This week, I has the pleasure of attending The Business Show in London, a fantastic, free two day event which offers advice and guidance on almost anything business related. Whether you’re a startup or an established business, it’s a fantastic show which has something for everyone. Of course, what really struck me here, however, was the quality of the stands which many businesses were using. As such, this got me thinking on the fact that many businesses, at some events, really fail to grasp the whole concept of exhibition advertising and, as such, here are our three top tips for this form of marketing.
1. Plan Your Stand Very Carefully
It really is true when many say that those with the bigger and better stands will win more business from trade shows and exhibitions. At The Business Show, many businesses were, as you’d expect, utilising standard but still impressive display stands, however those who really stood out were the ones who had gone to the time and effort (and of course, cost) to plan and execute a fantastic, effective stand.
If you’re going to be exhibiting at a trade show in 2015, plan ahead! We would always suggest working with an exhibition stand design company (we’ve always had great pleasure working with Zoom Display) to put together a stand which not only looks great but works for you. At the end of the day, the stand is a representation of your business and if you put in the effort, it will show!
2. Choose Your Staff Carefully
Don’t make a quick decision on which of your staff should man your stand at the show. It needs to be a well thought out and planned decision which can have a huge impact on the success of the show for you. As a MD, you need to be at the show yourself. Be the forefront of your business and take an active interest in meeting potential clients and customers and in educating them with your knowledge and experience.
Of course, you can’t man a show on your own, however, so be sure to pick your additional staff carefully. You ultimately need to choose staff who know your products or services inside out, as well as those who are enthusiastic and great at selling. Don’t be tempted to go for those solely who are great salespeople, however, as you need to remember that pushy salespeople can be off putting at events.
Choose your staff carefully and you’ll be in for a great event!
3. Plan Which Events You Attend
The shows and events which you exhibit at can have a huge impact on the success of the show for you. We’d always suggest starting locally at small shows and events and working your way up to bigger ones. This way, you’ll gain a wealth of experience in running a stand at an event and start with a smaller and more targeted market. Large national shows can not only prove to be expensive to exhibit at but you’ll also find there’s far more competition.
Always take the time to consider the pros and cons of any event you’re thinking of exhibiting at and don’t be afraid to turn down the opportunity if you don’t think it is right for you and you don’t feel you’ll be able to see a return on your investment.
Above all, exhibition advertising still works wonders for many businesses, however you need to take the time to plan your stand and presence. Do so, however, and you’ll succeed and see shows and events as a great opportunity to generate new leads and enquiries for your business!
