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Three Secrets to a Successful Exhibition

Do you know what the biggest draw of exhibitions is for an exhibitor? The fact that 75% of the people there are planning to buy one of the products available in the immediate future. Unfortunately for you, however, you have competition for their limited time and attention. This is why you can’t just walk into an exhibition and expect to be successful; you have to engage in exhibition planning. To find out where your focus should be when planning an exhibition, read on. 

The best thing for a customer about going to an exhibition is having a wide array of appealing options to move between. It’s a thrill to be in amongst exhibition stands filled with interesting products and services, surrounded by a sea of people with a common interest, and not having enough time to do everything. 

But the one person who cannot experience the same thrill is you, the exhibitor. That’s because every moment you spend at your stand should be to generate interest and draw in people who are going to potentially buy your products and services. But with so much chaos and so little time, you need a good strategy. 

These should be your exhibition concerns in chronological order.  

Planning Your Exhibition Space

There is one thing you must do early on and that is to ensure you’ve booked a decent exhibition spot. Exhibition spaces are usually allocated on a first-come, first-served basis, although the prime spots can come at a premium cost. The practical thing to do is to sign up as early as possible, and if that means you book your space a year in advance to get the best choice, then so be it. 

There’s a common belief that setting up in the middle of an exhibition area is the best. However, the middle can sometimes become congested rather quickly, especially with people whose interests lie in the stands around that central location.

Another common belief that can impact people’s exhibition planning is that setting up by the doors is advantageous. Even if you manage to catch people who are coming in and going on, there are plenty that will pass you to see what they consider to be the main attractions. On the other hand, when a person decides they want to leave, it may be hard to get them to stop for just one more stand when they are probably fatigued or have already made a purchase. 

The best way to know where would be best is to scout the venue in person, preferably during another trade show. The spots you want are the places that people are likely to pass, rather than mingle around, but not anywhere that will be too congested or likely to have something nearby that doesn’t complement your stand. For example, setting up near a cafe or vendor may be a good idea. 

If you’re pressed for time, or you’re unable to do the research for whatever reason, then there is a surefire spot that will get your attention – the corners. These make your stand visible, easy to locate for those who already know of your stand and it’s usually close enough to the main show that you’re going to attract people. Nonetheless, getting a good spot is key to planning an exhibition. 

Pre-event Exhibition Promotion

A large chunk of your success will depend on your interactions with customers before the exhibition has even opened. As the event draws near, you should get in contact with the venue and ask them for the contact details of some of those coming to the exhibition. 

Trade shows draw a lot of publications through magazines, social media and journalists. Networking with these individuals will put you on the map, and draw interest to your stand before it’s even up. It’s also common practice for many companies to sponsor influencers to spread the word. 

If you have booked your space early enough, this will guarantee that you will be listed early enough in the brochures and named listings of exhibitors. As most visitors tend to decide which stands they are going to visit before an event has even begun, ensuring you are properly listed and featured in any literature or online promotion gets things off to a good start.

Making new and existing customers aware of your forthcoming exhibition presence is a must. Make the most of all the available channels to you – social media, newsletter, and emails to those who have permitted to be contacted by you, to help drum up interest and ensure that people are aware of your stand. 

Combining both excellent stand locations and pre-event promotions are some of the most important aspects of exhibition planning, as you will have interested visitors who can locate you easily. 

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Planning Your Exhibition Stand

Let’s start with the design. The best stands create an atmosphere that is in line with the brand/product. This is best done through quality lighting, as our eyes adapt based on the contrast of the world around us. The important features must be highlighted on your graphics in a way that makes visitors want to come and see what they’re missing. 

Management is the next concern you should have. Without proper guidance from your team, your stand will not function as intended. Your team must be presentable and well-spoken. A speaker who is not relevant or interesting will not successfully engage with the audience. They must also be briefed with in-depth knowledge of the brand/product on display. 

You also need to have engaging and interactive stand features. Although it is critical to be a good orator and have a wealth of knowledge, the most stand-out and memorable experiences are things we interact with. This will add legitimacy to your brand, as you can demonstrate life, in person, the features of the product and allow your visitors to see its capabilities for themselves. 

Good exhibition planning is key to a successful event and to ensuring that you get the leads and sales you are seeking. Those who often get the best results from exhibitions are those who have done them before and learned from their previous experiences.

If you lack that experience, or you need that helping hand to ensure that things go well, you should engage the services of a professional exhibition company like Showplace. With this kind of expertise, you’ll get a vibrant, professional-looking exhibition stand that will maximise your chances of excellent engagement, follow-up transactions, and ultimately success. 


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