Mandy Queen PR Launches New Trade Show Healthcheck for UK and International Exhibitors
- Mandy Queen
- 1 day ago
- 4 min read
I've launched a new Trade Show Healthcheck to help businesses get more from their investment in UK and international exhibitions and conferences.
The fixed-fee service is for businesses with an upcoming trade show that want an experienced, independent review of their plans. I'll look at what you are already doing, identify opportunities you may be missing and recommend where you should focus your efforts before, during and after the event.
Trade shows are a significant investment, but even experienced exhibitors can miss opportunities to get more from them. There may be things you could be doing to attract more of the right visitors to your stand, generate media interest, raise your profile and ultimately create more business opportunities.
More than 20 years of international trade show experience
The Healthcheck draws on a very specific area of my experience.
I've spent more than 20 years working with international trade shows and conferences and have seen the industry from both sides.
I've worked in-house marketing major international exhibitions for Messe Frankfurt and Global Sources' China Sourcing Fairs, and through my own consultancy and agency I've supported organisers and exhibitors around shows run by Comexposium, Informa Markets and Reed Exhibitions, among others.
In total, I've worked on more than 40 international exhibitions and conferences across Asia, Europe, North America and the Middle East.
That experience has given me a good understanding of what exhibitors can do themselves, the support and opportunities organisers can provide, what can attract the attention of journalists and how PR and marketing activity around a show can help bring more of the right people to a stand.
It has also shown me where opportunities are often missed.
What will I look at?
Every business and exhibition is different, so this isn't about working through a standard list and telling every exhibitor to do the same things.
I'll look at the business objectives behind attending the show and what you're currently planning.
That includes who you want to meet, how you're promoting your attendance, whether there are PR and media opportunities, how you're using the organiser's marketing support, what you are planning to do at the show and how you intend to follow up afterwards.
I'll also look for opportunities you may not have considered.
For example, there may be more you could do to attract prospective customers before the show. The organiser may offer promotional opportunities you aren't using. A product launch may have PR potential. A senior executive attending the event could be available for media interviews or other profile-raising opportunities.
The point is to find the things that could make a meaningful difference to your participation while there is still time to act.
Building on the work of the organiser
The Healthcheck isn't about replacing the work of the exhibition organiser.
Organisers put considerable effort into attracting buyers, visitors, media and other relevant audiences to their events. You can build on that work by making sure the people you most want to meet know you are attending and have a reason to find them.
This is particularly important at large international shows, where visitors may have limited time and hundreds or even thousands of exhibitors competing for their attention.
Where you're positioned on the show floor can influence passing traffic, but it doesn't need to determine the success of your participation.
There is a lot you can do to bring people to you.
What does the Trade Show Healthcheck include?
Before we meet, you'll complete a short diagnostic about the exhibition, your objectives and your current plans. I'll review this alongside relevant materials before a 60-minute advisory session.
I'll then provide a concise Trade Show Healthcheck Report setting out what you're doing well, where I think you're missing opportunities and the actions I recommend you prioritise.
The Trade Show Healthcheck costs £1,250 + VAT.
It's designed to give businesses access to the knowledge and experience I've built from more than two decades of working with international exhibitions, without having to commission a full PR or communications campaign.
For businesses that need help putting the recommendations into practice, I can also provide PR and communications support for an individual exhibition or across an annual programme of international shows.
More trade show advice to come
Over the coming weeks, I'll be sharing more practical advice based on what I've learned from working with international organisers and exhibitors. I'll be looking at:
Why relying on exhibition footfall alone is a mistake
Five questions to answer before exhibiting internationally
The organiser is a marketing resource. Are you using it?
Why trade show PR should start weeks before the doors open
Your CEO is attending. What are you doing with that opportunity?
What should happen in the first 48 hours after a trade show?
How to turn a few days at an exhibition into months of communications value
If you have a UK or international exhibition coming up and would like me to take an independent look at your plans, you can find out more about the Trade Show Healthcheck here:
