Investing in a trade show or exhibition can be a big step for a smaller company. You only have a small window of opportunity in which to make your move. Shows are usually just one or two days long. So here are a couple of strategies to help you make the most of your exhibition or trade show.
1 – Make Sure you are at the Right Trade Show
Do some research. Ask around similar companies to yours for their experiences. Find out where they’ve had success. Most people will be happy to tell you as the more people exhibiting, the better it is for everyone involved as more people will be attracted to come along to the show.
2 – Get a Good Designer
Designing an exhibition stand is not purely about looking good. A good exhibition stand designer will be able to advise you in areas such as lighting, storage, furniture, display cabinets, colour scheme, signage etc. Even if you know exactly what you want in your stand it is a good idea to get a professional involved.
3 – Know How to the Crowd Works
Be aware of all the things at your disposal which will attract a crowd. Signage, banners, movement, colour and professionals mannin g your stand can all be used to draw in your customers. Know how your stand looks from every angle and make the most of areas which are most visible to the largest traffic areas. Put your main logo and message there. Don’t block any areas where people might be inclined to walk in. Keep passageways clear.
4 – Get Contact Details
Whatever your tricks for getting people to look at your wares, whether brochures, giveaways, product samples or competitions, make sure you have a plan in place to collect your potential customers’ details. For instance, if holding a competition, collect peoples business cards in a barrel, if giving out brochures, get people to fill out a ‘visitors form’ with the promise that you will send them any further brochures or info on your company.
5 – Always Follow up After the Show
Once the show is finished, this is when you really need to start focusing on your marketing plan. Follow up on all leads made at the show as soon as possible. Trade shows and exhibition halls can be very overwhelming to visitors and they will often walk away with information on several different companies without a firm idea of what they should do next. You want to be first in there while the event is still fresh and also when they are not being bombarded by information all around them. They are far more likely to make a decision from the comfort of their own office.
