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Cranmore Park Blog

The use of technology can make a real difference to both exhibitors and attendees at trade shows, it has been claimed. Writing for Business 2 Community, Denise Graziano, chief executive at Graziano Associates, said IT can be used to improve lead generation, sales and the customer experience.

"Technology has elevated the capabilities and levelled the playing field for event planners, exhibitors and attendees," she claimed. However, Ms Graziano said it is not just about lead capturing - it is about the attendee experience before, during and post-show.

Where would you hold a national conference? If you have delegates travelling from all over the country, this can be a tricky decision. Many people would say London as the easy answer, simply because it is commonly seen as the most important city in the UK. However, that does not necessarily mean it is the best place for a conference.

Increasingly, companies and other organisations are looking to host events in the area of Birmingham. This might not be most people's first guess, but on close inspection the city and its surrounding area have a huge number of advantages for those looking to hold a conference.

If you're exhibiting at a trade show, you need to find ways of maximising your investment - not just on the day of the event but in the weeks and months that follow. You've met new prospects and generated new leads at the trade show, but now you've got to drive home the advantage and turn potential into profits.

According to Timothy Carter, digital marketing manager for Nimlok, there are a number of different ways to achieve this goal. In a recent article for Small Business Trends, he explained some of the ways companies can continue to benefit from trade shows after they have taken place.

If you're staging a meeting or a training session, you'll welcome the opportunity to lay the room out according to the optimum design.

It may be that you need a 'boardroom' set-up, with everyone around one table, or that you require more of a 'classroom' set-up, with chairs and desks facing the front of the room.

The Engineering Development Trust (EDT) has praised Cranmore Park after the nationwide education charity successfully held its latest Midlands event at the venue.

The EDT, which is in its 30th year of operation, provides STEM (Science, Technology, Engineering and Maths) enrichment activities for young people across the UK, and as such needs to hold a variety of events throughout the calendar year.

Nobody likes excluding people. However, when you are manning a stall at an exhibition or trade show you will not be able to spend the same amount of time with everyone. You might deal with hundreds of people in a single day, many of whom will want a significant amount of your time.

You might want to be as customer-pleasing as possible and give everyone as much of your time as they want. However, this approach could lead to you losing custom as people looking to talk to you get bored of waiting around and leave your stall. Unfortunately, you need to learn which customers are worth talking to and which you should avoid.

If you're interested in marketing your business' products or services at a trade show in the coming year, it might be in your interests to commit at soon as possible.

Registering early can help ensure you get the best possible deal, meaning you've got more financial resources left over to spend on your booth display and promotional materials.

Organising a trade show costs money, and sometimes significant amounts of it, depending on the size and scale of the event.

As an organiser, you may well make the original investment back with relative ease - and turn over a profit - but it's important to ensure costs are covered as soon as possible.

Training your workforce is something that most businesses understand is a necessity. However, many view it as a chore - something that takes employees away from their daily tasks, and therefore impedes productivity. This view has led to many companies seeing the process as a one-off incident that can then be forgotten about.

However, simply training your workers in an aspect of the business once and then leaving it is foolish. The rapidly changing nature of most workplace skills means that if you don't keep everyone up-to-date on the latest developments, your business could become bloated and inefficient, falling behind its competitors.

Only at the most casual of exhibitions should you ever wear jeans. It is always better to look smarter than necessary than it is to look scruffy, so go for something a bit more upmarket. If you don't want to wear a suit, then khakis and a shirt or polo will do.

You should also think about picking out something with plenty of pockets. Your jacket might have a few, but you are going to need all you can get. You will probably be carrying a mini-office around with you in your pockets, so go for practicality over style in this area.

What's the point in getting to know consumers at trade shows if you never hear from them after the event? If you spend time talking to people at your stand or booth, trying to convince them to become a customer, you've got to do all you can to connect with them in the future.

Not everybody will buy goods or services from you immediately. In many cases, people like to take their time to think about purchases. They might like what you have to say, and find your business offering engaging, but prefer to let the dust settle and contemplate making an order in their own time.

As business owners know well, a trade show often represents a significant investment for companies, particularly new businesses and small to medium enterprises (SMEs). As such, it’s important to make sure that you have a clear set of goals so you can measure investment against return. Goals also help at the planning stage, enabling you to tailor your strategy to your aims.

At the most basic level, all businesses will be looking to increase sales and profits. However, this is too vague to have as a goal. As when coming up with any business strategy, it’s important to have not only the ‘what’ element of your goals, but also the ‘how’.

Whether you're conducting a training session or giving a presentation at a conference, stepping in front of an audience can be incredibly nerve-wracking. With a sea of faces staring at you, it is all too easy to feel like nobody is listening and your speech is falling flat, even if that is not the case.

We all want to make an impact with our presentations. However, doing so can be difficult. You certainly don't want to end up staring into your notes and stammering your way through an embarrassing performance! You need to impress your audience, which is easier said than done.

Most businesses have a list of company values that define what kind of organisation they are. These tend to vary wildly from company to company, but one that often remains a constant is 'teamwork'.

While many CEOs might like to think they built the business from the bottom up all by themselves, in actual fact most firms would crash and burn without a dedicated team of employees ready and willing to work together. If your business is full of people who don't work well together, your productivity and general employee motivation will drop rapidly.

What can you do to make a real splash at trade shows and stand out from the crowd? One way to increase your visibility - and that of your business - is to become a speaker, rather than simply an exhibitor.

Imagine the possibilities if you are able to hold the floor for a few minutes, with hundreds - or even thousands - of eyes on you. Daunting as this might be, it's one of the best ways to raise awareness of your brand.

If you're organising a business conference, you want the event to be the very best it can be. But how can you make it a great conference, as opposed to a merely good one? You want people to be competing for places at the conference next year, and this means providing a great experience and developing a positive reputation for the event. Here's how you can deliver a great conference and ensure it becomes a hot topic of conversation in your industry sector: