Attracting large numbers of visitors to your stand at an exhibition is a two-stage process — including activities pre-event and during the event. Here are ten ways to maximise visitor numbers:
1. Start early
Inform visitors of your presence about a month before the exhibition and give them a flavour of what you’re showcasing. A good option is advertising or getting an editorial in the show guide as this usually goes out to all pre-registered visitors beforehand. There will also be printed copies when people arrive at the show. A lot of visitors plan their day over a coffee using the guide before they start roaming.
2. Keep in touch
Another great way to flag up your presence at a show is by sending email or direct mail to your client and prospect database. Social media is also a quick and easy way to amplify the message — think LinkedIn, Facebook and Twitter, depending on your sector.
3. Put on a good show
A successful exhibition stand is a mixture of creativity, functionality and activity. Ergonomics are important — is the stand open and welcoming, does it flow correctly, is it well-designed? A good stand should look architecturally interesting and include the use of different materials, finishes, lighting and colours.
4. Content is key
What is your message and is it illustrated in your design and content? Rather than just showing graphics or brochures on your stand, digital tools such as quizzes, surveys, games and animations help visitors feel engaged and make your presence far more memorable.
5. Use incentives
Offer visitors an incentive to part with their data; for example, a prize for taking part, an interesting giveaway (tied in with the theme) or a draw for a bigger prize post-show. This also keeps the exhibitor-visitor dialogue going after the event. By posting event scrapbooks on sites such as Storify and Pinterest, and using your blog, you can broadcast key messages to visitors as well as to prospects that couldn’t make the show.
6. Maximise your budget
If you’re on a smaller budget you need to maximise it. If you don’t exhibit often you may not get value out of purchasing a stand and would be better off hiring it. Hired stands can still be creative and bespoke and they are cheaper so you can test the water. Small spaces can deliver just as well as larger ones. Use the height above a stand for rigging a banner or halo.
7. Measure your results
Make sure you can track the success of what you do so you can measure return on investment. If you’re going to invest in exhibiting, you need to measure your results against your sales lead and conversion objectives.
8. What about freebies?
There are good freebies and bad freebies. Bad freebies for me are generic items — such as pens, mugs, mouse mats that don’t tie in with anything you’re doing. Good freebies have relevance, longevity and a purpose. We recently did some customised Toblerone bars — everyone likes chocolate, but they tied in with the “angled” theme on our stand. We also combined this with an augmented reality wrapper that played a video from an app. Good freebies don’t have to cost the earth; but if you can’t think of anything original, then freebies won’t be missed.
9. Look professional
Staff in branded tops can look neat and yet informal. Being relaxed but professional is key. Visitors don’t want to feel intimidated — if you’re suited and booted, it helps to drop the tie.
10. Brief your staff
No visitor wants an over-zealous salesman in their face as soon as they’ve walked on to the stand. Establish eye contact first, smile and ask them how they’re finding the show. Don’t go for the hard sell straight away — you need to find out why they’re visiting. But remember you are there to generate leads and you won’t do that if you’re ignoring everyone, are on your mobile, talking to your colleagues or taking a break.
Copyright © Samantha Thomsett, head of marketing at exhibition stand and display specialists, Nimlok.