The Apprentice and how they got it so wrong!

BBC The Apprentice

BBC Show The Apprentice Goes To The Pet Show London.

And they couldn’t have gone about the exhibition in a worse way! For a television programme that claims to generate the UK’s next big entrepreneurs, it should hang its head in shame.

The winning team received around £4,000 in sales with the losers bringing in around £3,000. 

These figures are almost laughable. The space alone would have cost them more than that, working on a minimum average space cost of £300 per square meter! 

So where did they get it so wrong? 

In our judgment in 3 areas! 

Firstly to be fair to the candidates the task itself was fundamentally flawed. By Judging the candidates on one day’s worth of sales from an exhibition does not show the true picture. Anyone who has anything to do with an exhibition knows that the majority of sales come after an exhibition has finished by following up your leads. This is especially true when it comes to business to business, in the case of business to consumer it’s not such a high percentage but there is still a large amount of sales to be made post exhibition. 

To really judge the candidates as to who had picked the best products and performed the best, the task needed to be 1 month long to get a better handle on sales figures…but I suppose this wouldn’t have made for great TV and may have stretched the budget somewhat! 

Secondly the stand designs were drab, dreary and didn’t so much grab attention but diverted it away from the stand! How they expected to get the foot fall on to their stands to make really good sales I will never know, dull grey uninteresting stands do one thing…turn people away. Bright, crisp, clean and exciting to the eye stands with a clear message or question are what attracts people over and brings those all important leads over to you! 

Thirdly their attitude and sales technique. They made people feel uncomfortable through talking far too much and barking all the great features of their products at potential buyers without ever qualifying their needs. They didn’t even ask if they owned a pet or what was important to them about their pet, if they had they could have tailored their pitch to the individual needs of the pet owner, created a desire where upon the pet owner would then justify any price to themselves once they really wanted it. A shambles would be praising them. 

After about 2 hours did you see the body language? The majority of the apprentices heads dropped and their faces turned to thunder. Did they not realise being on a stand with a sour looking face just drives people away. Common sense tells you if you are that demotivated get off the stand and get some fresh air, take a break and come back with a smile!

All in all…Lord Sugar if you are reading this…come to us the next time you want to do an exhibition and let us show you how to get a proper return! 

If you are planning your exhibition and want your very own free stand design click here

Plus Group

Plus Group

Tom Bristow is the Managing Director of The Plus Group and has worked in the exhibition industry for over a decade. He is passionate about the service his company provides and he eats, breathes and sleeps everything exhibitions.
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Plus Exhibition’s flexible trade show stand hire services are the most cost-effective on the market. You can commission a bespoke stand that’s tailor-made to your specific requirements or hire one of our stands on a recurring or one-off basis. Our custom hire service is fully project managed from start to finish and includes free exhibition stand rental, as well as expert installation and dismantling of your equipment.

Our exhibition stand design company specialises in one-off bespoke stands that can be reused time and again. We supply your custom stands with full design and build services, including a free consultation and 3D render that shows what your stand will look like. You can rest assured that it will meet all your requirements.

Invest in a self build solution and plan for cost savings. Commissioning a bespoke, self build exhibition stand will maximise your opportunities to increase sales, while minimising the cost of attending shows. Our stands are designed to be super durable, easy to set up and will pack down as small as possible, for convenient transportation and storage. We include training in setting up your stand if required.

You can benefit from our free hire plan. It is the most cost-effective exhibition stand rental scheme on the market. You only pay for your graphics and the installation and dismantle service, as we loan you the stand hardware completely free of charge. However big or small your stand is, hardware hire from us is still free. There are no strings attached or ongoing commitments, and our rental plan can save you up to 75% on the cost of exhibiting at further shows. As the installation and dismantle is done for you, all you need to do is show up and exhibit.

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We can provide you with a rough price over the phone when you fill in our simple quotation form, or you can take advantage of our free 10-minute consultative phone call. We can then provide a free 3D render of your proposed stand and supply an in-depth no obligation quotation video. The exact cost of your stand will depend on the setup, and whether you choose to hire a stand on an ongoing basis or commission a self-build stand for reuse and storage.

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Our standard packages include every element you need to for a complete display, from professional installation and breakdown to the hardware, custom graphics, lighting and flooring. You won’t have to worry about a thing; one of our experienced project managers will be on hand to take care of everything, including the necessary health and safety documentation and admin.

What Our Clients Say

We’ve worked with a range of brands to create unique designs that do all the heavy lifting at your exhibition, so all that’s left for you to do is provide a welcoming smile to the visitors inevitably flocking to your stand. Our clients include small start ups as well as multinationals such as Sainsbury’s, Google, Specsavers and Apple.

Here’s what our clients say about us:

Racoon Exhibition Stand Review

I was going to drop you an email…it was on my to do list J find attached a few pics but I will let you have some more when I get them. If you could let me have yours too that would be great, thanks.

I wanted to email you because I have to say I am very impressed with your company…

Auto Guru Exhibition Stand Review

Our whole team is very happy with the stand. Thumbs up to the guy who built our stand and you of course.

I attached one of the photo that I took on Day 1, it would be great if you can share it on your social media page…

Quinn Building Products Exhibition Stand Review

I just wanted to say a massive thank-you for your help with the creation of our stand! We were very pleased with the way it turned out and the professionalism and support we got from you all when we were working on the design of it. Also to Jamie and his team for doing an excellent and extremely tidy job of erecting it…

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