Conferences, trade shows and exhibitions are a lucrative opportunity to establish your brand in an industry and gain new customers or clients. However paying for a stand doesn’t guarantee a busy day of sales – to make your exhibition stand work for you, it’s important to spend some time, effort and money on making your presence stand out. Let’s take a look at how to maximise your impact at the next exhibition, and how to secure a good return on investment.
Start Planning Early
One of the biggest mistakes that businesses make when preparing for a conference or exhibition is leaving things too late. When signage, displays and marketing collateral are so very fundamental to the success of an exhibition stand, you can’t afford to turn up without these basics.
Although professional printing companies should be able to provide good turnaround times, avoid unnecessary pressure by ordering your event graphics and printed materials at least a few weeks in advance.
An Eye-Catching Presence
With hundreds of other stands for attendees to visit, what makes yours stand out from the rest? You only have a few seconds to catch the attention of passers-by, and if your display is bland or it’s difficult to gauge what you’re offering, people won’t stop to find out.
Well-designed signage should clearly display your branding, message and any offers or USPs (unique selling points), to grab the attention of delegates as they approach your stall. A professional large printing company will have the expertise to help you create a high-impact stand.
Retain their Attention
Once you’ve engaged the attention of passers-by, you need to retain it, which makes marketing collateral at your stand essential. If your signage is good, your stall should attract a high volume of footfall, but you can’t talk to every single attendee at once.
Leaflets and flyers will enable attendees to find out more information quickly and easily; if you want them to stick around until a sales rep is available, a competition or free goodies such as cupcakes and stationery will encourage people to wait when your stall is busy. Make sure that you order plenty so that you don’t run out before the end of the day!
A Personal Touch
Finally, bring along a good selection of representatives who will be able to man your stall throughout the day. After investing in your exhibition presence, it’s crucial that your sales team drive a good ROI (return on investment) to make it all worthwhile. Choose a few enthusiastic employees with the confidence to approach and engage with attendees, to keep the momentum and energy levels strong on your stand from morning until late afternoon.
First impressions really do count when exhibiting at a conference or trade show, so don’t underestimate the importance of quality exhibition signage, enthusiastic sales reps, and leaflets or freebies. Start planning early to reduce stress in the week leading up to the event, and you’re bound to make a great return on your investment.
This article was written by Kelly Gilmour-Grassam with useful information from Signspec. You can follow Kelly @KellyGGrassam.
