With 2011 in full swing many business may be starting to prepare for forthcoming exhibitions, trade shows and other corporate events. It can however be a complex process with a range of factors needing to be taken into consideration in order to ensure that the event goes smoothly.

Firstly it is important to consider that the event is likely to be attended by competitors and other exhibitors, therefore making visual impact key. As a result, displays such as pop-up banners, if well designed, can help attract prospective customers. Bear in mind the placement of the stand, for example if it is going to be viewed from a distance then the design needs to be kept bold to attract attention. Similarly, if the banner is going to be displayed at the back of the stand, then the business details will need to appear near the top to avoid them being hidden by other objects on the stand.

Exhibitions provide the key advantage that staff are able to interact with potential customers and are therefore on hand to answer any questions that they may have. However, it can also be worth putting together an information pack with relevant business literature for them to read at their leisure. Business cards should also be presented to customers, or included within the information pack.

Depending on the nature of the business it can also be worth considering handing out promotional material such as notebooks and keyrings. Although they may seem gimmicky, a well thought out functional gift can be an effective way of making a business name accessible for the customer.

Before the event, it is important to find out about the allocated stand in order to help prepare layout and to make any adjustments if needed.

Also find out prior to the event, whether there is going to be a press room. If so, then it is worthwhile putting together a press pack, which should contain details about what is being exhibited as well as the most recent launches/press releases and any other relevant company information. To stand out, information should be contained in eye-catching branded folders and if possible placed in the room a day or two before the exhibition to really attract media attention.

On the day it can be beneficial to offer some form of incentive for people to come and visit the stand. Competitions and give-aways can be effective in creating hype and getting the stand talked about - especially if the price is something out of the ordinary.