2bm Data Centre World exhibition

Exhibitions provide a powerful opportunity for you to interact with your target audience face-to-face. So to help you make the most of this scenario, here are some things you should consider when planning your next exhibition.

1. Create an exhibition strategy

Set sales targets and determine the trade shows your target audience is likely to attend. This way you will be able to make informed decisions, be more determined to reach your goals, and have a better picture of ROI.

Before choosing an event, ask the exhibition organisers about attendee demographics as well as previous participants, attendee numbers and show statistics.

2. Review the competition

Ask the organiser for a list of confirmed exhibitors (usually available online) and check out your competition. Can you find out what products they will be displaying? Whether they are planning any interesting marketing activities? Or if they will be using interactive technology? Use this information to refine your strategy.

Warwick International TWIST stand
Exhibition stand designed for Warwick International

3. Plan your display

You should be able to choose between a shell scheme or an open space display. Shell scheme stands have an enclosed wall area whereas, as the name suggests, an open space is a flexible open area. Choose a stand and location that will best suit your requirements.

Decide which products or services you will exhibit based on the attendees and your goals. Are you planning to launch a new product or service, or simply trying to raise your company profile? Will you offer a special show discount or provide product demonstrations? What you want to achieve will affect your decisions on how to exhibit.

Consider adding fun and interactive features that will entice attendees to visit your stand. You could include gadgets, interactive games, VR, videos, live product demonstrations and competitions. These will create an impactful visitor experience and help make your stand more engaging. One client of ours encouraged visitors to engage with them by having Guinness available at their stand!

Finally, make sure you have a data capture system in place so that you can follow up on any leads.

2bm stand at Data Centre World
Exhibition stand designed for 2bm complete with Guinness – the refreshing alternative!

4. Design your exhibition stand

What messages, values, products and services do you want the stand to communicate about your business? And how are you going to communicate these messages effectively?

When using text to highlight key points about your business, it should be kept concise, clear and easy to read so that you can quickly get your message across. However, make sure the font and colours you choose align with your brand guidelines. Keep your exhibition stand consistent with your brand and make sure your graphics enhance your company’s message.

Stand designed for Driven Media
Left: Exhibition stand designed for DrivenMedia; Right: The stand in action (image courtesy of DrivenMedia and eXroid).

5. Promote your stand to attract more visitors

Make sure that everyone knows you’re attending an exhibition – tell them why they should visit your stand and let them know where to find you. You could promote your attendance by posting a news article on your website, by adding a banner to your home page, or by discussing the event on social media.

Social media can be a great place to research your chosen exhibition. You can search through social media posts and hashtags to find out what the event was like last year, as well as engage with businesses that are likely to attend this year. Let them know you are looking forward to seeing them at your stand!

You should also continue to post social media content during the event – use the event hashtag to show others what you are getting up to and encourage attendees to visit your stand.

Social media marketing activity for 2bm
Social media marketing activity in the lead up to 2bm’s exhibition at Data Centre World.

6. Create on-stand marketing materials

You will probably need to create printed marketing materials specifically for this event. This could include branded clothing, brochures, relatable case studies, targeted pull-up banners and business cards for interested visitors to take away.

You should also consider bringing promotional gifts to hand out. But if you do, make sure these are useful, good quality, environmentally friendly and eye-catching. Think of how many pens you have received over the years – how likely are you to pick up a personalised pen and decide to make contact? A stand out alternative could include a smaller scale version of your product.

Whatever you choose will reflect on your business so make sure you choose wisely!

Talbot Group PR case study
Case study designed for the Talbot Group

Unique design, striking content and engaging activities all contribute to your exhibiting success. So aim for individuality and develop a plan that outlines what you want to achieve. Remember that your stand needs to make a memorable impact in a busy exhibition hall!

For more help with your next exhibition, including stand design and printed marketing materials, feel free to get in touch.

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