As we enter a new year, its time for the exhibitions and annual trade shows to start, which for lots of companies is the preferred way to meet lots of new and old customers and tie up deals in a short space of time. Shows allow you to fill the order books and collect lots of new leads for the sales teams to follow up, so if you do it right, exhibitions are now one of the most important parts of building and promoting your business.
Always remember that what you take to a show needs to stop and impress the wanderer. In today’s high profile world, it’s generally the last minute exhibitor that has a shell scheme stand with a poor selection of ‘just got here’ - pop-up displays and a few products scattered about, which today just doesn’t cut the mustard. All around them there will be competitors that have planned and invested in same size purpose built, brand enhancing stands which faultlessly show off their fantastic new products and services under bright lights and display graphics. Ironically they might not have spent much more budget in presenting their company, but they are now in a perfect situation by creating a “wow factor” and endorsing their obviously superior corporate branding to a much wide audience.
However as we all know attending any trade show requires a fairly substantial investment of both time and marketing budget, so we all need to consider how you can make your company’s exhibition stand more successful?
The old adage of “fail to plan and you plan to fail!” has never been used so much when it comes to organising the set up of a successful exhibition stand. The initial question that all businesses need to ask is “Is this the correct show for us?” It is imperative to establish and understand why your target customer audience attends particular shows and exhibitions, you can then confidently purchase space at these appropriate ones. One way of checking this is to get on the phone and talk to a number of customers and ask them which shows they will be visiting and why…do they match your list? Building a stand at a trade show with the wrong customers attending will be a waste of time and budget. You should also check in trade show directories for lots more ideas.
It is generally understood that prospects wandering around an exhibition are definitely looking for free stuff, and every business having a stand at a trade show knows this, so build in some budget to invest in some promotional items to entice customers on to your stand. Sweets, badges and rulers that are easily and quickly forgotten, won’t do much for your branding and company, so consider your giveaways carefully and invest in something useful. Today a branded, eco-friendly “bag for life” is a good item, because potential customers will carry it around the show and collect items from other companies in it. But, it is your company branding on the front of the bag forever, so it is the one they will remember. Don’t forget pens and a “things to do today” pad where the first printed note is ‘Call your company today on 0800 123456’ these items are used all the time and with your branding, name and number on it, will serve to remind the potential customer who you are and that they should get in touch again.
A clever, yet very successful trick used by a few companies is to print, special exhibition business cards, with contact details and a picture of your company’s new or highest profile product on. Everyone can hand these out and if necessary just write their own name on the card. Traditional business cards with just a name and your company logo on may not be a big enough reminder as to the conversation and products your company offer. However ‘A picture says a 1000 words!’ and will remind someone of the reason they took your card in the first place.
Exhibitions are still one of the most profitable methods of marketing your brand, services and products. With a planned investment of time and budget, it can be very profitable if done correctly. If with just a little planning you can pick up orders, new customers and have your potential customer wander away with your name imprinted on their memory, is will be well worth it in the long run.
The first step in planning is to contact Display Exhibitions, for information, assistance and design ideas on a wide selection of cost effective purpose built displays and rental stands, call John Ratcliffe on 0845 838 6309 or visit www.displayexhibitions.co.uk
Good article, Ian, where the most important point in my view is what you said about evaluating whether 'this is the right show for us?'
ReplyDeleteOnce at the show, these ten tips might be useful to your readers.