It’s that time of year again, we’re approaching ‘exhibition season’. Exhibitions are a great way to showcase your business, services and products as well as network with potential clients and partners. But, exhibitions are also a bit of a (crowded!) juggling act. You’ve somehow got to stand out, showcase your products and/or services, provide excellent customer care to hundreds of visitors and then manage leads. So, here are Everything Corporate’s 8 top tips for ensuring your time exhibiting is a success…
1. Arrive early.
Use the time to gather yourself and your team as well as complete the last-minute checks on your stand. Is your technology working? Have you got all your literature/products in place on the stand?
Although it is tempting to showcase ALL your products, it is better to avoid too much clutter. According to Product Media (September 2017), it takes an average of 5 seconds to walk past an exhibition stand. Therefore, you need to make sure your visitors get your message instantly.
If you’ve still got time before the exhibition opens, you can also use the time to check out your surroundings and your neighbours. It’s always helpful to find your way around so you can make connections, but also help lost visitors! It’s also helpful to check out where your competitors, customers or potential partners have stands so you can follow up with them later on in the day.
2. Brief your team about what you expect from them before the doors open.
Your team should already be trained and know key facts about your company’s services and products. They should also already be trained on how to identify and manage new leads. Also, make sure they are dressed appropriately (e.g. are they wearing the company’s branded t-shirts, lanyards, wristbands, badges etc.?) and understand the rules of exhibiting (e.g. no eating, use of personal phones etc.).
3. Be mindful of your body language and sales technique.
When the doors open, don’t pounce or stare at exhibition visitors as they walk near your stand. It’s creepy, off-putting and unprofessional. Also, people really don’t like pushy salespeople. Make sure you smile and look out from the exhibition stand to make eye contact with visitors. You can also turn around and face your stand with visitors and offer them a free promotional gift.
4. Be mindful of your language – don’t ask closed questions.
It’s tempting to ask closed questions such ‘how are you?’ or ‘can I help you?’ but it’s likely that you won’t get much of a response. People can simply smile or say ‘no’ and walk away.
Instead, try to use more open questions such as ‘hello, what brings you to [insert name of event] today?’, or ‘hi, what do you know about [insert product name and/or company name?’ You’re more likely to get more engagement from your visitors. Make sure you listen carefully to their answers.
5. Make sure to make notes of any potential leads.
There is nothing worse than meeting someone at an event and forgetting their name, especially when they could have brought something to your company. Once you’ve talked to someone, collect their business card or jot down their enquiries and make note of next steps. It only takes a minute!
6. Promote the event across your social media.
The world and his wife are on social media at the moment! Let your clients know where you are and what’s happening. It’s a great way to increase your awareness and show transparency which is highly valued in this day and age.
7. Incorporate tools and content developed for the exhibition throughout your marketing campaign.
According to Product Media (September, 2017), you can repurpose content for your showroom, reception area or website. It’s a great way to educate and engage further prospects.
8. Make sure you have enough stocks of giveaways and keep extra stock at hand.
Promotional giveaways are a sure-fire way to get your brand noticed at exhibitions. But, it’s always a bit embarrassing and disappointing if someone has seen your really cool giveaway floating around the exhibition, get to your stand and you’ve run out.
Are you ready for your next exhibition? Everything Corporate provides high-quality promotional merchandise for exhibitions (e.g. promotional apparel, lanyards, badges, sweets, pens etc.) Contact us today for a quote on 0208 722 0240.