How to achieve stand-out at an exhibition

You’ve probably all done it. Had the debate over whether you should attend an exhibition. The cost of actually buying a pitch, the stand itself and all the other ‘freebies’ you feel need to be given away. Budgets can run away with you. Which means extra pressure on you to get those sales leads.

As with most things, trial and error are a great way to learn what does work. If you’ve never exhibited before it can be an expensive way of doing it. So, what are the basics you need to get right. The simple things to do to achieve stand-out.

Clear and obvious signage

Don’t assume that when you arrive at the show people know who you are and what you do. The company name should be clearly displayed. But if it’s a series of letters, why not spell it out in full. You might be known locally but on the bigger stage it could generate more conversations for you.

At a recent show in London’s Excel, we did exactly that. PPS Print gives you half the story. So, we put Peterborough Printing Services on the stand. This attracted at least 20 people over to us. They were local and wanted to talk. Big companies who we hadn’t had a conversation with before.

Minimal furniture

I bet you’ve all seen it. People sitting on a stand and hiding behind a make-shift counter. In effect creating a barrier to conversation. They probably feel safe and comfy sat down.

A selection of sweets, pads or pens all laid out to entice you onto the stand. Yet people will just pass you by or simply take them when you’re not looking. Not a great investment for you and to be honest a wasted opportunity.

You should be on your feet and looking to engage with as many people as possible. Starting a conversation with the niceties. Nothing related to why you are there, just politeness. If you are not completely shattered with aching feet and a sore back, you probably haven’t done yourself justice.

Engagement is the key

If promotional items laid out on a desk don’t encourage engagement, then what’s the answer? To have something a bit different that ‘pulls’ people over. It could be visual maybe audio as well. But it needs to be engaging and a way to start that conversation.

Over the years we have exhibited at a local level. Tried and tested an awful lot of materials. So, when we went to London’s Excel, we used everything we had learnt.

To be honest, the ‘spin to win’ wheel we did think twice about before using. Not sure why because it was a real crowd pleaser. Visually very eye catching in the exhibition hall. Whilst the noise of the wheel spinning attracted attention. Everybody wanted to have a go. But more importantly, everybody won something.

Make it relevant

Winning a promotional item generated a lot of excitement. Simple but effective, our visitors had actually won something. This was far more engaging than just being given a freebie for looking at the stand. And memorable, something to tell your colleagues about.

Personalisation was the second element. One of our prizes was a notebook with your name printed on it. This seemed to be even more exciting. And the fact we would have to print it bespoke to them was of real value. A great conversation starter. Just think how your customers would feel about this level of detail.

What’s your experience of exhibitions? What has worked, or maybe not worked for you? Leave a comment, we’d love to know.