A guide to make a good impression at your next trade show

Written by Anusha Suvarna,

Exhibitions are very powerful marketplaces that connect suppliers and buyers under one roof. In today’s era, businesses make sure they use this type of marketing strategy as it provides a value and strong return on investment (ROI). Your stand is a solid investment and securing a space is just the first step. And you don’t need to spend heavy bucks; you just need to create a stand that “works”.
Here are our tips on how you can do that!

Staffing your stand

Staffing an expo stand requires careful planning and execution to ensure your business or organization is able to capitalise on every opportunity.

• Recruiting the right people who are knowledgeable about your products and services, as well as on any key talking points or messages that you want them to convey to your prospects.
• Making sure that you have enough staff members to cover all hours of the event. However, staff need breaks, making a roster extremely useful.
• Standing and talking all day can be very tiring, so encourage short breaks throughout the event. Similarly, don’t skimp on the staff or think that one person can manage it all. Tiredness can create burnout and loss of positive energy to greet prospects. You may also need to adjust the staffing schedule based on the flow of the visitor and peak time during the event.
• Training and providing equipment to log the leads. Getting leads is useless without the ability to follow them up properly.
• Make sure everyone has enough business cards, and that there is adequate brochure stock.
• Presenting your staff with the right uniform to wear is also important. The staff should be wearing a general uniform with company branding. The ideal way to dress is to keep it minimal and elegant. Here are some more tips.

Choosing a stand builder

Picking the right stand builder really comes down to what you need. A well-designed trade show stand with a creative display and engaging staff will go a long way to helping you achieve your exhibition goals.

• Using the services of an expert can really help you with putting your best foot forward as they have rich experience in their domain. A good stand builder should be able to offer creative and unique designs which will help you to stand out from the crowd.
• Ask for portfolios and designs to make sure they align with your brand and messaging. Evaluate the project management skills as the project involves many moving parts, including logistics, construction, and installation which must be built on time and on budget.
• It can also be a good idea to check out other stands that a designer has created and ask them questions regarding the stand and see their work from afar and then up close. Don’t be afraid to ask lots of questions of other exhibitors about their experiences and recommendations.
• Geographical location also plays a crucial role when it comes to choosing the right supplier for the stand. It helps to keep your logical expense in control.
• Before making a final decision, research the stand builder’s reputation and reviews online from previous clients and make sure the company has a good track record of delivering high-quality work.
• Last but not least, your exhibition stand contractor should offer 24/7 technical assistance. Regardless of any minor/major issues that might occur during the trade show, the issue should be addressed without any delay and with maximum discretion.

Creating an Experience

• Defining your goals while designing a trade show booth plays a significant role in creating an experience for your visitors. What do you want to achieve by attending the trade show? Do you want to generate leads, increase brand awareness, or introduce a new product or service? These are some of the questions to consider.
• Your stand design should align with your brand values and highlight key offerings (Your USP). Avoid cluttering with too much information. You want to create a WOW factor instead of a WHOA Factor. Aim for interesting, not boring. Have colours, eye-catching graphics, and images that look successful.
• Constructing an inviting space by having a live demonstration area on your stand. This could include comfortable seating, refreshments, or interactive displays.
• This tactic can help you to understand your visitors better while helping you draw visitors and ensure sure they are truly interested.
• Having interactive screens can help to attract the attention of your prospects from a distance. Showcasing recent products and services and testimonials can give your visitors an overview of what your brand is about and increase credibility and sales.
• Competitions and giveaways are a great way to draw people to your stand. Your pre-event marketing campaign should outline your on-stand competition easily to drive understanding and participation via any necessary instructions or tools. This will be a way to get new prospects onto your database.

Reach out  today to schedule a consultation to discuss your trade show booth design.