Secrets of why visitors come to an event and what they are looking for!

An exhibition is LIVE, three dimensional, interactive and dynamic, so it’s ideal for stimulating enthusiasm, changing perceptions and driving new experiences.

 

In tough times there is generally an increase in visitors to a show from people who haven’t been for some years. In fact if there’s a downturn in attendance, this can mean the visitors are even more qualified as they have made the time to attend. And those who can’t make purchases don’t come.
Remember, exhibition visitors are generally influencers or decision makers, which means everyone should be seen as your prospect!

Here are nine top reasons why visitors attend an event. Being aware of them allows you to focus your activities.

 

1. Convenience – see the total offering in one place at one time.
Exhibitions have great drawing power. Visitors can do a full review in days that would normally take months to do. In tough times if companies don’t exhibit, visitors are sometimes left with the conclusion you’re not going well and some exhibitors – competitors – will certainly draw that conclusion. I always think it’s best to be there in some small way rather than not at all, particularly if you have been there for multiple years.

 

2. Saves time and money
Create the perception of a Show Special as visitors believe they get specials at shows. Think what you can do to add value by discounting – when they order x number of a product you give them a discount of y%. You could have a sliding scale Show Offer where buyers get the best price at the show and a reduced price offer which extends for a short period afterwards (e.g. 30 days).

 

3. Getting inspired/motivated
Many visitors are looking to be inspired, whether it’s solution driven or just to escape. The show is an ideal environment to change perceptions and drive NEW experiences and loyalty. Look at how you can incorporate demonstrations and education.

 

4. Gather competitive intelligence
Knowing why your product/service is different and what benefits it provides over your competitor’s is crucial. It’s not always based on price – people will always buy from people they relate to and trust.

 

5. Getting expert advice and seeing product demonstrations
By making your stand interactive you become more interesting. Hands-on experience or a seminar can be of value. What better way to get all your answers at one time and use the collective talent pool of the industry? You need to be the thought leader.

 

6. Networking and building relationships/seeing and being seen/meeting other users
People love being part of a tribe and mixing with like-minded people.

 

7. Keeping up to date with industry trends/training and attending learning sessions
Look at how you can be seen as an industry leader and expert. Present in common seminar areas and look at ways to promote yourself and the company. Present topics that offer a solid benefit to the visitor.

 

8. Acquiring new ideas
This isn’t the same as new products! Present new ways to use your existing products that are outside the usual perception of them.

 

9. Seeing new products, equipment, technology and services
This seems obvious but are you communicating in advance so that visitors know that you and your products will be at the show? How will your NEW product stand out? If you don’t have new product how do you make your key-focus range stand out? You don’t need new product to have a successful show, but you need to have focus and create an experience.

 

See you on the floor.

 

 
For more great tips, simply click on the EXHIBITIPS tab on the menu bar at the top of this page.