Smart planning and consistent monitoring … the key to expo success

Oct 11, 2018, Author: Hello Joburg

While exhibiting at a major trade show can potentially yield positive returns for a consumer brand, products won’t simply fly off the shelves without intensive planning. Johnny Malherbe, show manager at the Rand Show, explains how exhibitors can gain the most of their investment, not just at the Rand Show, but at any exhibition!

It goes without saying that any stand at an exhibition is only as effective as the amount of work the brand itself puts behind it. A traditional above-the-line advertisement is easy to place, with minimal direct intervention other than responding to inquiries. An investment in an exhibition stand, on the other hand, calls for more than just money – it requires a lot of thought, time and effort.

Use these tips to ensure you get the most bang for your buck!



Activating a great stand at a major trade exhibition like the Rand Show involves much more time than the ten days over which the show runs.

To achieve the most out of your stand, you need to dedicate some time for thorough planning. This strategic phase is where you set out the business objective, conduct a location recon, allocate resources, plan logistics and material, and define your measurement criteria and follow-up steps.


While ‘booth babes’ might attract (some) visitors to the stand, the people who will keep customers engaged and sell them products are knowledgeable experts. Stands manned by skilled company employees are more effective in expressing the brand culture and company values, and in moving stock.


Pitching and Measurement

It is vital to set out a daily measure of your stand’s success, along with an intervention process should it be falling short.

More than likely, success is driven by a clear concise message. A visitor who’s gone to the trouble of travelling to the festival, finding parking and walking to your stand is more likely to buy from you than someone seeing an ad in the newspaper or TV, so make sure to get your pitch right ahead of time. Measurement can vary from penetrating a new segment to increasing sales, but this needs to be monitored closely throughout the campaign.



Unfortunately, too many exhibitors take visitor details and fail to follow up once the show is over. When a visitor leaves their contact details and asks for more information, this is a great opportunity to not only close a sale but to establish a relationship – and possibly a lifelong brand advocate. Make sure that every lead generated during the show is followed through, preferably by the same person who made the initial contact.

**BOOK** Exhibitor bookings for the 2019 Rand Show are well ahead of target, with over 90% of 2018 exhibitors showing a strong interest to return after the 2018 Show yielded exceptional results for them. Make sure to book your spot for 2019 to ensure you don’t miss out

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