Your trade show exhibition stand
shows and exhibitions can be a valuable promotion method for your company,
whether they are a big national or international show, or a local one-day
event put on by your local Chamber of Commerce.
they can be expensive (in terms of both time and money), tiring and frustrating.
are a few tips which may make your exhibition presence more effective:
possible, go to the show as a visitor in the preceding year. That way
you will get a flavour of the atmosphere and be able to gauge if the
sort of people visiting are your type of potential customer. If you
can't do this, ask the exhibition organiser for a catalog from the previous
year's show, and for a profile of the visitors who attended. The catalog
will help you to identify if your competitors have exhibited there.
your existing customers if they have visited or intend to visit the
show. If the answer is 'yes' then your potential customers may also
you have a choice of stand location, try to get one:
to the entrance
to the bar / buffet
to the toilets
you man the stand effectively? You can't even do a one-day show on your
own. If you are a small business, try to involve friends and family
who might be able to relieve you for an hour or so.
sure that you allocate enough time after the show to follow up sales
leads. Don't leave them for more than a week, or the leads will grow
cold. Chances are that most of your visitors will have thrown away the
literature that they picked up on your stand.
ahead. Rule #1 of exhibitions is that "if anything can go wrong, it
will"! Be sure to have your "Exhibitor's Survival Kit" with you. This
should include everyday items such as sticky tape (double-sided), scissors,
screwdrives, knife (a Swiss Army knife is indispensible), Velcro strips,
plain white card, felt tip pens, stapler - whatever you can think of.
Chances are that what you need is what you have forgotten to bring with
50 per cent more literature (and business cards) than you think you
designing your stand, try to get motion, activity and sound on it to
sure that any equipment you have is spotless. Harsh exhibition lights
will show up the smallest bit of dirt.
to make eye contact with people passing your stand (they will try to
avoid it!) When you've got their attention do not say
"Can I help you?". The answer will be "no". Ask them an open-ended question
such as "What are you particularly interested in?". If visitors are
wearing name badges, try to glimpse their name before speaking to them,
then give them a big smile and say "Hello Mr X...". It works wonders!
to make time to visit other exhibitors' stands. You can often do as
much business with them as with visitors to the exhibition.
smoke or eat on the stand. And try to avoid sitting down, no matter
how much your feet and legs ache.
easy on the evening entertainment. The biggest prospect you have ever
had might appear on your stand at 9 am the following morning.
but not least, never once lose your confidence or enthusiasm throughout
the whole exhibition.
can be expensive, time consuming and very tiring. But they can also be
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