Building for Success
“How can I make my event a success?”, the million-dollar question we hear from our clients almost daily. Ever growing expectation from director level for an even bigger return on their exhibition stand investment. Whilst the team’s marketing budget is increasingly stretched to cover all activities.
Alongside budget cuts and an ever-competitive market, how can you quantify the value of exhibiting and plan for an event which surpasses expectation? How can your brand deliver an exhibition stand designed to entice your visitors? How can you continue to rival other businesses?
In our minds, there are several basics to address before anything else; five fundamentals which will support your event objectives. Leading you in the right direction for positive feedback and bring important qualified leads to your sales team.
To deliver something outstanding, the first item on your agenda should be clear, relevant and visually appealing. A striking exhibition stand is the first step to grabbing the attention of a busy event attendee. Visitors will naturally be drawn to visual, impressive spaces – make sure yours is one of them!
Ultimately, if your stand has well executed design and demonstrates that you have invested time and energy in delivering something beautiful. It is likely that your visitor will apply this same connotation to your business. Invest time and interest in understanding how your time and care can instead support objectives.
Avoid unnecessary clutter, stand furniture, entertainment spaces, and live demonstration areas squeezed within an already compact structure. This will confuse and lose the attention of overwhelmed event attendees.
Keep it simple!
Clarity will shine among a loud and hectic exhibition hall – be sure to keep focus upon your key business offer. Make it clear what it is that you do. Hold the attention of busy visitors and deliver your own event objective by answering theirs.
Once you have captured the attention of your visitor, you will need to engage with them, keeping them interested with relevant and useful information. Make it memorable – keep it interesting and find common ground with your potential lead. Allow them to buy into something they need and deliver clear and concise information to consider.
Rather than only splashing your content across exhibition walls, you will need supporting marketing material which attendees can consider once the event is over. It may be a digital follow up or more traditional printed takeaways. But plan it so that it doesn’t get lost in the melee of event literature. Deliver information personally – ask questions and answer only what your visitor really needs to know.
Hands up – who loves something for free?
Offer samples or freebies to your visitors – from the simple, to the sublime, attract the attention of attendees with something that costs them nothing. From branded stationary, to edible treats or portable mobile phone chargers, make your mark with something the visitor can take away.
If your business is unable to provide product samples, present the visitor with a valuable discount or competition opportunity – either way, they’re intrigued, interested and walking away more satisfied than when they arrived; be generous and personally engage with your exhibition visitor.
As an attendee navigates a crowded and cluttered exhibition hall, they will look for simplicity, an open space with clear, accessible entry. Deliver an event space which is welcoming to all, with ramps for easier access, chairs for comfort breaks and desirable refreshment opportunities. Your weary attendee will appreciate your time and care in helping them to reset.
While the visitor is engaged with your stand, take time to understand their requirements, connect with them and present the information you set out to deliver. Personable and friendly ‘service’ will go far in welcoming your event attendee and delivering your own objectives.
None of these fundamentals are particularly challenging, and we have no doubt that you will have already addressed many of these ideas in your event planning. However, it is amazing to hear how easily the basics are forgotten. Make time to strip back your extravagant event concepts and focus on your main objective. Consider the really simple ways in which to connect with your exhibition visitor.
To find out how you can make your exhibition stand a success contact us.