Last week around 100 exhibitors attended the Business Vision LIVE exhibitors networking breakfast where they picked up a range of tips on planning and managing a stand, understanding audiences and making sure they are data compliant. Following on from this valuable morning, regular Business Vision LIVE exhibitors, The Hideout, share their tips for making sure you stand out from the crowd and grab the visitors attention – at Business Vision LIVE or any show for that matter.
We all know that to make exhibiting at an event a success, we need to attract the maximum number of delegates to our stand and ultimately, convert that interest into leads but what do we need to do to make that happen?
Here are five things we always consider when planning our event space and as small stand winners at last year’s Kent Vision LIVE, we think we know a little something about attracting an audience at a show.
Make the most of your space
It doesn’t matter how big or small your stand is, it’s about making a huge visual impact. It may sound obvious but if you’re just using a pull up banner and the wooden chair supplied to you, it’s not the best way to make a good first impression or create a space that reflects your brand and your business.
Are you inviting people to come and talk to you with an open space or have you put obstacles in the way? Do you have a product you can bring with you to demonstrate on the stand and create a conversation starter? These are all practical things to consider in relation to the space you have and ultimately, how you maximise it. Think about how you can reflect your products or services, people and your company ethos on your stand so that delegates get a real feel for your business.
Get eye to eye
Whether you’re using a pop-up banner, bespoke panels or a full blown custom stand it’s important for people to understand who you are and what you do just by looking at your stand. People walking past who may not know who you are will want to quickly see this information before making a decision whether or not to talk to you.
Make sure the information on your stand is at a good height. People won’t generally look down at the floor or bottom of stands, so get that key information up at eye level. Keep the messaging short and sweet though. No one is going to be able to take it all in while walking round.
This goes for your company name too! Make sure it’s visible and easy to read. You often get people knowing they want to talk to you but end up walking past your stand a number of times just trying to find you.
Having something interactive or that encourages engagement on your stand is a good way to open up a conversation and to keep people there for longer. Whether you use technology, do demonstrations or create a competition, it’s really about how creative and original you can be in the space you have.
Whichever way you choose to interact or engage with people on your stand, try to keep the main measure of success in mind – if you can, add an element of data collection such as a sign up or competition entry (don’t forget though, you’ll need to be GDPR compliant if you’re collecting and storing personal details).
Start the engagement before the show starts
Get the word out there that you’re going to be at the show. Often, the first time people find out you’re exhibiting is when they stumble across you as they’re looking for the lunch queue. But why not start earlier?
Let people know you’ll be there, give them a reason to come and visit and that you’ll be on hand to answer any questions or give any help needed. Emailers, PPC and social media are all good ways of getting the word out that you’ll be displaying loud and proud! Perhaps even mix in an offer to the pre-show advertising to attract people who are really interested.
Take your games to the next level
Everyone like a bit of healthy competition. Get people flooding to your stand with an original game where people can battle to be the ultimate champion. While they’re there you can have a chat and sell in a bit of what you do.
Top Tip: Have the game link in with the type of work you do. That way it’s an easy way to take the conversation over to your services.
You can use gamification, leaderboards, and apps to deliver a richer exhibition experience. For example, interactive LED ﬂoors can be used to create games which people play by stepping on certain things.
As well as creating a fun and engaging event, this tech can also share and collect that all-important digital data. So, by investing in exhibition technology, your sales team can focus all its attention on talking to visitors, while the technology feeds information back to your in-house team for further action.
So now that we’ve shared our stand secrets, we look forward to seeing what you all come up with this year and let the battle to retain our title, commence!