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How To Get The Most Out of Exhibiting at EuroSTAR?

  • 14/02/2018
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  • Posted by Mark
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EuroSTAR is Europe’s largest and most attended software testing conference, so naturally there will be a lot happening! Like anything, it’s what you make of it. It’s going to be a busy week but if it’a done right, it could proved to be extremely successful for your company Check out what past exhibitors have had to say.

You may have your own checklist and if so great, but we recommend you read over this and see is there anything that you might have missed. Within this blog we have provided 9 useful tips to help you get the most out of EuroSTAR Conferences. 

Before the Conference

1) Review the Conference Program (Announced April 18th)

Just because you’re exhibiting at the conference, that doesn’t mean that you can’t learn a thing or two. Exhibiting at EuroSTAR has multiple advantages. Decide collectively what you’d like to learn and what you’d like to bring back to your company. What specific problems can be solved? What emerging trends would you like to learn about or what would you like to learn more about. Find out what exactly your company needs to learn and set goals accordingly. 

2) Get to know the lay of the land 

Familiarize yourself with the conference space and the exhibition area. There will be a lot happening and a lot of people will be heading in various directions. Determine where you are and where delegates will be coming from.

3) Check out who will be attending

Keep an eye on the EuroSTAR website and see who else is exhibiting, whether it be competition, potential partners or upcoming companies. Knowing this will help you define your USP, which will ensure that you stand out and attract your target audience.

During the Conference:

4) Divide and Conquer.

Following on for Pt.1 – After you have determined what your goals are, split up the team to maximise ROI but remember to leave enough personnel to man the stand! We recommend 2 at all times. There will be quiet periods but for most of the week you will be busy.

(Consider that each of your team will need to eat and take breaks so devise a team sheet to plan for such)

5) Network, Network, Network

Following on from Pt.3 – This will be one of your best opportunities to talk to those clients that you have been emailing and nothing beats face-to-face interaction.

This is the time to address any anxieties and concerns that they may have, it will be a fantastic opportunity to close those deals that you have been struggling to get over the line.

6) Participate In the larger conversation

There will be upward of 1000 people at EuroSTAR. Ensure you reach as many as possible by following and using the designated hashtag, #esconfs. You never know who you might connect with!

After the Conference

7) Educate the wider organisation.

So much is learnt from EuroSTAR, so many revolutionary ideas from forward thinking experts. We recommend spreading this knowledge throughout your wider organisation while the learnings are fresh.

8) Follow up.

If you have followed our plan, you will have identified prospects and connected with them, now is the time to follow up. Send follow up notes and LinkedIn requests, include personalised messages and thank them for their time. Be memorable!

9) Update Your CRM

This conference and in particular the exhibition area provide an ideal outlet to bridge those gaps in your CRM. Take note of as much as you can during the conference and be sure to update after.

Other Tips:
• Bring the right Gear: We can’t recall the amount of times we have witnessed people running around the conference looking for chargers, pens, paper etc. Be prepared!
• Set an out-of-office reply: Let’s be honest, if you are any way like us you are going to be checking your emails but this option will give you the perfect opportunity to ignore some!

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