Whether you’re a massive global corporation or a local start-up business, the way you plan and run your business’s stall at an exhibition can affect how your customers see you.
Make Sure it’s the Right One for You
Obviously there’s no point going to a craft exhibition if you’re a motor bike designer, but you can be more specific to your core demographic than this. Figure out if the attendants of the show are your target audience- ask for a list of the people who visited the previous year, and how many of them there were. Also, see if any of your competitors have attended and whether they plan on attending this year.
Advertise your Attendance
Once you’ve decided on the right exhibition, you cannot rely on the organizers to generate traffic to your exhibition space, so make sure it is known that you will attend the show. Advertise it on your website, particularly if you will be launching a new product or service. Send out emails to people and clients who may be interested and you could also advertise in your industry trade press. Make sure you do everything you can to let people know that your business will be present.
Your Space
You need to know what you want to communicate to your potential clients through your exhibition space. If your company’s aesthetic is clean and sophisticated, then ensure that your space reflects this. If you’re planning a product launch, you must make space for display or demonstration. You could make use of banners and pop up stands, and create a perfect looking space yourself, or you could commission someone like Apex Exhibition Design to construct and design it for you.
You should make sure that all your staff attending the stand have excellent product knowledge and what their role will be throughout the day, to ensure great customer service and satisfaction. A video of your work and business is also a great way to market to those who do not necessarily wish to engage with your staff.
Afterwards
Make a note of any revenue that was generated, as well as any leads that were founded through the exhibition, so that it can be quantified against the cost of exhibiting. Therefore when it comes to the next year, you can make an informed decision on whether exhibiting at the same place is worth your money.