When heading to a trade show or exhibition, it’s important to stand out from the crowd. Attending any type of industry event can be expensive, so businesses need to make sure they make the most of it. With hundreds of other similar organisations to compete with, attendees need to have a well thought out strategy for attracting attention and generating leads.
The marketing material and general design of the stand will play a huge role in getting people interested and increasing footfall at your booth. The sales and marketing team should also have a range of ideas for generating leads and achieving the targets for the event – whether that’s to increase leads, gather data or close sales.
Here are some general tips for standing out at your next exhibition and ensuring a return on investment.
The first step is to master the perfect design for your booth and exhibition stands. It all depends on how much space you have to work with, but commissioning bespoke signage from graphic design specialists is a safe bet. Exhibitors need to work out how best to display their branding and special offers in a way to grab the attention of attendees. Colours and imagery are really important in exhibition signage, and you also need to consider which products or services to showcase to the targeted audience.
Many exhibition spaces allow you to incorporate technology into your booth in order to create a more interactive experience. Most exhibitors now have some sort of digital element, whether it’s an iPad survey or a TV screen showing a marketing video. Think of creative ways you could encourage passers-by to get involved at your stand.
Competitions and Giveaways
If you want people to stop and chat, then there should be something in it for them! Running a competition or giveaway is an effective way to get hold of email addresses or contact details of potential leads. Alternatively you could run the competition online, and ask attendees to follow you on social media in order to enter. While people enter their details you can chat to them about your products or services to try and spark their interest. You can also give away freebies, such as promotional items, so they don’t forget about the competition they’ve entered.
Always remember that the main aim of attending a trade show as a business is for the people you interact with to remember your company. Be memorable by standing out and giving attendees a reason to recall your brand.