Guaranteed a better exhibition participation with these 8 tips
No exhibitor participates in an exhibition without expecting a return on their investment. However, many exhibitors do not capitalize fully on their opportunities. Do you want to draw attention to your company at an exhibition? Are you launching a new product? Do you want to generate leads? Do you want to meet existing customers? Answers to these strategic questions help you define what you want to achieve with your exhibition participation and assist in setting ambitious goals to guide all involved in directing their efforts correctly.
Improve your next exhibition participation with the following 8 tips:
1 – The five-second rule at exhibitions
Most people walking past your booth decide within five seconds whether your message is interesting enough for them. Ensure you trigger your prospects to stop and stay at your booth. Your exhibition presence should convey a powerful message at first glance. Many companies invest in pre-show marketing to attract targeted visitors to their booth. Relying solely on random passersby will certainly result in large missed opportunities.
2 – The right space for an exhibition stand
How large should your stand space be, and why? The bigger the space, the more room you have to showcase your products and services and present your company effectively. However, bigger is not always better, especially when considering your budget and potential returns. The first step is to determine how you will use the space, which depends on your communication message and how you want to be perceived. If you want to show that you are the leading company in the market, your exhibition stand should be large and daring. But you can still exhibit on a smaller budget using a portable pop-up display wall.
3 – The exhibition handbook contains useful information
Read the exhibition handbook before deciding. Each exhibition has its own rules. Some exhibitions may prohibit giveaways, while others encourage them. The handbook often includes a list of all exhibitors (who can also be prospects), a floor plan (useful for determining the best stand location), and information about the expected visitors (compare the visitor profile with your target audience’s profile). Much of this information can also be found on the exhibition’s website.
4 – Measurable goals
What do you want to measure? It is advisable to create clear plans for effective exhibition marketing. The plan should outline the desired outcomes and how those results will be measured. The goal might be as simple as “one sale” or collecting 50 “A” leads. Whatever you decide, determine in advance how you will assess the success of your exhibition participation. Consider ratios like cost per lead or cost per written order.
5 – The power of a 30-second elevator pitch
Your booth staff will interact more effectively with prospects if everyone can deliver the same 30-second elevator pitch. This pitch should include the key message you wish to convey, such as the primary benefits for your customers. These same points should also appear in your booth visuals and other content. Ensure that the communication message at the exhibition aligns with your strategy. Keep the focus consistent and make sure your messages are quick and easy for a prospect to understand.
6 – The benefits of qualifying potential customers
What is an “A” lead, and how can I quickly assess booth visitors? When potential customers approach your stand, it is useful for the booth staff to ask a few qualification questions. Ensure you collect contact details for follow-up, preferably through an automated lead registration system. Document information about the conversation for future use. The 80/20 rule may apply here. If you have lots of booth traffic, try not to collect information from everyone. Focus on those who show genuine interest and meet your criteria for a strong potential customer.
7 – Follow up
A common mistake is thinking that handing out marketing materials is sufficient. In reality, most brochures handed out at exhibitions are never read. It may be wiser to provide a one-page flyer or, better yet, offer to send it via email. Even better, ask if you can deliver it personally after the exhibition during an appointment. Regardless, limit the amount of print material you distribute at the shows. Determine in advance how you will follow up on all leads. Will you send brochures, call everyone, or use a combination of both? For your best leads, it is crucial to contact each qualified prospect and schedule a follow-up conversation or meeting within a week of the exhibition, while the event is still fresh in their memory.
8 – Request feedback after the exhibition
Was the exhibition worth the time and money? Before proceeding to the next exhibition, take the time to determine what worked at the exhibition and what did not. Ask for feedback from everyone who participated in the exhibition and request recommendations on how the results of future exhibitions can be improved. Once you have collected evaluations from the booth staff, you can add these to the exhibition report.
Make your next exhibition even more effective!
By measuring your marketing efforts for exhibitions, everyone will see how they contributed to your company’s success and how they can be even more effective next time.
Would you also like to create a stand with a high return? Let us know!
