Exhibition stands that stand out!
Running exhibition stands is like running a campaign. You do not just need to sell your product, you also need to send a message about your business/company to anybody that passes by, especially so when your business is not based on a product but on an intellectual service.
There are many ways of attracting more feet to an exhibition stand at a trade fair or expo; it’s how you make use of these that will influence the success of your marketing strategy.
A good exhibition stands design is the first thing you need to tick off your checklist. A good design will make a statement of professionalism and good business ethics. It shows that there is genuine dedication from the company’s side to keep it running and not just slapdash stand set up to make a quick buck.
Stands need to strike the eyes of buyers with informative messages that give a good explanation of what you are offering. Using too much humour in visual displays can limit your message too.
A brief statement in large print always attracts the eye but, it needs to be situated where it will catch eyes that are not looking at your stand directly. Using visual adverts is worth the money as they can always be re-used in your office or as an advertisement somewhere else.
Invest in demonstration areas in your exhibition stands. Customers connect to a product once they see how it works. It has also been shown that handing customers a demo product creates a ‘connectedness’ with the product and when the customer decides not to buy and you take it from their hand they will often feel like they have ‘lost’ and regularly turn around to make the purchase.
If your product can be made into samples, let the audience help you demonstrate and then give them samples to try without your help at home.
Have a competition! People attending exhibitions and fairs are in a relaxed and shopping mood but what else is better than shopping? Getting things for free, of course!
Target groups you should focus on with your competitions include couples and groups. where one person is filling in his/her details at a stand, the other will usually stand around and watch, during which time they will most likely take a look at the rest of your exhibition, in turn creating interest from new buyers.
The one thing that will always ensure the continuation of success is providing quality service at all your stands and being loyal to your customers. Customers should not be bombarded with information or asked if they would like to purchase your product.
Treat them respectfully and inform them of the genuine features of your product and you should soon be on your way away to a successful exhibition.