8 steps to get the most out of exhibiting Exhibiting at a consumer show or trade fair can make a major contribution to the realisation of your commercial goals. At the same time, your participation also requires a certain level of investment. This is why good preparation is so important. There is a lot involved, but approaching things in the right way from the outset is sure to save you time and money. With this in mind, we are pleased to offer you an eight-step plan in the form of this brochure, covering all the major points related to your participation at an Amsterdam RAI exhibition. It is designed to offer you guidelines as to how to get the most from the event - a checklist that will support you in all the different activities and areas that require attention before, during and after the event. In addition, at the back of this brochure you will find an overview of all the services and facilities provided by Amsterdam RAI. Again, the intention is to ensure that your preparations run as smoothly as possible. From the construction of your stand to the hiring of personnel, from catering requirements to hotel bookings, Amsterdam RAI can take a great deal of work off your hands. We hope that you find this brochure useful and wish you every success with your exhibition preparations. The project teams for each individual exhibition are always ready to help you with any questions you might have, so please don't hesitate to contact them directly. Step 1. Select the right exhibition for your company
Selecting the right event is the first step to a successful exhibition. Here are a few tips to determine if an exhibition matches your company and its goals: - Draw up a list of all the exhibitions organised within your sector.
- Study the exhibition programmes.
- Ask the organisers for specific 'Facts and Figures'. This will give you an accurate insight into the key information you need regarding exhibitor and visitor numbers, where visitors come from, visitor profiles, purchasing plans, etc.
- Assess the significance of the exhibition within the industry and its national and international status.
- Ask yourself whether your (potential) clients will be visiting the exhibition.
- Check whether your competitors will be participating in the exhibition, which is usually a good indicator of whether you need to be too.
- Finally, the timeframe of the exhibition and possible political or economic developments are other important decision-making factors.
Step 2. Define your objectives
Companies that define specific qualitative and quantitative objectives before they participate in an exhibition have proven to be more successful in realising their goals. Some objectives could be: - Increase sales by new orders.
- Introduce a new product or service.
- Maintain relationships with existing clients.
- Meet new potential customers.
- Improve the company image.
- Recruit personnel.
- Generate publicity.
- Increase brand and name awareness.
Step 3. Preparation
Good preparation is half the work. Start on time with organising your exhibition: - Make a budget.
- Determine the necessary exhibition space you need based on your objectives.
- Book the required standard space in consultation with the organisers.
- Request quotes from several stand constructors. If so desired, you can use our shell scheme stand construction service, saving you time and hassle.
- Make sure you book well in advance hotel rooms and flights for your stand personnel and/or guests at RAI Hotel & Travel Service.
- Carefully read the information supplied by the exhibition organisers and send any requested information before the deadlines are due*.
- Order your products and services on time*.
- Involve your stand personnel in the preparations.
- If necessary, train your stand personnel.
- Make a plan for the entire exhibition.
- Plan a briefing before the exhibition.
- Make a follow-up plan for after the exhibition.
*As a participant at an exhibition organised by Amsterdam RAI, you will receive log-in codes for the Online Exhibitor Portal (OEP). Here you will find all the information and order forms needed for your participation. OEP also offers you access to the web shop - the place to order all your products and services. Step 4. Costs to consider
Keep the following costs in mind: - Stand rent.
- Stand design, construction, breakdown and transport.
- Additional costs (insurance, technical issues, cleaning, stand features, catering, electricity, water, parking tickets).
- Stand occupation (employees' hours and exhibition training).
- Reis- en verblijfkosten.
- Marketing & promotional costs (brochures, direct mailing, adverts, invitations).
- Miscellaneous items: Promotional gifts, folders, give aways, client outings.
Step 5. Tips to save costs
- Plan ahead and order on time the services you need* (electricity, water, catering, flowers, cleaning, internet, etc.) for your stand. This can avoid paying any possible surcharges for late orders.
- Use the shell scheme stand construction service.
- Selectively distribute expensive brochures.
- Consider the possibility of booking a stand and making a joint presentation with a trade organisation or as part of a country pavilion.
- Book your hotel room via RAI Hotel & Travel Service.
- Keep an eye on your budget.
*As a participant at an exhibition organised by Amsterdam RAI, you will receive log-in codes for the Online Exhibitor Portal (OEP). Here you will find all the information and order forms needed for your participation. OEP also offers you access to the web shop - the place to order all your products and services.
Step 6. Publicity
Make use of the many possibilities to generate (free) publicity: - Mention your exhibition participation on your website and link it to the exhibition site.
- Mention your participation in your correspondence and mailings - for instance using the auto signature in your e-mails.
- Put a registration button on your site so that your customers can register for the exhibition via your website.
- Fill in the catalogue forms before the deadline*.
- Order invitations and distribute them among your clients*.
- Think of ways to attract visitors to your stand.
- Have your Sales Managers invite your clients by telephone.
- Use the RAI Promotional Oppotunities. This contains various promotional possibilities to place your participation even more in the limelight.
- Consider advertisements around and inside the RAI.
- Put together a press package to be distributed via the exhibition's dedicated press room.
- Organise a press conference or product presentation during the exhibition.
- Send out a press release for your new products or services.
- Register your new products or services*.
- Inform the exhibition press officer of your news and possible press activities.
- Place an advertisement in the exhibition catalogue.
*As a participant at an exhibition organised by Amsterdam RAI, you will receive log-in codes for the Online Exhibitor Portal (OEP). Here you will find all the information and order forms needed for your participation. OEP also offers you access to the web shop – the place to order all your products and services. Step 7. During the exhibition
- Appoint a stand manager.
- Organise a daily kick-off for your stand personnel.
- Set clear stand rules (behaviour, clothing, eating, drinking, smoking, etc.) and make a division of tasks.
- Give your stand personnel sufficient breaks.
- Ensure your personnel have time to visit the exhibition themselves.
- Collect details of the visitors which visit your stand.
- Take photos of your stand for later use for marketing purposes.
- Evaluate every day of the exhibition.
Step 8. After the exhibition
- Do not wait too long to take action: Send information packages and make follow-up appointments.
- Process the acquired information in your database.
- Evaluate the exhibition internally (did you meet the set qualitative and quantitative objectives?).
- Fill in the survey you will receive from the exhibition organisers.
- Book your stand location for the next edition of the exhibition.
Services & facilities
- Amsterdam RAI - great venue
Meetings and exchanges between people, brands, products ideas and experiences set people and business in motion. This is inspiring and pushes back frontiers. Amsterdam RAI wishes to be the hub where these exchanges take place and value is created for organisers, exhibitors and visitors. The state-of-the-art venue offers 11 multifunctional exhibition halls (87,000 m2) and 22 congress rooms.
Only 15 minutes away from Schiphol International Airport and featuring its own train station, Amsterdam RAI benefits from excellent accessibility. The RAI is surrounded by good restaurants and bars, while the city centre with its attractive canals, pavement cafés, tourist attractions and entertainment facilities is just ten minutes away by public transport. Our aim is to offer both visitors and exhibitors an inspiring experience.
- Amsterdam RAI - experienced organisers
RAI Exhibitions is part of the Amsterdam RAI and specialises in the organisation of national and international consumer and trade fairs. RAI Exhibitions stages approximately 25 fairs a year in the following categories: professional cleaning, international automotive, water technology, traffic technology, maritime, lifestyle, graphic & IT technology, art, food, and Government services.
All exhibitions are organised by dedicated teams, comprised of enthusiastic and highly professional people. RAI Exhibitions is active in many regions, including the USA, Eastern Europe, Eurasia and Asia/China. Wherever we are in the world, the events are embraced by our partners - the major industry associations, trade magazines and market leaders - and deliver business for exhibitors and visitors alike.
- Amsterdam RAI - A full service organisation
Amsterdam RAI offers full service support to your exhibition participation, allowing you to save preparation time and unnecessary costs. Our dedicated teams cooperate with trusted and carefully selected partners to ensure your goals are met.
- Professional Marketing & Communications team
The RAI Exhibitions Marketing & Communications team is highly experienced in attracting the right kind of visitors. Each exhibition benefits from an intensive marketing and communication campaign, including advertising, direct mailings, internet, PR activities and VIP programmes. Our media partners will work together with the leading international trade publications to ensure their readers are fully aware of the exhibition.
- RAI Promo Packages
Generating leads, branding, showcasing innovations, customer relation management or direct sales… Whatever your objective is, a customised Promo Package will guarantee you reach the right people before, during and after an exhibition. We offer you optimal results for the lowest price.
- RAI Live!
RAI Live! is the RAI's digital, interactive narrowcasting medium. Providing customised dynamic information, RAI Live! offers visitors a complete experience from the moment they set foot in the RAI. A unique feature is the way that directions, information and commercial content are combined on the screens. Some 700 digital screens are spread throughout the entire complex, creating a flexible medium that can be adapted to every event. RAI Live! is designed to ensure that visitors are kept fully informed, while at the same time generating an atmosphere that makes every visit to the RAI special.
- RAI Exhibitor Services
Our dedicated exhibitor services team is ready to support you with the preparation of your participation. To make things as easy as possible, we give you a single point of contact for all advice, planning and organisational issues. We offer a wide range of expert services from trusted suppliers. These cover registration, hostess services, stand design, logistics, outdoor advertising, ICT and technical support and more.
- Amsterdam RAI Catering
From a great cup of coffee to exquisite cuisine, our high quality kitchen and catering facilities, expert chefs and helpful, friendly staff provide a wide range of culinary options and memorable experiences to suit any occasion. Plan a tailor-made package to fit your event, audience and budget, and let us create the perfect complement to your event.
- RAI Hotel & Travel Service
RAI Hotel & Travel Service arranges hotel accommodation in and around Amsterdam for exhibitors and visitors. We have excellent knowledge and booking experience of the hotels in and around the Dutch capital. In addition we offer flights and train transportation to and from Amsterdam, transfers, excursions and car rental.
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