How to get the most from your exhibition stand
Exhibitions offer an excellent opportunity to meet potential
customers and market your company, its products and services. For
most companies, one of the main reasons for participating in an
exhibition is to obtain qualified leads that result in sales and
ultimately in profits.
Exhibiting can be a costly exercise, so how do you maximise your
time and money so that your attendance at the exhibition doesn't
become a lost opportunity?
It's all in the preparation
Before the day of the show arrives there are some very important
steps you should take in order to maximise your results on your
- Identify your goals and objectives -
Work out what you want to achieve from the exhibition
and beyond, who you want to target and how you will measure your
success (e.g. number of leads, number of converted leads) and keep
this in mind throughout the whole process.
- Exhibition stand design - When designing
your exhibition stand, ensure that it conveys your marketing aim,
brand values and product or service capabilities and is geared
towards your target audience.
o Text: The text you use is an
important element of the overall design. Less is more, so rather
than using a whole sentence, try using a single word as long as it
still gets your message across. Also, place your text at the top of
the exhibition stand so that it's not blocked by other stands and
make sure that the font is large enough to be seen from a
o Graphics: Choose graphics and images
that will appeal to your target audience, keep them big so that
they can be seen from afar, and once again, place them towards the
top of the exhibition stand so that they aren't obscured.
o Lighting: Finally, the lighting you
use can make or break your exhibition stand. At the very least, you
need to ensure that there is enough lighting so that delegates can
read your text and displays. On a deeper level, use lighting to
create a certain atmosphere or highlight particular parts of your
- Brief your exhibition stand staff - Ensure that
your staff are trained and briefed on the overall aims, who to
target, the kind of questions that may arise and how to interact
with prospects and customers.
- Contact your contacts - Make sure that as many
prospects and customers as possible know that you will be attending
the exhibition. Send e-shots, use social networking and any
other method to inform your contact list of your attendance and the
location of your exhibition stand.
On the day of the exhibition
- Remember why you're there - make sure you and your
staff remain focused on their goals. Reinforce your aims to the
team just before the doors open and the day begins.
- Body language and behaviour - Your staff convey
your brand, that means no crossed arms, mobile phones, or eating on
the stand. Welcoming smiles, making eye contact and open questions
will make a big difference to your success.
- Keep it short - Keep your conversations with
prospects short and concise. You have a limited amount of time, so
try to ensure that you spend enough time to get all the details you
need and then move on.
- Evaluate the day - After the event, it's important
to assess how well the day went and discuss any feedback you
received from customers so that you can improve for next time.
- Follow up on leads - Immediately after the event,
you should either call or mail every contact that you spoke to on
the exhibition stand, even if it's just a simple thank you for
visiting you at the stand which you follow up at a later date. This
shows your eagerness to do business with them.
- Measure your successes - Ensure that you follow up
on all leads and track whether or not these convert into sales.
This the only way you will know whether or not the exhibition was a
success (and whether it's worthwhile booking the following
This post was written by Ed Langley on behalf of
Nimlok. Find out more about exhibition stands on the Nimlok
Smarta Business Builder
To help you on your business journey, we've created Smarta Business Builder, the complete online
tools package for growing your business. Website
Documents and Email - all in one place
- from just £20 per month with no contract! Try it out today.