1. CHOOSE THE RIGHT STAFF
When it comes to manning your stand, it’s essential to have the right staff on hand. To an extent, this will depend on the nature of your business and the type of show you’re attending.
For an industry exhibition, particularly in a B2B setting, you may need technical personnel on hand to discuss sector-specific issues. Companies might be looking to invest millions in the products you make and sell, so although they’re unlikely to sign on the dotted line there and then, having someone involved in the design and manufacture of the product is always going to be useful.
If you’re attending a consumer show, on the other hand, you may want natural salespeople who can generate on-the-spot transactions to passing consumers. The staff should be personable and warm, but also able to demonstrate products and turn uninterested people into devotees by the power of their personality.
Remember – you don’t have to rely solely on in-house staff to man exhibition stands. As well as using members of your team, you can hire temporary promotion specialists to generate a buzz around your stand. There are plenty of companies that offer just such people, but it’s always best if you can give them a primer on your business’s ethos and the products themselves, if that’s important. They will, after all, be representing you, so some background knowledge about your company and the benefits brought by your products will be helpful.
2. CREATE AN IMPACT WITH DESIGN
At any exhibition, you’re competing with many other brands in your industry. This means you need to be able to grab the attention of your audience and persuade them to engage with your business instead of the competition. The fastest and most effective way to do this is via the design of your exhibition stands and materials.
When you’re putting your brand on show, it’s vital that your offline content reflects your brand message. With professional exhibition stand designers, you can create custom artwork and exhibition stands to help you achieve your objectives.
Furthermore, your exhibition stands can become interactive and intuitive when you incorporate the latest technology. With cutting-edge designs and innovative styles, you can gain interest from delegates, attendees and visitors, no matter what trade shows you’re exhibiting at.
This also comes back to the way your stand is staffed, too. The way your team dresses and their overall demeanour will influence the way people view your business on first impression. Think of your staff as an extension of your stand (or vice versa), and make sure they are well briefed and up to the standard of smartness and professionalism that you’ve invested in the stand itself.
3. EXHIBITION STAND PLACEMENT
Before you sign up to any exhibitions, talk to the organisers about potential placements first.
Most trade shows have clearly marked routes and encourage guests to walk past every stand that’s on show. However, this is not guaranteed. If you want to make the most of exhibiting, it’s important to secure a great placement for your stand and your staff.
Of course, this doesn’t just relate to where you’re physically located in the venue. You may want to be situated close to a particular competitor to highlight a better price point or specialist service you can offer, for example.
Depending on your aims, the venue layout and other exhibitors, the placement and location of your stand can have a significant impact on your success. While prime spots may cost a little extra, it can be worth the investment when you’re able to generate a considerable amount of business following the show.
The location might also have an influence on the way your stand is staffed. If it’s a little out of the way, it might be necessary to bring in a few more representatives to mill around and guide people to where you’re set up. If it’s a particularly busy area, that might also mean more staff because you can lose interested customers if nobody comes and talks to them. On the other side of the coin, you don’t want to overcrowd your stand with too many people, so try to gauge the numbers you’re going to need in relation to the size and location of the place you’ve got.
4. SHOWCASING YOUR BRAND
Exhibitions offer you the chance to engage directly with your target audience, so they’re an opportunity that simply can’t be missed. Whether you’re exhibiting at a local fair, a regional show or an international symposium, the right exhibition stand design and staff can enhance your success and maximise your results.
You should never lose sight of the fact that your stand staff are just as much a part of the exhibition experience as all the fancy graphics and interactive elements. Encourage them to use their voices and their personalities to get the most out of every interaction.
If they are not sales staff, try to let them spend an hour with your sales team to find out what are your products’ main benefits and what questions are commonly asked. If they’re not technical, let your R&D or production team spend some time with them to ensure they know exactly how the products work and what they’re capable of.
You can always use the stand as a first contact and refer visitors to sales or engineering, but having that basic knowledge can get you over the first few hurdles.
If you’re new to exhibiting, then the whole process can be daunting. With the help of a professional team, it doesn’t have to be. Call our team of exhibition stand designers today on 01663 7440 066 for more information and friendly advice.
