Make Your Expo Stand Work

Posted: by Moyra Burke-Smith

Expos have the potential to offer a great return on investment – but only if you know how to grab the interest of the passing footfall. You’ve invested all that money to get there so let’s get to work.
You have to focus on two key things; attracting visitors to your stand and once there interacting with them. Get it right and you can expect new connections, increased conversions and plenty of new business leads.

With every stand vying for attention how can you stand out?

Attracting visitors to your stand
Here are 4 tried and tested attention grabbers:

  1. Entertain your visitors – It could be a Scalextric track, a juggler or a game/competition. Entertainment is a sure-fire way of gaining initial attention
  2. Spectacular stand design – Whatever your budget, make your stand attractive. Bold colours and innovative lighting can help to draw people to you
  3. Interest – Attendees are looking for new, innovative and workable solutions to business challenges. So do your research and demonstrate that you have solutions to their problems
  4. Technology – A neat gadget or two can be like a shiny object to a magpie. The most popular piece of tech I’ve seen is a drift racing simulator, which had visitors queuing. Everyone passing by wanted to see what the fuss was about, so it gained the stand even more attention!

Engaging visitors at your stand
There is no ‘one size fits all’ way to do this, instead it’s best to combine a few techniques.

  1. Coffee – obvious, but it works;
    • It’s hard to come by good tea and coffee at events, so they’ll love you
    • Caffeine is a pick me up and creates a positive psychological link with your brand!
    • A hot drink gives you time to engage in conversation while they wait for it
      to cool
  2. Engaging staff – Don’t stand behind your table, make people want to stop and chat further about your brand
  3. Bribery – Use a quality promotional gift they’ll keep & use as an incentive
  4. Videos – A high-quality video is eye-catching, stimulating and informative. Include a call-to-action such as “take one of our leaflets” or “scan this QR-code l” to increase follow-up contacts
  5. Live Tweets – Display a live Twitter feed and allow visitors to follow you, use your #hashtag and ask questions to your offsite social media sales team – engage and informing your visitors even when expo staff are busy
  6. Get your iPad out – Technology and cool gadgets help attract visitors and are a great way of gathering contact details, completing surveys and demonstrating your products.
    Following up

Always follow up your new leads within a few days of the expo. A personal message is more memorable and does wonders for your brand perception.

Exhibitions are a big investment – done well they deliver huge rewards. So plan ahead and make it work.

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