Preparation for the exhibition

Pariticpation in TransRussia holds massive benefits - but your results are also driven by how well you prepare for the event. 

Careful preparation results in a higher return on investment and time.

TransRussia is happy to help you plan your event strategy and experience.

Here are eight important prepartional steps to help make the most of your time at TransRussia.

Before the exhibition

Step 1. Set your goals

Think carefully about why you want to exhibit. What do you want to achieve during your time at TransRussia? Are you showcasing new products or services? Do you want to specifically meet new clinets or are you catching up with old partners?

By asking and answering such questions, you'll be able to carefully approach the choice of tools and broadcast the correct information. Set realistic and measurable goals.

The most common reasons for exhibiting are:

  1. To find new clients and partners
  2. To meet the existing clients
  3. To maintain the image
  4. To gather the information about the competitors
  5. To present new service or product

Set yourself clear goals and monitor them in the preparation phase. Constant focus on your main objective will help you avoid wasting time and energy on uncessary actions.

Step 2. Plan your budget

Plan your budget carefully.

This will allow a realistic approach to participation planning, better protect against mistakes and errors, and provide a realistic overvue costs.

When planning budgets, consider the stand area and size, design, marketing, staff, travel expenses and any other additional activities. Plan your budget based on real calculations, not assumptions.

Make orders in advance, as late orders are subject to a surcharge.

If you are ordering additional services from the TransRussia team, do so in good time, otherwise you will incur additional costs.

Order additional services (will be available soon)

Step 3. Design your stand

Design is the first thing that attracts visitors to the exhibition. The design of the stand should correspond to your event goals.

Consider both the functional and emotional elements of the design help to attract stand footfall.

When planning a stand, do not forget to provide a place for the back room.

Pay attention to the negotiation zone — the main zone of the stand. Make sure that it is separated from the presentation area and there's space for holding meetings with any visitors.

A high-quality stand design of will be eye catching and encourage visitors to speak to you.

Step 4. Think about promotion

To lead visitors to your stand, you need to attract their attention. In addition to attractive design, there are many different advertising options to explore.

Remember: the more a customer hears about you or sees your brand before the event, the more likely they will come to you. 

TransRussia offers additional advertising options to enable you to reach a wider audience of potential customers and increase your brand awareness. The obvious advantage of such advertising is the focus on the initially interested audience of representatives of the transport and logistics industry and cargo owners.

Visitors plan to visit the exhibition in advance and they review the Exhibitor List to know which companies will be at TransRussia. Make sure you're promoting your pariticpation before the exhibition ( through advertising on your website, in newsletters, in email signatures, sponsoring TransRussia etc.).

This is especially important if you are looking for new customers and partners.

See TransRussia advertising services and sponsorship opportunities (will be available soon)

Step 5. Invite visitors to your stand

Visitors have limited time. There is no real way of devoting time to each exhibitor. How can you make them come to you? Invite them! After all, if you don't your competitors will.

Invite customers to your stand (will be available soon)

Stage 2. Onsite work

Step 6. Train your staff

Whatever design of the stand you choose, it is extremely difficult to get results without an informed, motivated and communicative event team. 

First of all, make sure that your on-stand team members have all information about the company and services you actively wish to promote.

It is very important to clearly divide the areas of responsibility amongst your staff:

  • Communication with key customers
  • Communication with the press
  • Work with advertising and presentation materials, etc.

Prepare a team sheet detailing each member's responsibilites and their work phone numbers so that everyone knows who to contact when a situation occurs.

Plan the format of your on-site meetings and the questions you want to ask potential clients in advance.

Be sure to hold a meeting with the staff on the eve of the exhibition and make sure that each of them has carefully studied materials and products/services you wish to promote.

Organize short daily meetings every day you're on-site to discuss problems, overcome challgens, and exchange any interesting ideas.

Remember first impressions are everything! Make sure your staff are dressed and present themselves appropriately. You only have limited time with each visitor, so make sure you make the right impression from they moment they see you and your team.

A reminder: event success depends on two things: how you communicate with visitors and how you store and process meeting information.

Stage 3. After the exhibition


Step 7. Contact visitors immediately after the event

Be sure to contact your visitors soon after the exhibition.

Prepare a quick "thank you" email and send it to your guests after TransRussia has closed. Do not forget to send visitors any information they have requested.

Step 8. Analyze your participation in the exhibition

When summing up the results of participation in the exhibition, focus on your event goals. Did you meet your objectives? What could you do at future TransRussia events to improve your results, if possible?.

An important indicator of success is the number of contacts you made - but also consider contacts' quality too.

Remember that participation in the exhibition has long-term effects.

In addition to the number of contacts collected, which can be counted at once, being at TransRussia helps maintain company visbility and increase brand awareness — and this can be assessed only after a certain time.