You need to excel, make an impression, and be memorable
If your company is attending a trade exhibition, then your services or products are on display. Your audience has already been qualified because you are offering something they are seeking – after all, that’s why they’re there.
You are provided with a captive opportunity to interact with them face to face, the chance to create that all-important human connection that can be the difference between getting the work or not.
Put bluntly, it’s a golden opportunity to acquire new clients and sell to them.
But you must understand your audience in greater depth than simply assuming that if they’re there, they’re interested. You can’t rely on the product to be the audience differentiator because what will excite attendees at an automotive event may not be what will excite attendees at a pharmaceutical event.
You need to get inside the minds of your audience to provide that ‘wow’ factor.
Get inside their minds before they even attend – start your campaign on social media beforehand to create sharable moments, competitions, something to do something to do on the day.
Highlighting your services or products goes without saying. Expressing your values clearly enhances your appeal to clients who are looking for suppliers with a similar outlook to theirs so keep that in mind.
So, if one of your values is sustainability, then live it and use sustainable materials on your stand to make a statement. Who are the attendees who also have sustainability as a value going to prefer to work with?
The challenge is that all of the stand exhibitors have the same intention and the same opportunity. You need to excel, make an impression, and be memorable.
Your stand will have a defined footprint so it’s important to optimise it. Be clear about the exact dimensions to prevent wasted space or lack of space.
Although a smaller stand in a more visible location such as a corner may be better than a larger stand on the outskirts where fewer people see, you may not have a choice about location, so you need to maximise the potential regardless.
Maximise flow. Dedicated meeting areas should be further away from passing footfall although still visible and with the kudos factor of enclosed spaces for VIPs. You want to be seen talking to attendees without blocking the view and people need space to network or explore.
People also love to walk away with a branded bag of gifts, and don’t underestimate the appeal of a free coffee, soft drink or beer.
Remember that although your footprint might be limited, your ceiling usually isn’t so use height to gain attention and optimise visibility. Similarly, make your stand contrast with the others. If grey, black and chrome is the current trend, subvert it and go bright and colourful.
Inevitably, particular construction materials used for the stand will reinforce different offerings. For example, technical, medical, or science industry events lend themselves to contemporary, sterile-looking, hi-tech stand materials whereas consumable or house build events might incorporate geographically based or sustainable materials to enhance the sales message.
Creative use of lighting can make a dramatic impact – especially if most of the other stands are relying on basic overhead floodlights.
Inhabit your stand with the innovative and creative solutions – perhaps the latest gamification, hologram or VR and AR tech. Encourage audience interaction through tech – give them something to do, to draw them in, so that if yours is the tenth stand that they see, it isn’t the tenth time they see the same thing.
And remember that data collection is key to evaluate the performance of one event and inform planning for the next so gather engagement data to analyse the event’s popularity.
Safety is, of course, key. The logistical implications of stand production must be managed so that materials are transported and secured, and waste removed, in compliance with Health & Safety regulations.
Be state of the art, be up to date, be smart, and be memorable. Your audience wants to be participants not spectators so be ahead of the game and give them an experience that lasts.