Exhibitions can make quite a dent in your marketing budget. There are many costs to take into consideration – stand space, freight, furniture hire, and signage to name a few. So you’ve got to make sure you use your exhibition or trade show attendance as an opportunity to make sales. Here are a few Dos and Don’ts to ensure you attract customers to your stand and make the most of a show:
Don’t expect people to find your stand by chance.
Do advertise that you are going to be at the exhibition. Inexpensive ways to do this are through your customer newsletter, on email footers and on your website. Make sure you are listed in the exhibition guide as well.
Do advertise that you are going to be at the exhibition. Inexpensive ways to do this are through your customer newsletter, on email footers and on your website. Make sure you are listed in the exhibition guide as well.
Don’t expect your sales team to know what they are doing without getting them involved.
Do arrange a briefing session with those manning your stand. Explain the show offer and details of any competition happening on the stand. Stress the importance of recording leads, so success of the show can be measured and leads can be followed up. Also provide details of stand dismantling arrangements at the end of the exhibition.
Do arrange a briefing session with those manning your stand. Explain the show offer and details of any competition happening on the stand. Stress the importance of recording leads, so success of the show can be measured and leads can be followed up. Also provide details of stand dismantling arrangements at the end of the exhibition.
Don’t just rely on a few posters and a sales rep on your stand to attract passers-by.
Do try and think creatively as to how you can best demonstrate your product or service. Use all your senses: hearing, sight, taste, touch and smell to develop a memorable customer experience.
Do try and think creatively as to how you can best demonstrate your product or service. Use all your senses: hearing, sight, taste, touch and smell to develop a memorable customer experience.
Don’t have a collection of laminated A4 sheets stuck to the walls of your stand. Visitors can’t take in the information and the overall look is very poor.
Do use large signage with strong headlines that can be read at a distance. A0 is a minimum size for posters. You could also consider signage suspended from the ceiling to guide the way to your stand.
Do use large signage with strong headlines that can be read at a distance. A0 is a minimum size for posters. You could also consider signage suspended from the ceiling to guide the way to your stand.
Don’t mindlessly collect business cards on your stand.
Do have a lead sheet where you can record a customer enquiry and you can follow up later. If you can make the sale at the stand, make sure you’ve got order pads or credit card processing facilities to make this easy.
Do have a lead sheet where you can record a customer enquiry and you can follow up later. If you can make the sale at the stand, make sure you’ve got order pads or credit card processing facilities to make this easy.
Don’t block off the entrance to your stand with furniture and deter passers-by.
Do keep your stand open and inviting. Include a table and chairs where you can sit down and talk business with customers and prospects.
Do keep your stand open and inviting. Include a table and chairs where you can sit down and talk business with customers and prospects.
Don’t hand out lots of giveaways. This will only attract freebie collectors to your stand.
Do promote a show special offer. This will attract real buyers and give you real results
Do promote a show special offer. This will attract real buyers and give you real results
Jill Bynon of CraftWrite has many years of trade show and exhibition experience and has probably been guilty of all the “don’ts” on this list at one time or another. This is called learning the hard way! CraftWrite can assist you with writing collateral for your exhibition stand, whether that’s pre-show promotion, stand signage or leaflets. And you can be sure that behind the writing is a lot of insight and experience! Contact jill@craftwrite.com.au if you're planning for your next exhibition.
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