Putting together a stand for an exhibition or trade show takes a great deal of planning and prep work. As long as you are putting in so much time and effort, it is important to make sure that you get the results you want. The 11 tips below should help ensure that your trade show experience is as successful as possible.
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1. Look for an exhibition opportunity that is a good fit.
If you choose a trade show or exhibition that is not a good fit with your products or services, success is practically impossible. On the other hand, if you find an event that caters to your target audience, you are much more likely to get positive results. When evaluating events, find out how many people typically attend, who the primary sponsors are, and how the event is marketed.
2. Go into the exhibition with clear objectives.
Knowing what you hope to accomplish at the exhibition or trade show is essential. Before the day of the event, set actionable goals that have real, measurable results. For instance, try setting a goal for the number of new leads you want to generate or the number of new industry connections you want to make. Then, come up with a plan that will help you meet those goals.
3. Make sure your booth fits with your objectives.
Designing a booth is a combination of art and marketing. It needs to be eye-catching enough to attract people as they walk by. At the same time, it also needs to help you meet your goals and objectives. You only have a few seconds to grab the attention of potential customers as they pass, meaning that you need to keep your marketing message is short and to the point. Choose the right contractor who will create the exhibition panels that your brand requires.
4. Build curiosity to draw people in.
Getting people to stop by your booth is easier if you can build a sense of curiosity. Don’t be afraid to think outside the box. For instance, what if you had a magician on hand performing tricks to capture everyone’s attention? Even though you may initially balk at the idea of using a gimmick to attract customers, this technique is highly effective. Just make sure that whatever method you choose fits well with your brand.
5. Spread the word.
Before the exhibition, do your best to get the word out to your fans and followers.
If your booth is active, people are more likely to take an interest in it. Don’t be afraid to let people know about any upcoming exhibitions via social media, your email marketing list, or your website.
6. Avoid asking yes or no questions.
If you want to start a conversation with someone in your booth, don’t ask them a yes or no question. Instead, ask them a question that requires them to elaborate a little bit. If you ask someone if they need help, they most likely will say no. On the other hand, if you ask them about their business or about what they are looking for, they are more likely to stop and visit.
7. Get all of the senses involved.
One of the unique things about participating in exhibitions is that it gives you a chance to interact in person with people who are interested in your products or services. To make the experience as memorable as possible for everyone at the show, find a way to get all of their senses involved. Although it may take a little bit of creativity, incorporating senses like touch, smell and taste can leave a memorable impression on your visitors.
8. Create a great first impression.
The staff in charge of your booth is every bit as important as the booth itself. Every member of your team should be trained on how to interact with the public. This includes dressing appropriately, being friendly and outgoing, and smiling to draw people in. Try to avoid getting drawn into long conversations. Instead, focus on having short interactions with as many visitors as you can. Turn off your phone so that you can focus fully on your conversations. This will give you a chance to really hear what people are saying so that you can respond appropriately.
Always try to get contact information for any visitors who seem particularly interested in your products or services.
9. Don’t make common mistakes.
Avoid activities that will drive visitors away. People are unlikely to stop by your booth if you are chatting on the phone, chowing down on a big sandwich right out in the open, or sitting with your back to the crowd. Keep the area clean and tidy and always act as professional as possible.
10. Track your leads.
Before heading out to the exhibition, put together a system that makes it easy for you to keep track of your visitors. Try classifying any contacts that you make based on their level of interest. Your list might include people who are solid leads, people who are potential leads, and people who simply made contact but may not be interested in your products or services. Don’t rely on your memory. Instead, write everything down right away on a sheet of paper or on the back of any business cards that you receive.
11. Don’t neglect your leads.
The work doesn’t end when the exhibition is over. Instead, you need to actively reach out to the leads that you generated during the show. After all, that is the whole point of participating in trade shows or exhibitions. Following up after the show is a great way to turn your leads into active customers.
