This week we’re continuing our series on maximising the value of exhibitions. Although the plans we’re making are in relation to us exhibiting on October 11th at the Norfolk Chamber B2B Exhibition, the planning process is the same for any exhibition. This week the area that we’re thinking about is the most crucial bit:
Getting them to your stand.
Sadly, this is where a lot of businesses fall down.
They’ll devote a lot of time and attention to the perfect stand, perfect literature and a great promotional giveaway, and then they’ll rock up, get it all set up and stand there hoping for the best.
They think that if they build it, then prospects will come, but it doesn’t work like that.
If you’re serious about getting as many people as possible to your stand, there are two main elements to consider:
1. What compelling reason have they got to visit your stand?
Think about what your ideal customer would want, and then find a way to give it to them.
If it’s something low cost, then you could be giving whatever it is away in exchange for data, but if it’s high ticket, then you’re probably going to want to think about a competition or prize draw i.e. “Enter this competition to be in with a chance of winning a trip to New York”.
Ideally what you’ll be giving away will link in with your product or service – that way you’ll know for sure that the people who enter are the right prospective customers.
2. How are you communicating that compelling reason?
It’s all very well having a great giveaway, but if no one knows about it, no one is going to give you their data.
Make sure that there’s a visible headline somewhere on your stand that “sells” the giveaway, and if you’re really serious about getting leads, it’s worth having flyers printed up that advertise the giveaway and invite people to come to the stand to get involved.
Those are the two main questions to answer, but if you want to talk in any more depth, just get in touch and we’ll be glad to help.
