1. Keep things simple. No one is fooled by the information overload tactic or the hard sell. Display your products as simply as possible so they can speak for themselves without distraction. Be consistent throughout your stand.
2. Keep colours to a minimum. Don’t make things look busy by using bright and contrasting colours. If your company logo is blue – make this your overall hue and use neutral complimenting colours. This will not only keep in with your company branding but will allow your products to stand out.
3. Create a ‘good vibe’. Make your stand welcoming. You can use smells, lighting, sounds, visuals and a comfortable meeting area. Materials and finishes are particularly important in creating a ‘vibe’. Work with your exhibition stand designer to come up with somewhere you can sit and discuss business in a relaxed and conducive surrounding.
4. Give your customers a reason to visit. Try and plan an ‘event’ such as a badge /business card draw, a raffle, a talk, competition barrel draw, a demonstration etc. at a certain time. Advertise that time on your stand so you can gather a crowd. Also, advertise special events before the show too. Not only is this good for your own business, the organisers will be happy that you are driving attention to their show.
5. Get personal. Instead of just sending out general information to all your customers/prospects before the show, create and send a personal invite. You can even allocate a time for them to visit you on your exhibition stand so when they do turn up they will feel that you have put aside some time just for them.
6. Add some funky design elements. Although abiding by tip number 1 to keep things simple you can still add that extra touch such as an interesting lampshade, or brochure rack. Use imagination with display cabinets. Get something specifically designed for your product. A groovy lounge or designer chair can really make a stand come to life.
7. Offer food and drink. Depending on your stand size and budget, you could have anything from a full bar or café to just a simple coffee machine or water cooler. Discuss your options with the event organiser.
8. Accessorise. A couple of well placed plants or flower arrangements can add a homely, natural feel. At a beauty show for instance you will see a lot of ‘natural’ elements such as plants, pebbles, water features etc.
9. Give something away. Find or create something you can giveaway to your prospective customers. Anything from pens, mouse-pads, mugs, key-rings, fridge magnets, etc. can be customised with your company logo. Or better still, find something in line with the show. For instance a computer/IT/tech company could giveaway memory sticks. A printing company can giveaway notebooks or calendars.
10. Entertain your customers. Exhibitions or trade shows can be tedious places for the buyer. They’re often traipsing from exhibition stand to exhibition stand being overloaded with information and sales pitches. Be different; offer up some light relief. Depending on our audience and budget, you can hire people who specialise in entertaining at events, from spruikers to magicians, to dance girls.
