You cannot get a more direct form of marketing then coming face to face with your target audience and them saying they are interested in your company, product or service.

Brochures, wacky giveaways, pens, handshakes, aching feet, smiling faces, business cards, expensive cups of coffee, bright lights, free sweets - welcome to the world of exhibitions and events.

Here are our 'Top Tips on Exhibiting' at the Jobs & Careers events that offers you the chance to recruit, inform candidates of opportunities, promote your company, share your passion and meet and motivate a wide range of visitors.

Top Tips on Exhibiting

• Be clear about why you are there

Set yourself some clear, measurable objectives then everything you do prior to, during and after the event should be focused on achieving these objectives.

• Dedicate some time and effort

Don't underestimate the time and effort required in taking part in an event, you will however reap the rewards from this time well spent.

• Produce a budget

Decide on the stand space needed and the costs involved but remember that the stand cost is just one element of the overall budget, ensure you budget for everything else – graphics, subsistence, brochures, electrics, furniture, etc.Keep a tight control on expenses and consider at the outset all the costs likely to be involved.

• Plan for success

Appointing a co-ordinator, drafting a timetable, deciding on visitor interaction and follow up and in particular reading the exhibitor manual are essential elements to ensure you exhibit successfully.

• Maximise the opportunity

Use the expertise of your event organisers and offer them quotes, photos and press releases to use.Get a hyperlink from the event website that links to your site and find out any other ways that you can be involved in the marketing campaign to raise your profile.

• Be innovative

Something intriguing, a gimmick, give-aways?All are worth considering but the one that holds the visitor long enough for your stand staff to engage them in conversation is what you are looking for, in effect an ice breaker that will lead naturally into conversation but also ensure whatever you do will attract your target audience and not just a crowd!

• Tell people you will be there

Yes, it is the job of the event organiser to get as many of the right visitors there as possible but once they are there the organisers cannot influence visitors to so specifically to one stand over another.A mail/email shot to clients, free invites and tickets distributed with invoices and on visits, 'see us at' message on adverts, details on your website and a hyperlink are all things you can do to make visitors feel encouraged to visit you.

• Stands don't sell – people do

Choose your team carefully and pick staff that are willing as well as able.Brief them thoroughly and establish some basic stand rules and practise some open questions.Draw up a rota so that the team get regular breaks to keep them happy and alert.

• Plan your follow up

This should be decided before you get to the event and should happen directly after so you 'strike while the iron is still hot'.If you have collected data, make sure you classify and use it.Use the notes you made at the event to respond and meet client needs.

• Evaluate effectiveness and re-book for next year

Did you meet your objectives?Consider all the areas of your participation and evaluate what worked or what you would do differently next time.Debrief with the whole team as their feedback will be invaluable.Produce a post show report that details your conclusions, recommendations, final budget, photos, etc. this will be a great start for next year or for your successor should you move onwards and upwards.Give the organisers your feedback, any good organiser will want to improve the negative and use the positive to give you some free PR!

If the event was successful and you met your objectives, don't miss out on the chance to be involved in next year's event.Booking early will ensure a great stand location and offer you maximum benefit from the marketing and PR campaign.