DESTINATION ME!
It’s interesting how many conversations I have with exhibitors over what stand to book and in which location.
And while it’s true some areas on an exhibition floor have a higher traffic flow than others, I generally reply with, “it doesn’t matter, or rather it shouldn’t matter where you are!”
You see I work on the ‘Destination Marketing’ principle. If you do the right job before the event, visitors will come and seek you out specifically. There is an important by-product of this process – it ensures you spend the majority of your time with your target audience rather than those who are potentially just passing time!
Soften and sense
Plants and flowers – you don’t see them much these days at events.
It’s a shame because they achieve so many good things for an exhibitor’s stand. And the best thing is there are so many options on offer. Gone are the days when we were limited to the good old indoor palm or potted fig.
Some plant examples include ornamental grasses like fountain and ponytail grasses, wild spike or the cordyline variety, and I have also seen high planter boxes covered with moss for a different approach. Plants can soften hard edges, create shape and form, complement and ultimately increase the profile of a product.
Flowers are a great addition too as they add colour and scent, appealing to our sense of smell – the strongest of all the senses!
Flowers and plants can really liven up the look of a stand and are a great conversation starter.
You don’t want to leave it to chance and with some simple steps up front, you can create very different outcomes. Remember, buyers are spoilt for choice so investing time in your pre-show communication sets the foundation for a better relationship. Remember it in this context:
It’s like throwing a party and forgetting to send out the invitations.
To make your participation work for you, put a few of the following steps into place and commit to them. Most of them are simply about being proactive and some may mean spending a little money.
1. Include flyers for the event in every mailing you send out – remember to include your company name and stand number.
2. Include the show details on your email signature.
3. Place a tile or the event media release on your website.
4. Look at what it costs to have a tile or link from the exhibitor list back to your site.
5. If there are stickers for envelopes/invoices/statements, use them.
6. Send a personal letter to your clients inviting them to drop by and include information on new products, your demo schedule and any special offers.
7. Talk to the show’s media company handling the PR to see if you can supply or contribute to a press/media release.
8. Tag advertising you may have running with “See us at [show name and stand number]”.
9. Arrange to have special activities, demonstrations and special event-only offers on your stand.
10. Ensure all your staff from the receptionist to the sales force are aware of what events you are attending and the details of any offers/demonstrations that you may have organised.
11. Include the show info and your stand number in company newsletters.
12. Review sponsorship opportunities with the event. There are normally lots of options. Being associated as a sponsor and being seen on all promotional material ahead of the event strengthens and reinforces your position in the marketplace.
13. Consider printing a flyer/hand-out if your budget allows, or even a branded bag for the goods you will sell or distribute. Ensure it is branded with your name and logo and that it matches your stand at the event. Make it bright in colour, memorable and desirable so others want it!
Remember – even with all the above, once visitors get to your stand, be sure to make it welcoming, easy for them to connect to and walk onto.
TIP
If you have a demonstration on your stand even though it may flow all day, have a board with a sign saying ‘next demonstration’ and a clock face with hands that you can move. Schedule demos for a fixed time, for example on the hour and move the hands to the next demo time. Rather than depending on verbally delivering this information or relying on the printed timetable in the program, this makes for a better connection with the visitors and they are much more likely to come back.
See you on the floor,
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