How to make your exhibition stand pop
Attending an exhibition can be one of the best things you’ll do for your business.
As an entrepreneur or small business owner, you should try to gain as much exposure for your company as possible.
And exhibitions and trade shows give you the opportunity to really spotlight your business and brand.
Sophisticated conferences throughout Africa are not difficult to find and are promoting economic growth. If you’re a business in Africa you should consider attending some of the stellar African conferences that happen annually.
When attending a conference or trade show, you can expect to be hobnobbing with heavyweights in your industry. This gives you a chance to learn from the best in your industry. Furthermore, you will have ample opportunity to find out what your competitors are doing in the marketplace. This will help you find your competitive edge and pinpoint marketing strategies that’ll work for your specific business. Exhibitions are also an excellent networking opportunity. You will find yourself face-to-face with current clients, potential new clients, and a rich vein of leads and sources that’ll positively impact your growth.
But just like any other marketing exercise or sales pitch, it’s the results that matter. Before attending a conference, exhibition or trade show, you must do your homework on the events you’re interested in. Attending these events will cost you money, that’s likely to come from your marketing budget, so you need to ensure you’re spending wisely. And while you won’t be walking away with an actual profit in your back pocket after an event, you’ll have forged new relationships that’ll afford you future business. And this is actually more important. Plus, your marketing budget will always need to account for branding and exposure. An exhibition show is the perfect environment for major branding activities and will certainly give you ample exposure. You just must make sure the attendees are your target audience.
Getting people to spend time at your exhibition stand is something that’ll require a bit of creativity on your part. You could setup a stand that simply doesn’t compare to the others around you and you’ll be dismissed. Or you could end up pouring money into a super sophisticated exhibition that doesn’t attract your customers. Some market research, lots of reading and attending the exhibitions beforehand will help you understand what’s expected of you at the event. There are some basic ways to ensure you attract visitors to your stand though.
Here are effective engagement tactics for when you’re exhibiting at an event of conference.
Don’t shy away from a promotion
You can’t shy away from offering promotions because your customers won’t be shy to get involved if it means they could get a good deal. And be warned, a good deal is not promotional stationery or a branded coffee mug. This is of no value to you or your potential customers. What would be of value though is running a raffle or a creative competition with a great prize. Make sure the prize is a value-add for the winner. And you don’t have to make the prize expensive, just make sure it’s a real win.
Also, try to make the entry fun. You’re looking to gain the contact details of the people who visit your stand, but asking them straight out can put them off. Why not create a quiz? Or a puzzle? Or ask them to take a selfie and use a specific hashtag when they post it. This is a better engagement than just a contact form.
Use the power of Wi-Fi
You know what everyone wants wherever they go? The password to the free Wi-Fi. And they’re not afraid to ask for it. So setting up access to free and reliable Wi-Fi at your stand will see people swarm to you. This means that even if they’re not looking for your product or service, your brand will become unforgettable and this is invaluable exposure. At many conferences, the Wi-Fi of the convention centre or arena can be weakened by the amount of people making use of the connection. By offering free Wi-Fi access you set yourself apart from the rest. Make sure you spread the word that to access the Wi-Fi everyone needs to speak to one of your consultants who will give you the password.
Bigger isn’t always better
You could find yourself right next to your fiercest business competitor at a trade show. And this might force you to think you simply must create the biggest, flashiest stand your money can afford. But this is not always smart. Of course, impressive exhibition stands are exciting but they won’t necessarily sway visitors to stand and engage with your staff. Sometimes, a premium coffee machine, a comfortable lounge suite, good lighting and beautiful print materials will be enough. Those attending exhibition shows are having a busy day which is full of noise and activity. Instead of adding to the noise why not create a smaller, but elegant and comfortable space in which your visitors can relax for a few minutes.