Following are some tips for exhibition success we have learnt from being in the exhibition business.
Location, Location, Location!
Possibly not something at the top of your mind when thinking about your upcoming exhibition or trade show. However, when booking your stand – you should definitely think about your position in the hall. We have noticed over the years that there will be areas which will naturally gain more traffic than others. Also, the way an exhibition is put together will influence the direction and flow of traffic. You want an area which will receive as much traffic as possible. Entrances and Exits for a start will guarantee that EVERYONE has to pass your exhibition stand. Some other areas within the hall may get missed by some people completely. Also consider areas where food or beverages are served and areas close to restrooms. Avoid, if possible areas where columns could obstruct views or anywhere that may be a little harder to access.
Hire professional staff on your exhibition stand.
We cannot push this point strongly enough! One thing we see time and time again in the exhibition hall are companies who have invested in a beautiful looking custom designed exhibition stand. You can see it from all areas in the hall and it really stands out. It has the “wow factor”……….but when you go to have a closer look, you can’t seem to get any information about who they are or what they are selling. Either the people manning the stand don’t seem to know their product or they just seem totally disinterested in you.
If you are going to invest in an exhibition stand, your most important asset will be your staff. Spend time and money on training and make sure they want to be there. You are there ultimately to sell, if you don’t have good staff to make contacts and sales your whole exhibiting venture will be for nothing.
Get professional help with signage and graphics
Once again if you are going to go to all the trouble of getting an exhibition stand together ….. don’t spoil it by sticking up a couple of posters on the wall which have been hanging in the office for a couple of years. Signage and graphics are very important in the overall professional look. People really will remember your company for all the wrong reasons if your exhibition stand looks ‘shoddy’. It doesn’t have to cost a fortune. Get your exhibition company to advise on different options within your budget. A computer cut vinyl logo can look fantastic and really won’t break the bank. If your budget will stretch, think about a 3D logo or some full colour printed graphic panels. A lot of companies we have dealt with will end up taking their graphics back to their office or showroom for permanent display there, so it’s often worth investing a little more for something more durable.
The little extras
Final touches such as lighting, furniture and accessories can be very important. If you want to attract people to come on to your exhibition stand and perhaps stay for a chat – provide an area where they will be comfortable doing so. Obviously comfy chairs and tables are a must, but what about a couple of plants too? A brochure rack with some printed material? You might want to hire a coffee machine so people will be tempted to stay longer. If you do that, you will need to think about providing bins too. Incorporate storage areas. You don’t want your stand looking ‘littered’ for want of somewhere to put everything.
Hopefully we can provide a few little extra pointers to make sure your exhibition or trade show runs smoothly. Once show opens, you don’t want to be looking around for ANYTHING. That is your time to concentrate on your visitors and hopefully new customers.
Tags: Event Planning, tips
