Top tips

Making fairs work for you

Finding the right student fair can be a time-consuming process, and the exhibition itself can be demanding. Irina Tchirkova, from Studycentral, offers her tips on maximising the effectiveness of your fair activity.

When choosing a student fair you must first assess the level of risk you are prepared to take. A fair which includes 'studying abroad' as one of its focuses may be more suitable if you are looking to wedge a market for your institution among other institutions looking for the same thing. On the other hand if you are looking to be a pioneer in a new market or exhibit at a domestic event, the risks may be a little high, but you may be rewarded with less competition. In either case it is important that the exhibition is suitable for the level and type of education you want to promote.

A list of previous or current exhibitors will give you an idea of the type of institutions attending the fair.

Don’t be put off by fairs that have lower visitor numbers. Often, a specialized, medium size fair can offer the opportunity to meet the high-achieving students you are looking for.

What kind of marketing materials should you take?

Consider how much material you will need based on your style of marketing. It might be based on the amount of time you can realistically spend with each student given the length of your pitch or presentation. You should also take into consideration the expected visitor numbers at a fair and the demand from other sources, such as agents. Take prospectuses, but also take smaller promotional brochures. These are lighter and can help you when your supply of prospectuses ends.

Don't forget to bring decorations for your stand. Stand up banners are quickly been replaced with lighter paper and fabric posters and other innovative solutions for displaying information on the sides of the stand. You have to work harder to attract positive attention otherwise.

You will most likely be your best marketing asset at your stand. Be ready with a script in mind to break the ice and excite your audience. Dress well and be well presented.

Consider ordering a good number of branded carrier bags and pens. You will need additional pens for students to fill out forms. Pens and bags will also give you additional exposure at the fair.

In my experience, laptops are an important table-top marketing tool. However, be aware that some students may feel uncomfortable interrupting a representative behind a computer screen.

Training your team to be good ambassadors

Discuss with your team how you want your institution to be represented and what you want to achieve by attending the fair. It is important to know how to use your time at the exhibition effectively.

Fairs can offer the opportunity to make new contacts and form prosperous relationships with local education agents and other education providers.

Discuss how you can motivate students and answer queries. Booking a host-interpreter can have an advantage when there is only one institution representative and you need assistance with registering students and interpreting. Remember that students and education specialists will make judgement on your institution from the representation at the stand.

If you would like to do a presentation

Stand out by creating a lively presentation interesting enough to engage students and professionals. For example, include case stories of current students or ask alumni to speak about their experiences.

Ensure you practice in advance and leave five minutes for questions and answers. If you do a presentation for an education agent, don’t forget to mention your rewards as it is crucial for their business.