What makes a good exhibition stand?
Over the years we’ve racked up quite a bit of experience working on some amazing exhibition spaces, whether that’s collaborating with an agency, specifier or end-user.
Below are some essential tips on how to make your stand a success.
Always brief your team. Never let anyone turn up to your stand without knowing why they’re there and what key points you want to get across at that particular event.
It doesn’t have to be complicated, but a few key points about your company and the products you’re displaying / services you’re selling go a long way.
Set targets. How will you know if it’s been a success otherwise?
These targets can be anything from amount of visitors to the stand, leads scanned, orders processed – just have something to measure against, or you’ll struggle to convince those with the purse strings that it was all worth it.
Follow up those who’ve been kind enough to let you scan them or hand over their business card or query. If they ask for information, send it as soon as you possibly can.
If you don’t hear back at first, second, third or fourth time following up – DON’T GIVE UP!! 80% of prospects say “no” four times before they say “yes”. The biggest mistake exhibitors make is not realising the gold dust they return home with and leaving leads to go cold, or losing them in transit from the exhibition back to the office…
Think outside the box. Visitors can be wary of stopping at exhibition stands for fear of being stuck with a salesperson who won’t let them escape, or get a word in edgeways. LISTEN before you speak! Let visitors choose to engage with you if your charming smile doesn’t win them over at first. Games, seating areas, food & drink and truly innovative spaces offer a retreat for visitors from other exhibitors – providing the perfect opportunity for a conversation…
Choosing the right space and what to do with it
Exhibit in an area and choose a space that is relevant for your both your budget & audience, then maximise it. Use graphics that rise above other stands to grab attention, lighting to enhance product displays and (perhaps most importantly) don’t overcrowd the stand with your own employees
When exhibiting your stand can blend into a sea of printed graphics, white vinyls and colourful displays. But these aren’t always relevant to your business, if you value your effect on the environment natural materials can be a welcome sight amongst the other exhibition stands.
The people you choose to represent you on your stand are everything. Choose them wisely. People that know the business inside-out and can naturally engage visitors (without the salespitch!) are a necessity.
This may sound a little simple – but always check your literature! You’d be surprised how often old brochures are taken to shows with outdated information and irrelevant subject material. Even better, if you can, produce something bespoke for the audience you’ll be promoting to at the show.
Everyone loves a good give away. Most end up in the bottom of the exhibition hall bin or with the children of visitors. Give them something they’ll want to keep and use time and time again. Something they can keep on their desks or that they’ll just find useful. Think about you visitor profiles and what they like – and if you’re seeing someone special that’s been prearranged, personalise it. Going the extra mile makes a huge impact.