The quintessential way to represent your company’s latest innovations and products among a global audience is through participating in a trade show. It is of utmost importance to have an exhibition stand design that not only meets your industry-specific requirements but also perfectly reflects your brand’s image among European and international markets.
Participating in exhibitions is a big investment for any company as trade shows offer a great opportunity to boost your brand’s presence, build profitable business connections, and generate more leads. Your exhibition stand is your biggest asset and is one of the most effective tools in your marketing strategy.
We have listed below six key elements that can make your trade show booth effective:
Establish your exhibition goals: The first thing you have to do is establish specific goals for your exhibition stand. Whether you want to make a lasting impression on your current customers or catch the attention of new clients? Are you planning to promote your newly launched product or boost your brand’s presence in the international market? Based on the answer to these questions, you can decide your pre- and post-show marketing strategy and start your exhibition planning.
Have an eye-catching exhibition stand design: Your exhibition stand is the face of your company at exhibitions where other exhibitors will also be competing to catch the attention of your target audience. So, your exhibition stand needs to be aesthetically pleasing, engaging, and creative. You have the option of partnering with an exhibition stand builder company that has years of exhibition experience and is able to turn your exhibition ideas and concepts into alluring reality.
Well-trained staff to man the booth: Next is your exhibit staff, whose behavior influences your interaction with trade visitors. You must choose the right exhibit personnel that is well-trained, knowledgeable, amiable, friendly and seems approachable. The roles and responsibilities of your booth staff must be given to your exhibit staff prior to the exhibition.
Engage your audience: To keep your potential customers busy at your booth, you need to think of engaging them in games and activities and make it a memorable experience for them. People would flock to your exhibition stand for a game of bean bag toss, or for spin the wheel.
Unique and thoughtful giveaways: Freebies are a great way to attract your target audience to your exhibition stand. When you plan your giveaways, you need to be really thoughtful and a bit creative to come up with a giveaway that is not a USB or pen. You can take the weather of your exhibiting city into consideration for giveaways, like if the atmosphere is hot and sunny, you can provide sunglasses or sunscreens and if it’s rainy, giving away an umbrella would be a good choice as well.
Post-show follow up: The last and most important thing is to plan your follow up strategy before the show even begins. Converting potential leads into sales helps increase your ROI, so follow-up on your potential leads as soon as the trade fair ends and the exhibition memory is still fresh in your prospective customer’s mind. If you’re unable to catch up on all your leads, make sure to follow up on the hot leads while emailing the rest for a reminder and thanking them for visiting your booth during the event.