16 ways to stand out and connect at the next exhibition
Last month we covered 10 Reasons Exhibitors Fail, so this month I thought we would share ideas on simple things you can do to stand out and increase your exhibit success.
1. Have clear objectives
What do you want to achieve and why?
2. Be a DESTINATION
Create an environment that makes you different, conjures up emotion and has the WOW factor.
WHAT I HAVE SEEN AND COULDN’T BELIEVE!
I just don’t get it. Why do exhibitors have lunch breaks on their stand?
It couldn’t be a greater turn off. Who wants to interrupt someone when they’re eating?
And because most people know it’s wrong, they shovel it in, compounding the look.
This often results in food scraps being dropped on the floor, making it untidy.
It’s important to keep your energy levels up, but I also think taking a lunch break off your stand is a great time to get some clear headspace and regroup. So plan breaks off the stand in advance and gives yourself some ‘me time’.
By eating slowly you also feel fuller and better for it. Also consider what you have been eating as you may need mints if you have had a tuna sandwich, for example.
You will come back mentally and physically refreshed and able to cope with the next onslaught of visitors.
AND REMEMBER…
> Customers don’t buy price. They buy value.
> Customers are not buying products. They’re buying the company and the people behind the product/service.
3. Stand for something
Have an opinion and stand for it. It may alienate a few but more importantly it will bring you closer to others – and soon you will have a tribe.
4. Focus on UNIQUENESS
What makes you different? For example is your product made in Australia?
5. Educate
If you carry out demonstrations and presentations as a way of sharing your experience, it creates loyalty. This is a far better way to gain sales.
6. Walk in their shoes
Make sure you focus on and state clearly how the features of your products/services will benefit the visitor. Don’t make this generic – find out their needs/desires and tailer your pitch to them.
7. Come to your senses
Think about how you can trigger the human senses. By connecting with at least three of them, you’re in a stronger position to connect with your visitors.
8. The party invitation
Make sure you invite your clients, otherwise it’s like throwing a party and not inviting anyone!
9. Take them on a journey
Stories are memorable, people like to know the background of the business or the products/services or how doing business with you may help others.
10. Staff
Having the right staff who want to be there, and having them trained is crucial. Additionally, make sure your staff’s appearance isn’t the main focus on the stand by having a dress policy. They are your NUMBER ONE factor in determining how well your stand performs.
11. Have a known guest on your stand
Having an ambassador, expert, designer or known personality will draw people. Carry it through on signage that includes quotes from them.
12. Be Fun
Smile, people want to do business with companies and people who look like they’re fun to do business with. It starts with staff smiling and says you’re open, approachable and happy!
13. Be helpful
Exceed expectations – it will surprise people! Be a source of info about the event, toilets, café, workshop times etc. as well as referring them to other exhibitors if you can’t help them. They will come back to you.
14. Promote testimonials
Use what people say as the soft-sell endorsement in signage, on social media etc.
15. Adapt and adopt
Be prepared to make a change if something isn’t working or stock runs out. Stay after hours and change the stand around. Always keep an open mind and learn on the go, as each state and each show can differ from year to year.
16. Keep what works
Learn from the event and create a file with notes of what worked and what didn’t. Take photos and reference it at your next show’s pre-planning stage.
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.
