We all have fond memories of our first 'something' (well mostly fond memories!).

For many companies that exhibit regularly, the challenge is avoiding complacency and not looking the same each time. It requires focus to continually have the drive and excitement that makes people want to do business with you.

I am always saying to companies that it's important to focus on what's new, as everyone wants to see the latest and greatest. The need to present a different look is extremely important, while also retaining the brand image that buyers identify your company or products with. It's surprising how many companies don't update their image - they stick to the same layout and look for every show. For a small minority that's ok, however, in today's market it's about standing out, stepping up and presenting in a fashion where buyers are drawn to you. 

So how do you back up, time after time, and create a look that's inviting, different but UNIQUELY YOU?

Do you remember your first exhibition?

The initial effort and time you put into every aspect, from the layout, graphics, wall colour choice, product placement (what is up front or the "hero") to the staff you wanted , how they were dressed, etc. More importantly, do you remember the lessons you learnt from it? Today's market needs that nervous, excited anticipation you feel to give you the edge to succeed, so let's treat the next event as if it's your first!

This month I thought I would cover some of the things that you should consider, in the way of a check list, as if it was your first event.

The following check list is designed to get you to think.The large number of seasoned exhibitors receiving the newsletter will probably be inclined to skip some of the steps, and that's my point. It's time to go back to basics and check you have it right!For first-time exhibitors, this guideline should point you in the right direction.

• Plan 9-12 months before the event
• Establish your exhibition objectives
• Decide what products/product lines need to be displayed
• Hone in on your target audience, who are they, create a profile of them
• Determine the amount of space you require, and in your selection allow for special services if required
• Set a budget (and stick to it)
• Decide on a booth design that best meets your objectives and company image
• Establish if you can refurbish/use existing exhibit, or do you need a whole new one? Do you need a stand builder/designer or are you using the modular package provided by the organiser?
• Decide on what graphics and messages need to be displayed
• Think about any special inclusions that may need to be allowed for like electricity, communication
• Lighting, one of the most under estimated aspects - how will you light the stand?
• Pre-promotion: email, website, industry mag, official catalogue, personal letter - what will you do to get customers to stop by your stand?
• Look at what's new in your products/services and use the exhibition's official PR staff or company to promote
• Decide how many staff are needed and who they should be - you want your best. Carry out pre-show training to get the best results. What are they wearing - uniform, promo shirt?
• Debrief at the end of each day, have the courage to change your stand around if something isn't working or you sell out of one product and need to push another
• After the event carry out an evaluation of what did or didn't work