Having a stand at a trade show or event that your target audience will be attending is a great way to attract new customers and clients, as well as let exciting customers see a human face to your organisation. However, to ensure success, you need to carefully plan what you are going to do to achieve this, as well as get feedback from attendees after the event to help polish your presentation for the next show! We have some tips to get you started on your trade show exhibit. 1. The stand Depending on the event and your budget, your stand may be simply a booth with a table and a couple of roller banners, or a bespoke, branded pop-up stand, brimming with screens and information. In any case, to achieve the best results, it is vital that your branding is easily visible, and lets people know who you are and what you are offering. Ensure that your stand represents your brand. As well as having branded freebies, such as pens or keyring, snacks and hot drinks are a great way to attract customers. 2. Staff It is important to ensure you have enough staff at hand when exhibiting, especially if the show spans several days. You should never leave your stand unmanned, so have enough personnel to cover breaks, meetings, and workshops, even if you need to hire temporary staff to take on the role of hosts, making coffee and providing snacks, and making appointments. Make sure everyone on your stand knows what your business is about, and what you are selling. Even temporary staff should be briefed so they can provide basic answers to questions, for example, about special offers you have on the day. Make sure your staff are positioned in front of the stand if they are not busy with other tasks, where they can greet people and chat with customers and clients. Make sure your staff dresses according to your target audience. A lot of companies also use branded clothes, e.g. t-shirts or jackets, to increase brand awareness.
At the very least, make everyone at the stand wear a branded name tag so that people know who they are talking to and what their position in the company is. And as anyone who has ever been to a conference or trade show can testify - wear comfortable shoes! 3. Promotion You need something that will attract people to your stand at a trade show or conference, whether that’s a prize draw to collect business cards, or special offers for delegates, or something else. But it is a good idea to have some kind of draw that will help encourage a sale or for delegates to sign up to your mailing list. Merchandise can get a bit out of hand, with businesses trying to outdo each other with fancy gimmicks. However, in an age where we are all aiming for sustainable operations and reducing waste, it might be good to avoid going overboard with freebies. That being said, branded pens are a good idea, and pretty much expected by visitors to the show, and branded tote bags are a good idea to help delegates carry all the promotional material that is handed out at trade shows, leading to delegates walking around all day with a bag with your brand emblazoned on the side. Of course, you should never forget to equip your stand with printed brochures or leaflets. Together with business cards, your marketing material is crucial to spread the word about your products or services. If you’re looking for exhibition space in Milton Keynes, get in touch today.
