The organization of a fair is not too complicated, as long as you follow every pointer that we propose in this article. (Pssst, we will tell you all the keys steps to make your fair the most successful of all time)
Although participating in a fair means allocating an amount of capital, this is also a very good strategy that will guarantee great benefits for your company, such as attracting new clients, making new contacts, creating strategic arrangements, getting to know the competition…whatever your sector is! Because yes, there are fairs for everyone: cars, weddings, food, books, livestock, technology…
There are several elements to be taken into account when it comes to organising a fair, such as choosing the venue, the date, the theme, the sponsors… but do not worry! because thanks to our experience in planning, we are going to tell you right now all of the necessary steps that you should take so that your fair is a great success!
For the organization of your fair, follow these three steps:
They are not complicated at all, because they are divided into phases: before the fair, during the fair, and after it.
1. Before the fair
It will be necessary to start planning your event early, about 6 months before, and the first thing to do is:
Make a marketing plan
In which the situation is analysed, i.e.: carry out a SWOT analysis: strengths, weaknesses, opportunities and threats, as well as the context in which the fair is organised.
Identify the target audience: what is the profile of the participating company, the products and services that will be presented at the fair, etc. And the conceptualization, where the fair is described, the main attractions…
The objectives to be achieved, both commercial and marketing, must also be set out, setting out the expected turnover, the actions taken to achieve the objectives, the elements that may affect the fulfilment of these…
Furthermore, after establishing the strategies and tactics to follow, a schedule must be drawn up and a budget established, and we will have already taken the first steps towards organising our fair!
Build a team
Organizing a fair, although it is not too complicated, does require you to take many factors into account, handle many different tasks and set many dates and costs, so the ideal thing is to have a team that is in charge of doing it. for you, such as Perfect Venue! a company specialized in planning high-end events.
There is also the option of having task support staff, such as a fair manager, a sales manager and a marketing manager, with whom the event organizing company will have to work as a team.
Choose the ideal venue
One of the most important aspects to consider when holding a fair is to think about the place or venue in which you want it to take place. This is essential for its success! It is so important that it has even been the basis of many studies.
It must be a well-connected and well-accessible venue that is functional and has adequate infrastructures or constructions that suit the style the theme of the fair. You should also consider:
The capacity: this important aspect has to be taken into account, as you will not know the exact number until you have finalized the initial plan, since only then will it be apparent, after analysing the market, how many people and exhibitors are expected to attend.
The location: this should also be considered, since the venue for the fair must be well located, well accessible by road, close to restaurants and accommodation, etc.
Services: Last but not least, you have to think about whether the venue has the necessary structure and logistics, such as equipped rooms, good internet connection …
Do you know about all of the venues that we offer for your fair at Perfect Venue?
Determine sponsorship opportunities
A challenge is coming: advertisement, and achieving it, especially in the first editions of the fair, is not an easy task. Therefore, to achieve the exposure that you need, it is necessary to have a sponsor or partner with previous experience to reach your target audience.
Our advice is to consult an event organizing company to act as an intermediary between the host and the sponsor to facilitate all of the procedures. Advertisements on social networks, posters, media … your fair will be known everywhere! In addition, the sponsor will be seen throughout the fair, in the form of stands, gifts, drinks, stickers, live videos, etc.
Plan your stand
Your stand is the first impression of customers, that is, the first thing they will see when they arrive at the fair, and so its presentation must match your aesthetic, with good furniture, lighting, cleanliness, technological equipment, Internet connection, with the corporate logo clearly displayed … everything that makes the stand more attractive to all five senses!
Choose the catering
Who wouldn’t like to try incredible cuisine at any event? For this reason, considering the inclusion of catering for the fair will leave a lasting impression and add an extra touch of professionalism to the fair, as well as ensuring that the fair’s established objectives will be achieved in an even stronger way.
Choosing the catering can involve an additional payment, but it will be an extremely profitable decision. You will need to take into account:
The type of food: which in part will depend on the potential target audience and the objective of the fair, as well as the identity of the organizing company. The best thing to do is to ensure that there is something for everyone, and so everyone will be happy! A mix of dishes will be the best option.
Portion sizes: the best alternative can be buffet-style, either seated or set up like a cocktail party, due to the flexibility it offers to the guests, facilitating conversations with other people, walking through the venue, etc.
Check out these 3 catering businesses that are renowned across the Mediterranean!
2. During the fair
Make an initial plan
When every necessary step has been taken to plan the event, it is time to carry it out and let it come to life! Now, you have to implement all of the tactics and strategies that you have planned.
Promotion and sales
It is time to open registration, to sell tickets, to hire all of the necessary services, and, of course, to promote the event in every possible place: social networks, radio, television, press, emails … start your engines!
Extras at the venue
This is when the sponsors come into play, providing an extra experience to the attendees of the fair through offering extra materials, such as digital elements, free Wi-Fi, brochures, pens, sweets, charging points, bags in which to carry these items, posters … Anything goes!
Pay attention to your guests
Yes, it is extremely important to keep an eye on the attendees, providing the best services, with professional, trustworthy and personalized assistance, for any questions or concerns that may arise during the course of the fair.
3. After the fair
Evaluate the results
Nope! We’re not done yet! Because now comes one of the most important steps in the organization of a fair: evaluating the results obtained, in order to understand the impact that the fair has had, be it positive or negative, to take into account for future editions, to maintain or change certain aspects.
For this, it is necessary to carry out two types of analysis once the fair is ended: the quantitative analysis: where the total contacts made, the signed orders, etc. are established. And qualitative analysis: such as improvements, positive points, visitor evaluations…
Send thank you notes
Don’t forget this little detail! Both for the sponsors and for those who have attended the fair, as it adds a unique touch to your fair in order to stand out among the competition, which will strengthen your brand and increase people’s loyalty to it.
And remember, a large part of your success lies in turning to great professionals who understand the sector perfectly and adapt to all your needs with the greatest creativity, enthusiasm, dedication and offer the best network of contacts.
We are waiting for you at Perfect Venue!
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