual B2B Exhibition. I’ve attended plenty of business exhibitions over the years and I’ve also been on the other side of the table as an exhibitor. They can be fantastic events for meeting people, finding new suppliers, building relationships and creating opportunities. But there’s a big difference between simply going to an exhibition and actually making the most of one.

So, whether you’re visiting or exhibiting, here are a few things I’ve learned.

If you’re visiting – talk to the exhibitors!

This is probably my biggest tip.

Don’t just walk around collecting pens and sweets!

Talk to people.

The businesses exhibiting have paid to be there because they want to meet people and have conversations. You don’t need to be interested in buying something from every stand you visit. Ask what they do. Tell them about your business. Find out who they work with.

You never know where a conversation might lead.

My top tip – leave your business card

If you have a good conversation with an exhibitor, leave your business card. It’s probably one of the easiest ways of making sure the conversation doesn’t finish when you walk away from their stand. When I’ve exhibited in the past, the business cards and contact details I’ve collected have given me a reason to follow up afterwards.

That follow-up might simply be:

“It was good to meet you at B2B…”

But now you’ve got another opportunity to continue the conversation. And that’s really what exhibitions and networking are about, starting conversations and building relationships.

If you’re exhibiting – give people a reason to stop

Standing behind a table covered in leaflets probably isn’t going to attract many people.

You need a hook.

I’ve exhibited at trade shows myself, and one of the things I always think about beforehand is:

Why would someone stop at my stand?

It doesn’t have to be complicated or expensive.

A game, competition, giveaway or something interactive can be enough to start a conversation.

The important thing is that it gives you the opportunity to engage with someone rather than waiting for them to approach you.

My top 5 ways to make your stand stand out

1. Have something interactive

A simple game or challenge can work brilliantly. A prize wheel, guessing game or quick competition gives people an easy reason to stop.

More importantly, it gives you an easy way to start a conversation.

2. Run a prize draw

Offer a worthwhile prize and invite people to enter by leaving their business card or contact details.

Just make sure you’re clear about how you’ll use people’s information and don’t automatically add everyone to your marketing list without the appropriate consent.

3. Keep your message simple

Someone walking past your stand should be able to understand what your business does within a few seconds.

Don’t cover your stand with paragraphs of text.

One strong message and a clear explanation of who you help is much more effective.

4. Get out from behind the table

This sounds simple, but it makes a huge difference.

Stand up. Smile. Say hello.

Don’t spend the day sitting behind your stand checking your phone or laptop.

You’re there to meet people!

5. Give people something to remember you by

Pens, sweets and branded merchandise are fine, but think about whether you can do something a little different. Ideally, whatever you give away should somehow connect back to your business or personality. The aim isn’t simply for someone to walk away with another free pen.

You want them to remember who gave it to them.

My exhibitor checklist

I’ve learned from experience that preparation makes exhibition day considerably easier.

My checklist would include:

• Business cards – more than you think you’ll need!
• Pull-up banners and signage
• Leaflets or something people can take away
• Competition/game and prizes
• Pens and notepad
• Phone charger/power bank
• Water
• Mints!
• Comfortable shoes – you’ll be standing for a long time
• A way of recording useful conversations and follow-ups

I’d also decide before the event what you actually want to achieve.

• Is it 20 good conversations?
• Five potential new clients?
• Meeting three potential referral partners?
• Catching up with existing contacts?

Having a simple goal gives the day some purpose.

Don’t forget the follow-up

This is probably where the real value of an exhibition happens.

You can have 50 brilliant conversations during the day, but if nobody follows them up, many will be forgotten within a week. Make some notes during the day and follow up with the people you genuinely want to continue conversations with. And don’t send everyone the same generic sales email.

If you talked about something specific, mention it.

“You mentioned you were struggling with…”

or

“We talked about introducing you to…”

That immediately takes someone back to the conversation you had.

Finally – enjoy it!

B2B isn’t just about selling.

The Norfolk Chambers describes this year’s event as bringing together more than 100 exhibitors and thousands of business professionals, with networking, workshops and other activities throughout the day.

For me, events like this are about meeting people.

Some conversations might lead to business next week. Others might lead to something in two years’ time. And plenty will simply be enjoyable conversations with other people from the local business community.

That’s networking.

So, if you’re heading to B2B next week, say hello to people, ask questions and start some conversations.

And don’t forget those business cards!

You never know where one conversation might lead.

Glenn’s Notebook – Business, life and everything in between.