the trainer A s a broad rule, the larger the show, the harder it is to stand out. This is more true when exhibiting with a shell scheme stand or on a budget. Some organisers colour- code zones or areas, which helps, but, as the exhibitor, you are not entirely helpless. When was the last time you thought about how else you could brand yourselves at an event to reinforce your presence? Did you restrict yourself to a banner, sponsoring the carrier- bags or the ' You- Are- Here' boards? As organisers compete to add exhibitor value, there are a whole range of possibilities that are available for branding and sponsorship. Not all may be suitable but no doubt some will suit you perfectly. Consider the boxed list on the right. The list is not exhaustive, but the possibilities to extend your brand reach are endless; limited only by Everything has a price your imagination and the health and safety police! A good tip is to visualise your target visitor on his or her travels through an event. Are they arriving by car and would parking be an issue for them? They may need to deposit coats or bags and then get a coffee before looking for a seating area to plan their route. They may need to use the toilets, or at some point probably stop for a snack. If they have other interests, you can predict those too and identify possible stopping routes where they could see your name, logo or stand number. The calculation of spend should be easy. Calculate the value of a new client and your conversion rate. If the organiser hasn't offered a branding opportunity, it may be they haven't thought of it, so make an offer. Most of the opportunities mentioned are not set in stone, so be prepared to negotiate. You may have something like a membership list or client data that organisers would also consider a viable trade. I've seen research which shows repeated exposure, around six or seven times in an event hall, is often necessary to drive home your brand. Simon Naudi is the managing director of the Answers Group and can be contacted via Exhibiting. Simon Naudisays open your minds to the unlimited branding possibilities at events. Accommodation plans Aisle ways Awards Badges Balloons Banners Barriers Car parking Carrier bags Catalogues Catering Catwalks Cloakrooms Coaches/ Buses Coffee areas Conferences Crèche Cups Data collection/ capture Delegate folders Demo areas Entertainment Event parties Exhibitor lounges Exhibitor manual Fashion shows Floor plans Floor tiles Freebies Front of house Guides ( What's on etc) Internet/ WiFi Lanyards Light pens Lists Lounges ( VIP/ Press) Menus/ Meals PR opportunities Press office Preview days Seating areas Services ( phones etc) Signage Toilets Venue posters VIP tickets/ passes ' You Are Here' boards

22 looking abroad www. exhibitingmagazine. co. uk July/ August 2010 - EXHIBITING Brush up on your knowledge of local business customs and the key to exhibiting successfully will be yours gas, property and construction, travel and aerospace for example. The shows hosted in the area address major global economic industries, they are often among the top shows in their sector. The region is also good for attracting many visitors, locally and internationally. If you decide to exhibit in the Middle East, there are some important considerations to be made. Probably the most important is ensuring you have a good understanding of your audience, their culture and how to behave in the business environment. Key to doing business in the Middle East is the building of face- to- face relationships. Hints and tips When thinking about how you are going to exhibit, hospitality is a key area. The Arabic custom is to serve Arabic coffee and dates to ensure local visitors will feel welcome. Alcohol is not consumed by Muslims and will be more of a deterrent on your stand. It is not forbidden in some countries, and therefore remains your decision, but it is worthy of serious T here are many well- developed cities that host large international exhibitions in the Middle East, the biggest being Dubai and Abu Dhabi. The infrastructure to support exhibiting in the Middle East is excellent. World class venues have everything you would expect or need as an exhibitor. There is a large cohort of highly- experienced organisers operating in the region, alongside global contractors who can deliver service packages that will be familiar to anyone who exhibits at the major venues in Europe. Considering Middle Eastern exhibiting? Contrary to recent economic reporting, the region is still growing at some speed. Abu Dhabi in particular has highly- developed and coherent long- term plans based around its exhibition venues and the infrastructure required to support them. Local markets are also growing, and many markets remain buoyant; oil and Middle Eastern promise COO of Melville Exhibition Services, Jason Popp, gives some key reasons for exhibiting in the exotic climes of the Middle East.