Marketing strategies come in many shapes and forms, and certain marketing managers prefer certain types of promotions or particular strategies to get the message out there. Depending on the industry you are in, of course, exhibition marketing can be very fruitful indeed, particularly if you know how to draw people in away from the competition next door. There are many things that can be done, from the right set up and choosing of essential promotional merchandise to having the right attitude on the day. Check out our Stay Sourced ten top tips to help make your next exhibition venture a successful one…
1. The Look
It’s critical to have both the right look and feel to the stall. Using your stand as your shop window is an invitation to any willing customers. However, it’s equally as important to ensure the vibe matches what your objective is for the show. You should choose pertinent signage, products or posters that display the image you want to put out there.
2. The size
Don’t be fooled into thinking big is always best. Ambition is the key and big budgets are not always necessary. Many organisations lose sight of the fact that focus is more important than size, and again, it’s your objective that must be laid out strategically in order to have a successful show.
3. The trial run
Why not use your office as a place to try out the stall beforehand? This will allow you to get a feel for the space that will be at your disposal. You will then be able to see what amount or type of promotional merchandise you will be able to take with you and how it will look.
4. The direction
You will be liaising with a number of people before and during the construction of your stall, including the stall-builders, sign companies, lighting experts etc. It is therefore important to communicate your primary aims to them, so they know how to strive for your goals too.
5. The innovation
Be creative, and don’t just opt for run-of-the-mill lighting, sound and screens. You want to create a stall that has some oomph, which doesn’t necessarily need to be expensive either. Once at the show, take a look around at competitors’ and see what’s working and what isn’t.
6. The budget
You need to rein yourself in from time to time and always stick to your budget. An exercise at an exhibition often brings a need to exercise caution. You don’t necessarily need to bring in everything new for instance. Your office closets may well be housing some printed posters and exhibition that you’d forgotten all about, which could go a long way to furnishing your stand.
7. The branded merchandise
So much unnecessary money is spent on promotional items that don’t relay the message to your visitors and are just a waste of time. However, if you choose relevant and branded merchandise to market your business, it can work wonders.
8. The organiser
By frequenting yourself with the event organiser, you will be in the forefront of their mind and when it comes to the placement of your stand, you may be able to negotiate a better deal. If they understand the nature of your business and what your objectives are, they’ll be in a better position to help you make them happen.
9. The team
Making sure you have the right team in place on the day itself is essential. You could potentially use the ‘hook’ technique, which is a team member that attracts people to the stand, or even the ‘spotter’, who is a person that approaches customers and ‘delivers’ them to the offerings of your stand. Whichever you use, just ensure they’re friendly and active too.
10. The pre-marketing
You may have a perfect looking stall, everything may have slotted into place and you may be in a position to attract the exhibition goers. But, it’s a wasted opportunity if you don’t let people know BEFOREHAND that you’re going to be exhibiting at a certain show. So let people know via your website, blog and social media channels.
