We all know the image of an exhibition with hundreds of stands in boring aisles. Aisles with rows of counters, stands with screaming texts on the walls. Stands that don’t stand out at all or stands where you can barely discover what they offer. However, there are also stands that do stand out, stands that you remember when you leave. Stands where you get a very positive and professional impression. And these don’t even have to be the most expensive stands in the best locations.
Here are nine smart tips to make your exhibition participation unforgettable
1 – Make your stand unique
Even at an exhibition, it applies: ‘You never have a second chance to make a first impression’. A well-designed stand attracts visitors and has a positive impact on the reputation of your organization. Choose a clear and unambiguous message and ‘keep it simple’: the visitor decides in a few seconds whether this proposition is interesting for him or her.
Don’t have much budget for a large stand? Seth Godin had the smallest stand at a very large exhibition in Boston, but everyone knew he was there. Why? Every day he pointed out a visitor to the exhibition who wore his company T-shirt. They then received $500. A lot of people wore that T-shirt, I can tell you. Smart and unique. Read more about Seth Godin’s exhibition.
2 – Location, location, location
Of course, the location is important. And of course you can get a top location if you just pay. Do you have the budget for this? Then secure your location as soon as possible, because these locations are the fastest to go. Is it likely that you will be present again in the coming years? Then negotiate a long-term contract and save on costs.
Is your budget less? Then carefully study the exhibition’s route and make sure you end up in a logical route. A corner is always better than a stand in the aisle and it’s smart not to stand too far from the entrance. Visitors are then still fresh and more receptive to your message. Read more about stand locations.
3 – Make your stand accessible
Your stand shouldn’t just look good and professional. It should also be accessible and inviting. Make sure there is as little threshold feeling as possible and make sure you have an open stand that flows as much as possible with the exhibition surface. Smiling faces from your staff are a must.
4 – Make the goal of your exhibition participation SMART
Make your goal of participating in an exhibition concrete, measurable, ambitious and realistic. By analyzing whether your goal is achievable within the set opening hours of an exhibition with the staff you had in mind, you can also start working towards that goal. Train your stand staff on the do’s and don’ts and on the right opening line. Success is also contagious and if you experience people’s success, they are even more motivated. Experience shows that the result of an exhibition participation improves significantly if you pay attention to this or even hire a professional trainer.
5 – Show that you are an authority
Show your expertise to your visitors. Perhaps you can show a Whitepaper with market information, research reports, a list of the latest trends or something similar. Promise to send these to customers as soon as you have their details. Read more
If you have a product or service that lends itself to demonstration, it is certainly smart to do so. Then focus mainly on the added value of the product for the visitors and not on the technical features.
6 – Organize a competition
Everyone loves events where you can win something, special promotions or competitions. This also attracts the necessary people to your stand.
Perhaps you can come up with an action that is in line with the product or service you offer. In any case, make sure that visitors leave their details so that you can approach them specifically after the exhibition.
7 – Use Social media
Use Facebook, Twitter and LinkedIn and connect with visitors. You can do this by looking at who has ‘checked in’ at the exhibition or who uses the special hashtag of the exhibition. Not only can you approach visitors directly in this way, but by linking the hashtag to your company yourself, you will also rise online.
8 – Giveaways
Giveaways are always popular with exhibition visitors. Just make sure they are gadgets that add value for the visitor and that they fit your company, product and/or service. And do you want to give away something different than the traditional pen or keychain? There is enough unique to come up with. Recently, a company gave away bouncy balls, which wasn’t really in line with their product, but a smart way to stand out.
And do you want to give away bags? ‘Be smart’, make sure you have the biggest bag, then visitors will put all the other bags they get in yours.
Bonus tip: effective lead follow-up after the exhibition
Ok, the exhibition is over. It’s time to pack up, break down and leave. The exhibition may be over in a physical sense, but a very important part of the exhibition is just beginning. You have made all kinds of contacts, collected business cards and met with interested parties. Now it’s time to convert as many of those leads into customers as possible. This can be done, for example, with a lead nurturing program via email. The combination of smart email marketing and targeted use of sales activities can then lead to more and better conversions.