HOW TO EXCEL AT DEFENCE TRADE SHOWS
A Cubby Studio Guide
Cubby Studio’s Most Important Questions To Ask Before Exhibiting At A Defence & Security Trade Show
1 – Is our stand in the right hall?
You need to be findable to the right audience. The only way to guarantee this for trade shows is to book early, and once you are in the right spot one year, renew early! Once you lose a prime and appropriate position it can be difficult to get back, but also - if your company is diversifying, consider whether it is worth moving to the ‘Technology’ hall or ‘Maritime’ hall to present to new customer bases?
2 – Have we got the right people representing us?
Are these your best people or your available people?
Can you field technical questions?
Do you have ‘people’ people? Good looking people? A mix of male and female, experienced and junior, enthusiastic and wisened?
The decisions made on who represents your organisation goes to the base of your marketing iceberg - who personifies your brand voice? Is it about technical expertise? Confidence? Approachability? Adaptability? A combination of those with lived experience and expertise, and those with the right personality for trade shows.
Is every person working every hour of every day?
Putting the right team together, making sure they know their responsibilities, then keeping them fresh, upbeat and knowledgeable is key.
3 – How do our representatives look?
Physically, yes. Refreshed, ready and raring to go. But are they all in uniform? The same uniform, or different uniforms to represent different functions? Or, do casual clothes better tell our company story?
4 – How are we demonstrating our products and services?
Does your presentation do your products justice? Go all out to make your video, or your demo, something that shows your product in its best light - not just something that is convenient to take on the road. Once the show opens, your stand visitors won’t care if you didn’t have enough time to capture the right content, or whether transporting the accessories is easy or difficult - but they will know whether they found your product compelling or not.
5 – Who do we need to meet, and to what end?
Do you know who you want to speak to during the show? Other organisations? Particular competitors? Delegations from a specific nation?
Make a list - remember the shows are your chance to make connections as well as sales.
Have you publicised the fact you are there?
Once you meet people, how are you capturing contact details? What offers or suggestions are you following up with? Are these things coherent with your brand proposition?
6 – How early have we nailed down the logistics?
Once the stand is booked and your attendance is confirmed - arrange your staffing early (see Question 2). That then leads to transport, to accommodation, to food and drink required on the stand. To design support. Exhibition support. Technical support. Nail it all down well ahead of the event itself.
7 – Have we designed our stand correctly?
Does your presentation do your products justice? Go all out to make your video, or your demo, something that shows your product in its best light - not just something that is convenient to take on the road. Once the show opens, your stand visitors won’t care if you didn’t have enough time to capture the right content, or whether transporting the accessories is easy or difficult - but they will know whether they found your product compelling or not.
8 – Why will people remember us?
If, among hundreds of other exhibitors, you want to be remembered after the event then you need to answer the previous questions well. You will be findable by the right visitors. Your refreshed, switched on team will have made a good impression. Your stand will have looked great, and your services will have encouraged interaction.
Two more key questions, though. What about all of the above made you stand out above your direct competitors? And what plans do you have to promote your organisation afterwards?
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