You’ve booked a trade show and know that you need to make an impact. But how do you go about differentiating yourself among the competition and ensuring that the time and resources you put into the event are worthwhile?
Nowadays, trade shows are a staple for many businesses and often very crowded. So you need to think creatively to make sure that you’ll stand out from the crowds and bring the best customers to the one place you want them to be gathering – your stand!
Embrace Technology
If you don’t know what an iPad kiosk is, it’s time to find out. Technology is one of the most powerful ways you can attract attention and provide a meaningful user experience at a trade show. Interactive kiosks with a touch-screen interface can be used for visitors to find information, see brochures and product specifications, sign up and carry out transactions and engage with a range of your content – including surveys, questionnaires and videos.
Digital content producers can create the right branded interactive content for your kiosks, which are available to hire for trade events and can provide great impact. Equally, look at things such as TV screens for live Twitter feeds or display your website on a large screen so visitors can interact with your online content.
Get the Visuals Right
If you don’t have the budget for high-tech displays, then don’t worry – there are plenty of simple, low-tech things you can do to make your area look attractive and well branded. Firstly, make sure you understand the space that you’re working with. Will there be electrical sockets? Will there be walls to attach things to? Where will the walkway be?
By knowing these things, you can organise branded exhibition stands, posters, flyers, pop up stands and any focus spaces where you might want to put on a demonstration. Check the rules first for demos and ‘features’. You can also set up a simple PowerPoint slide show to run on a screen behind your table.
Lure in the Customers
Trade-show gimmicks such as giveaways are a stock in trade, but they do work. Look for giveaways that visitors will use – pens, magnets, business cards, etc. Make sure these materials are branded and have the correct contact details on them.
Have enough company brochures and other marketing literature to hand too. Don’t spend too much money on your gimmicks and consider ‘green’ items which are very popular now, such as desk seed backs, ‘green’ bags and recycled pens. With these you won’t be seen to be giving away wasteful items.
Other gimmicks include competitions or draws, which can be great ways to gather business cards. Food is also a sure-fire attraction – just make sure that the exhibition organisers will allow you to hand out food as the legislation around this is well defined.
Your People
And finally, don’t forget the most important and engaging element on your stand – you and your staff. Make sure you are friendly, engaging and ready to smile at passing people. Push yourself to speak to passers-by, say hello and don’t be pushy. Most people will approach a friendly face if they don’t fear the hard sell, so use humour and take the light approach to encourage visitors to your stand.
Images used on this page
http://www.flickr.com/photos/thinkgeoenergy/
under creative commons licence
http://creativecommons.org/licenses/by/2.0/deed.en
This is a Guest Post by Francesca B. for Evoke Interactive (http://www.evoke-kiosks.co.uk/)