Having a stand at an exhibition, conference or trade show is a great way to grow your business and build a customer database, making sure that your exhibition space attracts plenty of interest and attention from the most suitable visitors.
A trade show is the best possible way to promote your company to a wide market in a short space of time, even though you are against a high number of other competitors.
Creating the most successful exhibition stand may sound like a daunting challenge, but don’t worry! Here are some top tips to pull in the punters and attract the interest your company deserves.
Make it Visual
Think of your stand as a portable shop window – you want it to say ‘come in and have a look!’ to visitors and be a welcoming space to enter without feeling intimidated. Choose visuals such as posters and products in order to boost the image you want to communicate. Your objective to sell should be noticeable, but not in a pushy or dominating manner. Employ a company to design and build your exhibition space specifically to suit your objectives. Companies such as Apex create and deliver custom built exhibition stands to promote your business, whatever your budget.
The most attractive stands are often the ones which having something a little different about them. Be creative with lighting, sounds, screens or signage to grab attention and keep it. Follow visitors around your exhibition space to see what they see, and make sure there is no visual overload or too much text to read. Check out these creative exhibition stands for design inspiration!
Keep It Simple But Effective
Remember, small is beautiful too. Exhibiting is all about having great ambitions and a product that people want, not having a huge and extravagant budget! Planning a space that suits your brand can be a little challenging, and it is often presumed that the larger the stand, the more attention you will attract. This isn’t always the case; if your objectives and business values are present, a small stand may be just what you need!
Use Colour… Well
Colour, if used well, can be one of the most successful marketing strategies available to any business. Colour can quickly create a relationship between brand logo and human emotion, giving a person an instant connection to a product. The connection between that of colour and psychology is an extremely interesting theory, and if understood can provide your company with a successful, recognisable and highly respected brand and business rapport. Check out this article on the psychology of colour in marketing, and make sure you brand your company with the colour of success!
Practice Makes Perfect
Before the exhibition day, set up your space in the workplace or an accessible location and explore how it feels and how it looks to passersby. Having a dress-rehearsal is a great way of eliminating any unnecessary elements, and helps you to focus more on what works rather than what doesn’t. It’s also a great way to gain some time during set-up and enables you to know exactly how to assemble on the day!
Get the Right Staff
Pick your team members with both event and customers in mind. Many exhibitors use the ‘hook’ candidate (someone who attracts people to the stand), or the ‘spotter’ (who approaches people and brings them to the stand) – but if you have neither, do not worry! You can hire promotional staff who are perfectly selected to suit you and business values; companies like Breeze People audition and hand-pick the ideal staff team to suit your event!
Have a Secret Weapon
Secret weapons can be anything, but make sure they are something that is going to attract attention, and even provide a customer with something they need or want. Preferably for free! Promotional gifts are ideal for exhibition freebies or to distribute throughout the trade show to encourage people to come and find your stand. The key to promotional gifts, though, is to create something fresh and something completely different to a competitor – often the most unique promotional gifts work the best. Companies like EMC Advertising Gifts offer fun alternatives to the traditional promotional product, and will provide you with something that visitors will want to keep!
In order to be brand-successful at exhibitions and conferences, just keep the above tips in mind and give yourself plenty of time to make arrangements, organise and make any last minute changes that may crop up. Time is key to any successful company! Don’t forget to promote and let people know which exhibitions you are appearing at and what dates to put in their diary! Here’s a helpful trade show planning guide to help you along the way. Good luck!