10 Tips for a Successful Exhibition
06 February 2018
Exhibitions and Trade Shows are a great way of promoting your business within your industry sector, be it at the NEC, Excel Arena, Ricoh or events like Agricultural shows where you just set up in a field. By following our guide, you can help your business to rule the exhibition hall.
1) The Location: An important aspect for success. If you’re in the busiest area, you’re more likely to pick up passers-by taking a glance just because they’re nearby. Near an entrance is a good spot because the eager visitors will be itching to get started!2) Presentation: The way both you and your stand look is vital. Would you be interested in a black and white display? Would a miserable looking man in a drab suit really attract you? We all know that we’re naturally attracted to bright colours, interesting gimmicks and happy people, so be welcoming to potential customers.
3) Flyers: Passers-by love grabbing information, even if they don’t show any further interest at the time, your flyer will get read at home later.
4) Brochures: If you manage to get the customers really interested, give them a brochure, showing them a wider range of products and potentially get more custom.
5) Drinks and Nibbles: These are a massive point scorer! Everybody loves a bit of chocolate or a glass of bubbles while they’re wandering round the hall. As long as they’re eating your supplies, they’re taking notice of something that surrounds them. Keep it simple though, a bottle of water is great, but by the time you have made a Cappuccino, they’re gone !
6) Freebies: Make it known that you’ve got free items. Pens and notebooks are always a hit; after all, we’re always looking for a working pen or a scrap of paper. Also ensure that you’ve got something bigger and better for those customers that are serious about working with you, maybe a cool mobile phone stand or a logo branded charger. But whatever you do, don’t waste the good gifts on the passers-by, you’re looking to make money, not lose it!
7) Business Cards: Using business cards will keep you in the customer’s minds… and their wallets! But remember that it isn’t all about giving details; you want to receive them too. Use clever ways to gain new customer information, for example a raffle using business cards you have collected !
8) Competition/Gimmicks: Make sure that there’s a prize, some people need an incentive to get involved. Use something that isn’t a product of yours, for example an iPad. The business card raffle is a great example of using a competition in your favour or a simple ‘Guess how many sweets in a jar’ - answers on the back of your business card please.
9) Preparation: The key to success is to always be prepared! If you’ve had a stressful morning with a broken banner, you don’t want to carry that into meeting new customers. Also, make sure that prior to the event; you have a list of basic background answers so that when asked a question, you have something to say to buy yourself thinking time.
10) The Follow-up: Gaining new contacts is your number one priority at Trade Shows, but it only pays off if you make an effort to contact them. You’ve collected their details, so phone and email them a week later to ensure that you’re in their minds. Otherwise, you’ve just wasted all of your work on finding new customers, for nothing.
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