Ten Tips for Making the Most of Exhibition Displays

1. Choose the right exhibitions

Most businesses can afford to have an exhibition display stand at 1-3 exhibitions a year. So when choosing which exhibitions to attend, it's vital that you pick the cream of the crop. Don't fall into the trap of going to the next possible exhibition if it's not the best option. Consider the following when judging which exhibition to display at:

Will your target market be attending?
Does enough of the exhibition relate directly to your industry?
Will attending the exhibition result in sufficient revenue to justify the cost?

2. Ensure people know you will be at the exhibition

Before deciding whether to go to an exhibition I make sure I know exactly who is exhibiting there, as there may be someone I want to speak to, or products and services I want to see first-hand. It's therefore important to pre-advertise (if you can afford to) in sources where potential customers may be looking.

3. Get a parking ticket

The easiest way to make sure people know you're at an exhibition is to park a beautifully wrapped car near the front door. This puts you in the minds of potential customers even before they enter the exhibition, making it more likely they'll be interested in your product when they walk past your exhibition stand. This is easily worth the cost of a parking ticket!

4. Choose the right amount of space

Choosing the right amount of space at an exhibition is vital to increasing your visibility. Trade show displays that are too small are usually uninviting because they force patrons to speak to someone at the stand. But if your stand is too large it will appear empty, causing patrons to assume your product or service is unpopular and avoid your stand.

5. Pictures tell a thousand words

Retractors and pop-up stands (for backdrops) from reputable exhibition stand suppliers are vital for any business serious about being VISIBLE at an exhibition. The key to these visibility products is to allow the patron to look at any of them and instantly have a rough idea of what the company does. The most effective trade show banner stands usually include the company's logo, a picture illustrating its product or service, and a short but sweet tag line.

6. Offer something for free

If a patron is not initially interested in your product or service at an exhibition, why should that be the end of your contact with them? Lure patrons to your stand with something everyone wants, like free drinks or lollies. Or, if you want to build a mailing list, give people an incentive to sign up, for example 'Join our mailing list and receive a free $50 voucher'.

7. Promo girls

As tacky as it sounds, if groups of men will be walking past your stand, promo girls can be used to increase the conversion rate from your exhibition trade show display. However, if you use this method, people may not be interested in your service at all when they come to your stand. But they may be willing to join a contact list and if building a list is your main aim, this method is highly advisable.

8. Don't sell at your stand!

In all the exhibitions I've been involved in, I've never known a shop display stand to make a profit when that was the main aim. Your aim in exhibiting should be to make contact with as many people as possible and give a good impression. Most exhibition patrons want to see everything, and will usually not be ready to purchase until after they've digested all the information and discussed it with others. It's therefore a good idea to have a follow-up exhibition special and to contact potential customers 2-3 days after the exhibition if they have not got back to you.

9. Love thy neighbor

You may be concerned that other exhibition stands and displays are trying to be more visible than you (they are!). A very effective trick is to make contact with as many people at the other stands as early as possible. Talk to them, offer them a drink, chat and swap business cards. If other business owners like you and don't see you as a threat, they're more likely to refer people to your stand where appropriate. This is especially true if you're offering something for free that everyone wants.

10. Don't forget the after-sell

Take photos and even videos of your trade show display, and place them on your website. People know that displaying at an exhibition isn't cheap and, depending on the quality of your display, this can strengthen potential customers' opinions of your company. (But be warned - it could give a poor impression if not done properly.)

Want to find out how to improve your next trade show display?

If you would like to find out how our portable banner stands can improve your next exhibition display, give us a call on (03) 8682 9939 or use the form below to send us an email. We'll get back to you shortly.