Preparing for NFE

Preparing for NFE

With over 250 companies exhibiting in 2007, this year’s National Franchise Exhibition (NFE) is set to be the biggest UK franchise exhibition to date. We have put together an exhibiting guide that will ensure that your company gets the most from this opportunity.

Before NFE
It is vital to establish your objectives before you go to the exhibition and put together a plan on how you will achieve those objectives.

1. Set specific onsite targets
How many leads do you want to generate? Who do you want to meet? Do you want to raise your brand awareness? By establishing measurable goals you can then gauge the success of the exhibition after the event.

2. Make your stand work for you
Choose your stand location, design and activities carefully. Think about how many staff you will need and which members of your team to take.

3. Don't forget sponsorship opportunities
Sponsorship can be an extremely cost effective way to stand out from the crowd at the exhibition. Some of the best sponsorships are often bespoke programmes designed by the organiser and exhibitor together. Speak to David Tuck about sponsorship opportunities at NFE on 020 8394 5230.

4. Let your prospects know you will be there
Send complimentary tickets to your most qualified prospects to ensure they visit you on the day. Venture Marketing Group (VMG) provide each exhibitor with 50 tickets to send out to prospects so please contact us if you have not received them yet (020 8394 5100).

5. Capitalise on pre-show PR and advertising
Ask NFE’s dedicated PR company, Clareville, to tell you which media are doing show previews and think about running your own ads in these issues or submitting newsworthy press release. Don’t forget to include a mention about the relevant exhibition e.g. 'See us on Stand 20' flag (the organiser will provide the show logo).

6. Train your show staff
Selling at an exhibitions is different from selling over the phone. Your stand staff need to be presentable and approachable as well as understanding the goals of the stand.

7. Use the web
If you've got a website, it's a great place to promote your presence at the show. VMG will provide an NFE event logo and website address so you can link through to the exhibition website.

At NFE
When the exhibition opens, ensure you are doing everything you can to make your time there a resounding success.

1. Brief your staff each day
A highly motivated, well-informed team will separate you from the other stands. Daily staff briefings are a must to remind everyone of your goals, your key messages and the role of each team member.

2. Spend the right time with visitors
The key to success is finding the right people and spending the right amount of time with them - not too much (there are lots more to meet) and not too little (you need to get that lead or appointment).

3. Positive body language
Remind yourself and your staff how much every minute is worth. Smiles, eye contact, open questions - it may be common sense but it's not common practice!

4. Focus on your targets
Stay focused on your targets and objectives and ensure you are approaching the right visitor and not just any visitor.

5. Collect lead information
The more information you can obtain about potential customers, the better focused your post-show activity can be. Collect business cards from the pre-screened prospects or ask them to write down their contact details.

6. Earn media coverage
Invite key journalists to your stand and make sure you have your story ready. Supply the press office with some bright, well-presented press packs.


After NFE

Once the visitors have gone, it’s important to follow-up on all leads and opportunities.

1. De-brief the team
Back in the office, sit down with the stand staff and key managers and assess what worked and what didn't. Write down any suggestions made about how to improve performance for next time.

2. Measure your results
Gauge your success against your original goals. If you did well, try to determine why in order to replicate that success in the future. If you fell short try to figure out how to improve.

3. Follow up all contacts
Every visitor to your stand should receive a timely follow up. Depending on the classification of the contact, this can range from a simple thank you letter to a sales visit, phone call or information pack.

4. Contact all show visitors
You cannot meet every visitor at the exhibition, but you can contact them afterwards. The exhibition organisers provide a database with contact details for all of the visitors that wish to be contacted by franchisors, as part of the exhibitor package.
 
5. Follow up on press releases
A call now could mean a solid mention in a post-show newspaper or magazine review. Contact the journalists you sent press releases to or who visited your stand and ask if they need any more information.

6. Reserve a place for next year
If you've met or exceeded your goals, now is the time to secure a prime location at the next event. Speak to a member of the franchise exhibition team to reserve your stand early.

7. Write a final report
Summarise the results achieved against the goals you set. Share the report with key managers from sales, marketing and top management.

Magazines
Some publications will sell you advertising for a magazine on the basis that they have authorisation to distribute it at NFE.

Please not that only the following publications will be made available at the exhibition:

Business Franchise
Daily Express
Franchise World
The Franchise Magazine
Making Money
Daltons
New Business Magazine
Better Business

If you are approached by anyone claiming to have distribution rights at NFE, please contact VMG. If you are in any doubt, please check with VMG first.