For those of you who are unaware, Marketing Week 2013 is just around the corner! Marketing Week offers a fantastic chance for experienced and budding marketers alike to learn from the industry’s best. Should you be attending this marvellous excuse to show off your brand, you will need to know a couple of things first. A market designed for marketing is going to have your senses reeling; think about all those colours and slogans hitting you from every angle, your poor brain won’t know where to turn. As a marketer, this is where you need to know what attracts a customer, and what bores them to tears.
Know Your Brand
I found this blog post on HubSpot extremely useful for explaining the golden rule of exhibition marketing: understanding why you’re there. You may have what you’re going to say all readied, and you think you sound like the business, but a well-timed ‘what is your role?’ can derail your train in an instant, so don’t just prepare clever answers. People want to poke and probe your brand to test for holes, not listen to your corporate jargon. Be realistic: answer the questions like a human being and put yourself in your customer’s shoes. Remember to sell the value of your product, not just what it does. Function is pivotal to the product’s image, but it’s definitely the image that you’re selling.
Walk the Walk
You might be a snappy talker, but how do you dress? Appearance is everything. Let me say that again, appearance is everything. The Marketing Donut outlines these 12 reasons why exhibition stands fail to engage new customers, learn these basics and you can’t go wrong. On that note, if you want your stand to speak for itself, take a look at the services offered by Skyline Whitespace for some truly impressive, dynamic exhibition stand designs. I remember attending their Call of Duty: Black Ops 2 release in London. Admittedly I was more eager for the game than my next breath, but it was well and truly taken away on release day thanks to solid marketing.
This goes hand in hand with knowing your brand; being able to talk to people. Number 2 in this blog on ‘5 Reasons Customers Don’t Buy’ from About.com I would consider the most crucial point of exhibition marketing. Why would a customer invest their time and money in something they don’t think they need? Who really needs an iPhone 5 when the other 4 function just as well? The key comes from your dialogue. You need to make a big enough impression as a brand, as a product, and as a person for just one customer to be interested, so think about how that translates to a bigger audience.
Pack It In
Last but far from least, function as a team, not a rabble of hyenas. If someone inquires, they want a quick answer, not a team song and dance. Passersby aren’t buffalo; you don’t need the whole team to bring them down (so to speak), you should be able handle yourself. Forgive all the animal metaphors here, but this doesn’t mean you have to be a lone wolf; it simply means that being crowded by a host of white shirts and ties all explaining the same thing is unattractive. Simply knowing your team is with you should give you enough confidence to engage new customers: that and a huge customized stand.
I hope you find these tips useful, though I have no doubt you already know what you are going to do. If you only take one thing away, let it be this: be realistic and don’t try to look like a salesman.