Exhibition stands play a vital role in a company's marketing strategy. It is a mobile unit that is used as a display at conventions, conferences or the like. The exhibition stand will likely display your logo, product name and other attractive sites. What makes the exhibition stand a business generator is because it incorporates human contact as well as a visual taste of your company. At the event, the stand will need to be staffed with someone that is able to provide an overview of the company, generate small talk with potential customers, answer any questions for potential customers, and possibly close a deal if appropriate. At any one event, the company representative can make an overwhelmingly higher number of valuable face-to-face interactions with potential customers compared to one workday that would entail commute times, client delays, etc. For example, a company that sells automated response systems (handheld units that participants are given during an educational function in order to tally their responses, and results are immediately projected in a graph form on the presentation screen) would likely target the education industry , the medical industry because they often hold continuing education functions, national medical associations, the financial industry etc. A company representative can simply pay an admission fee to participate as a vendor at a yearly national conference hosted by a company within the industries mentioned. National conferences attract hundreds of participants. During the break-out sessions of the conferences participants will circulate through the exhibition room and view every exhibition stand. Thus, in one weekend a company can realistically collect an indefinite number of sales leads that transform into sales in the future. The goal is to present the exhibition stand in the most effective manner possible in order to generate the most exposure and response from potential customers. The following are some of the things you should do to get the most from your stand: - Position the exhibition stand as close as possible to an entrance, exit, or high traffic area like a wine bar, buffet table, etc. - Provide an abundance of marketing materials for potential customers. - Design the exhibition stand with features that are unique, attractive, intriguing, and highly visible. - Ensure that the exhibition stand is staffed at all times and alternate shifts between staff members. - Engage eye contact with participants that walk by - once eye contact has been made, visitors should feel at ease to approach the exhibition stand and start a conversation. - Maintain consistent enthusiasm for your product/service - your best prospective customer may arrive an hour before closing down, but she or he will still expect an engaging, enthusiastic approach - Most importantly, follow-up on the leads received while at the exhibition stand. Participants often meet numerous vendors during a trade show, so it is invaluable to reintroduce oneself upon first greeting and reacquaint the prospective customer with your company and provide her/him with the value of your product/service. If you follow this advice, you should be able to use your exhibition stand to attract new business at future exhibitions.
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