Exhibiting at a trade show is a great way to increase brand awareness and generate more leads and sales. Putting together a really effective exhibition space which will attract interest and be informative does take some planning. To help you get the most out of your space, here are some of the most common mistakes to avoid.
Not letting people know you are there
It is not enough to just turn up on the day and wait for visitors to arrive. To maximise traffic to your stand, it is important to advertise your presence to attendees in advance. Set up a social media marketing campaign to help market the event. Look for hashtags which will generate traction, and join relevant groups on Facebook, LinkedIn, and so on.
Promote the event visibly on your own website, and add information in your email signatures. If you have a list of regular email subscribers, send out a group email, and follow up with phone calls to your most valuable customers. Include some incentives for people to attend in person, such as exclusive deals or free samples.
Not having a clear purpose to your stand
The more focused your stand is, the more effective the results will be. Ask what you want to achieve, whether that is to increase brand awareness, launch a new product or service, or to promote an existing one. If you try to do too many things at one, you will be danger of weakening your overall message, or even confusing visitors.
Set targets in advance, such as securing more email and social media subscribers, taking a fixed number of advance orders, or arranging individual follow up meetings with potential new clients.
Choosing the wrong event
For some businesses, the type of event will be clear cut. For others, it might take more research to decide which event might be most relevant to your target audience and goals. Consider the location of the venue—is it easily accessible via major transport links, and located centrally to your core customer base?
Not securing a good location for your stand
To gain the most traffic to your stand, look for locations in key spots near entrances, main thoroughfares, and other high traffic areas. Book early as the prime sites will be taken up quickly.
Being disorganised in your stand preparation
It is recommended that you start preparing your exhibition stand at least six months in advance. Set a budget, including for design and print of roll banners, flyers, business cards, and any branded promotional freebies.
Creating a stand that is too generic or too busy
It is not enough to just have a banner with your business name and a pile of leaflets to hand out. Include some interactive features, such as a digital screen where customers can view demonstrations about your products or services. Follow it up with a clearly marked information point, where visitors can chat to staff and pick up promotional materials.
However, avoid cluttering up the booth with too much information, as this can seem overwhelming and off putting.
If you are looking for exhibition space in Milton Keynes please get in touch today.
