SMALL OR LARGE: IT DOESN’T REALLY MATTER
The size of your stand space and your budget doesn’t really matter if you have established your set of goals that you can refer back to – to help you analyse your results.
You may differ from a larger exhibitor with your stand size or the resources available to each of you, but there is little difference in your reasons for exhibiting or the outcomes you both want.
All exhibitors should have objectives that include:
- Increasing sales
- Promoting new product lines
- Raising the profile of your business
- Taking market share from your competitors
WHAT DOES USP STAND FOR?
(select one of the following)
- Understanding Sales Processes
- Under Siege of Pirates
- Unique Selling Proposition
- Universal Standard Product
At an exhibition, your USP plays an important role in helping people remember your business after they’ve left the event. By focusing on the USP, your company can really highlight its benefits and demonstrate how they matter to your customer.
All exhibitors need to attract qualified visitors, who may be:
- Potential new customers
- Key clients and established customers
- Your competitors’ customers
- A combination of all three
All exhibitors have to decide:
- What products or services to exhibit
- What the stand will look like
- What to put on the stand; literature, samples, furniture etc
- How the stand will be staffed and managed
- What special features, if any, will be used to attract visitors
- How they will let established and potential customers know that they are exhibiting
Of course, the size of your stand will influence some of the decisions you make. But so will the nature of your business, the available budget and the resources available to you. Even so, similar principles apply to product selection, stand design and staffing, regardless of your stand size.
Spend the time differentiating yourself and reinforcing the BENEFITS of why people should buy from you. Remember the value proposition – which is not related to dollars – and which will greatly affect the connection you make with your customers.
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.
