As a delegate, you have paid top dollar to spend the day being wooed by a variety of companies; delegates sometimes look for certain key products or services, whilst other meander through the doors, with some ideas in mind for future projects…
As an exhibitor, you expect the conference to be busy, full of prospective and potential customers. You have invested in roller banner, leaflets and other printed media that tell the passing throng who you are, what you do and why doing business with you is a great idea.
Exhibitions can soon become a heaving mass of competing demonstrations, printed freebies and clashing posters. Standing out just got tough, and one of the places where it is hardest to stand out is the exhibition hall. Stopping short of taming a lion, it seems all hope is lost and like the surrounding exhibitors, you are working hard just to catch the eye of the passing delegates.
Other exhibition stands seem to have people there all the time; they seem to attract passers-by simply setting up their stall. What is the secret of their success? Why are people flocking to them? Why are they standing out and yet your exhibition space doesn’t seem to quite hit the mark.
Hint: recognise people’s reluctance and suspicion
If you have ever been an exhibition or conference delegate you will have met this person. Their actions will have impacted on your for all the wrong reasons.
The ‘leaper’; the person who simply will not let you go. The person who throws themselves in to your path and talks and talks and talks…
Delegates are a wary bunch of people. They want to come to you on their own terms but at the same time, they want you to engage and invite them in to your space.
In other words, the hard sell does not work. Fact.
At the start of the conference, take a photograph of your stand and then, as you make your way through the exhibition, take a look at how delegates are using your space. Look at other exhibitor stands – what does their space say about them.
The single most important factor in your exhibition space is your stand and there are many issues that need to be looked at…
Why not have a dummy run before you book? Set up a stand and see how your products works in different sized spaces – what is the optimum space that shows off your products to the best of their ability?
And don’t forget you and your exhibition stand team – making contact with people, having a chat, passing the time of day, being approachable and not just sales people are all about making sure you stand out at an exhibition.
James Birch is the sales and marketing manager at Colour Graphics. He is an expert in quality printed marketing materials
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