If you think your success at a trade show is solely down to how good your stand is, then you’re going to be very disappointed. We would be very happy to design and build a fantastic exhibition stand for you that is bound to attract a lot of attention from potential clients and customers, but the rest of it is up to you. The worst thing you can do is just turn up on the day and wait for people to come to you.

How to exhibit successfully

To make sure your trade show is successful and delivers a decent ROI, you need to do a lot of preparation and post-event work yourself. Firstly, make sure the trade show you’re interested in is actually a relevant show for your business. Before you sign up for a stand, do your research about who the show is aimed at – there’s no point in spending time and money trying to sell your furniture products if you’re exhibiting at a show aimed at the motor industry!

Before the show

Let people know in advance that you’re going to be at the trade show. If they’re going anyway, they’ll know you’ll be there and will look out for your stand. If you would like to see any particular clients or leads, it would definitely be worth sending them an invitation to the show and offering them an appointment. Use social media as much as possible in the run-up to the event. Let your followers know what you are planning – especially if you have new products and services to shout about – and where you’ll be. Make sure everyone knows your stand number along with any other directions to help people find you as easily as possible. Trade shows can be chaotic places so the clearer you can be about where you are the better.

At the show

Provide incentives for people to visit your stand. Offer a discount to anyone putting in an order at the show. Run a prize draw as a way of collecting business cards. Have edible treats or promotional gifts on your stand. Trade shows are a great place to launch a new product or service – you can talk to a lot of clients and potential clients about it in a very short space of time. You could even turn the launch into a mini event at the show itself, with a Champagne (or Prosecco) reception for invited guests. It will certainly create a buzz around the rest of the exhibition, attracting other people over to see what’s going on, and it’ll give you a better chance of reaching your target audience. Make sure the staff on your stand are fully briefed about what you want them to do. You need the best ambassadors for your brand, who will proactively engage with everyone they meet. Collect contact details from as many people as possible, especially if you think they may turn out to be a good lead.

After the show

Contact people you met as soon as possible after the event. Everyone who was there will be sifting through a huge amount of information and business cards, so make sure you’re one of the ones they remember. If you would like to talk to us about designing and building your trade show stand, call us on 01992 642 642.

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