How to Join a Mall Exhibition: A Complete Guide to Boost Brand Awareness

Are you a small and medium enterprise (SME) owner looking to increase brand awareness and sales? Participating in exhibitions frequently held in malls can be one of the answers to the question above. But do you know how to join a mall exhibition?

Setting up a booth at an exhibition is not as simple as it may seem. Event organizers tend to be selective when accepting businesses that want to open a booth at their events. Therefore, understanding how to participate in a mall exhibition is crucial to achieving your desired brand awareness goals.

Requirements and Steps to Join a Mall Exhibition

Administrative Requirements

Before deciding to participate in an exhibition, it’s essential to understand the requirements and procedures. Every mall has different policies, but generally, these are some common requirements:

• Business Legality: Organizers typically require legal documents such as a Taxpayer Identification Number (NPWP), Business License (SIUP), and Company Registration Certificate (TDP).
• Exhibition Proposal: Some event organizers request a proposal outlining the booth concept, product types, and marketing strategies.
• Exhibition Fee Payment: Most organizers require upfront payment as a commitment fee.

Registration Process

1. Contact the Event Organizer (EO): Find out the schedule of mall exhibitions that align with your business and contact the organizer.
2. Choose a Booth Location: A strategic location is crucial for attracting visitors.
3. Sign the Contract: Once you agree on the price and requirements, sign the contract and make the necessary payment.

Estimated Costs

Booth rental prices in malls vary depending on location, size, and event organizer. Here are estimated costs:

• Small booth (2×2 m): IDR 5 million – IDR 15 million per event
• Standard booth (3×3 m): IDR 10 million – IDR 30 million per event
• Premium booth: Can reach IDR 50 million or more

In addition to rental costs, consider additional expenses such as decoration, electricity, internet, and extra promotions.

Tips for Choosing the Right Exhibition

Not all exhibitions are suitable for your business. Here are some factors to consider:

Match the Event with Your Target Market

Select an exhibition that aligns with your business’s target audience. For example:

• If you sell fashion products, join fashion or lifestyle exhibitions.
• If your business relates to property, such as warehouse rental services, participate in property or home decor exhibitions.

Consider the Mall’s Location

Malls with high visitor traffic are more beneficial. Choose a mall that fits your product’s market segment. These malls are often located in strategic areas such as Central Jakarta and South Jakarta.

Evaluate the Event Organizer

Ensure the event organizer has a good reputation and can attract large crowds to the exhibition. A reliable EO will provide ample opportunities for inquiries and conduct technical meetings with a well-organized process before the event.

Review Previous Exhibition Track Records

Find out if the same exhibition in previous years successfully attracted many participants and visitors. You can ask the organizer about past visitor numbers and their target attendance for the current event.

Successful Strategies for Exhibiting in Malls

To maximize results, apply the following strategies:

Create an Attractive Booth

• Use a unique and professional booth design.
• Utilize eye-catching colors and lighting.
• Ensure the booth is not overcrowded to keep it comfortable for visitors.

Use Effective Marketing Techniques

• Product Demonstrations: Showcase how your product works to increase appeal.
• Special Promotions: Offer discounts or freebies for visitors.
• Collaborate with Influencers: Invite influencers to attract more visitors.

Maximize Visitor Interaction

• Use a friendly and engaging approach.
• Provide brochures or catalogs so potential customers can learn more about your product.
• Implement a lead generation system to collect potential customer data.

Leverage Social Media for Promotion

• Announce the exhibition on social media before and during the event.
• Use live streaming or Instagram Stories to attract more visitors.
• Encourage visitors to share their experience on social media.

Common Mistakes to Avoid

Many exhibitors fail to achieve optimal results due to the following mistakes:

• Not Choosing a Strategic Booth Location: A booth that is hidden or far from main visitor traffic can reduce footfall.
• Insufficient Product Stock: Ensure enough stock to meet demand during the exhibition.
• Lack of Visitor Engagement: Don’t just wait for visitors; actively engage them with product trials or interactive activities.
• Failing to Follow Up After the Exhibition: After the event, reach out to potential customers via email or WhatsApp to follow up on their interest in your products.

Maximizing Exhibition Opportunities with the Right Storage Solution

Participating in mall exhibitions is an effective strategy for increasing brand awareness and sales. However, success depends on thorough preparation, choosing the right location, and implementing effective marketing strategies.

If your business frequently participates in offline events like exhibitions, you likely have specialized event-related materials and equipment. Is your office located in a strategic area such as Central Jakarta or South Jakarta, where many events take place?

Even if it isn’t, you don’t need to worry—event supplies and other materials can be stored securely in warehouse rental services available in these strategic areas.

One of the best options is SpaceHub, a premium warehouse rental service offering secure storage for your exhibition materials.

SpaceHub has locations in MH. Thamrin, Bendungan Hilir, Gajah Mada, and Daan Mogot. Secure a storage unit and keep your exhibition essentials at SpaceHub. Visit SpaceHub.id for more information.