Maximise Return on Investment for Exhibitions
Exhibitions are unique marketing tools. They offer organisations the opportunity to bring their brand or company alive, and to engage with existing or new customers in a truly personal way.Despite this enormous scope they are regularly underutilised often because insufficient thought is given to what the exhibitor wants to achieve from the event - and how they should go about securing their objectives.
Course Overview
This essential course, for anyone involved in planning or participating in exhibitions, will take the delegates through the whole exhibiting process, from properly integrating events into their organisation’s marketing mix through to post event analysis, via effective project management, creating the right impression on the stand and equipping the stand staff with the means to achieve their objectives.
In particular the course will cover:
- The role of exhibitions in the marketing mix
- Selecting the right exhibition, space, and location
- Putting the best team in place to ensure success
- Setting targets and objectives
- Identifying your key message(s)
- Planning the stand for impact and efficiency
- How to attract visitors, and deal with them appropriately
- Follow up
- Liaison with the organisers
- Sponsorship and complementary activities
- Post event analysis
The morning will spent examining the theory and best practice of exhibition marketing. In the afternoon delegates will attend a major exhibition at a nearby venue to put what they've learned into practice.
Cost
The cost of this event for an individual is £195 + VAT. Please note there are a maximum of 12 places available for this course.
Timings
The training begins at 09.30 and finishes by 16.30. Refreshments and a light lunch will be provided.
Trainer Biography
Mark Roelofsen
Mark Roelofsen is the owner of Alaska Events, an event management company that operates in the education and not for profit sectors.
Prior to creating Alaska Events Mark was International Manager for the British Educational Suppliers Association (BESA), where he was responsible for the association’s international activities, in particular the management of its international exhibitions programme, and the creation of new exhibitions in markets where non existed. One of these was GESS, now the most significant and important educational resources exhibition and conference in the Middle East. He was also instrumental in creating a similar event in Malaysia, BES Asia, and a series of successful international ICT conferences in London.
More recently (October 2009) he successfully delivered his own international conference, IPSEF, which addresses the business needs of the international and private schools’ market.
His knowledge of the exhibition industry is therefore considerable and he believes his strength is in his highly pragmatic approach to running events. His client base includes UK Trade & Investment (UKT&I), and the British Council for School Environments, and in early 2010 he delivered an events project for the Hong Kong SAR Education Bureau.
