How To Survive Your Next Exhibition…
We get it. Getting organised for an exhibition can be hard work and costly, but if done right, it can have a real positive effect on not only your business sales & numbers but for brand recognition too.
So to help you get prepared for your next event, we’ve put together some pointers to help you stand out from the crowd, and ensure that it pays off.
— Fail to plan, plan to fail
Preparation is key. Find out the main target audience for the event, where your stand will feature in the hall, how much room you will have, any restrictions that may be in place etc. Understanding these things will help you plan what you can/can’t and should/shouldn’t take with you.
It may also help to set up your stand a day before (if possible) so you can tweak your layout if it doesn’t look as you initially expected. If the event that you are attending doesn’t offer this, try setting up a mock-up in your home or workspace so you can get a clear visual in your mind.
TOP TIP: It helps to take a photograph of your stand (whether at home or in the events hall) so you can remember what items you put where for future use!
— Shout about it!
Let people know that you’ll be attending an event by posting about it on your website & social media. Share special offers on Facebook & Twitter that are exclusive to the event visitors, and tell them where they need to go or what they should do in order to get the reduced price or offer.
Connect with fellow expo-goers on Linkedin. Usually each event publishes what businesses will be attending and connecting on social media platforms is a good way to find out who you might want to start a conversation with.
Use Instagram to document before,during & after the exhibition. Not only does this keep your audience up to date on your event, it’s also a great way to give followers a human aspect to your business among all of the special offers that will be flying about.
TOP TIP: If the event sees that you are promoting their event as an exhibitor, there is every chance that they may re-publish a post about your business which a) will get sent out to people who are looking for your specific service & b) multiplies your audience ten-fold.
— Get Creative
Let your imagination run wild. You’ll be in a room full of your competitors and your ideal target audience, so it’s crucial to make sure that your stand looks bold and eye-catching to attract the clients that you might be looking for.
Many people tend to stick with standard bannerstands and tables, which has worked just fine for many years. However, if you wanted to kick it up a notch and create a Spectacular Space, make a vibrant appearance at your next event by using ink-on-fabric. Use a booth to create a cosy space for chatting to potential customers, a backdrop to show off your incredible brand, literature stands to hold all of your important marketing materials, the list goes on and on and on! If you like the sound of this, here is some bedtime reading to get you inspired.
You will also need to ensure that you get your other print organised too and with time to spare so it isn’t a mad rush and panic just before your event. Leaflets, business cards and promotional items will all end up in your visitors hands – so make it memorable & be sure to include contact details and any special offers.
TOP TIP! Some promotional items can take around 4 weeks to be produced, so get that idea on paper and into print asap!
— Connecting with strangers…
It can be hard talking to a person that you have never met, but it’s important to remember that the reason that your conversation has started is because something has caught their eye and they want to know more information about your business (which you conveniently know all about). Use open ended questions (what, why, when, how, who) to provoke a more in-depth response & more time for you to get to know what that person might be looking for. A smile always goes far as well!
It’s also a good idea to have some kind of marketing material in your hands. Using more luxurious stocks and finishes (shaping, foiling, embossing etc) can really give you the WOW factor above the rest of your competition and can be a starting point for a chat. Samples always go down well too!
TOP TIP! Take a walk around the halls and you’ll soon find that you’re sparking conversations with people who may not have initially wanted information from your stand, but are actually interested in what you have to say.
— Need a hand?
We know that it can be hard work to organise your event and get an itinerary together. We can help you form ideas about how to look the bees knees at your next expo.
Want to know a little more? Get in touch – 01562 747411
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