Exhibiting at an event or trade show isn’t as easy as it may seem. There’s a lot to organise before, during, and afterwards, and you need to bring your A-game if you want to maximise enquiries.
Many businesses or their representatives go into events unprepared or have prep that isn’t best for that particular show. Their exhibition stand might be lacking, or they find themselves with nothing to hand out to attendees.
There are a number of common mistakes we see businesses make, so to help you succeed at events, let’s go over the dos and don’ts of a successful exhibition.
Not Going to the Right Events
This sounds obvious, but you’d be surprised how many people exhibit at events that aren’t suited to their business.
EXPOs and trade shows are usually industry-specific, companies from that sector gather to network and see what their peers have been working on, as well as trying to entice new potential clients and customers. These events are great, although very competitive. But you need to ensure that your business provides value and give attendees a reason to stop and speak with you.
If your business is only adjacent to that industry, for example if you work with recruitment companies but aren’t directly involved with recruitment yourself, you might be restricting the potential draw of your exhibition stand, so it’s a good idea to place your stand near to complimentary exhibitors, or close to an exhibitor or location likely to get lots of footfall.
A business that is too niche you won’t get enough enquiries to justify the cost, one that is too broad will lose out to the more industry-focused providers. It’s a tricky balance, which is why you should always talk with the professionals before you commit to certain shows.
We recommend that companies choose their events wisely and focus on only a few per year that are perfect for their needs. You want a room full of potential customers so you can cast the widest net possible.
Using an Exhibition Stand that Doesn’t Suit your Brand
All events are competitive, regardless of the industry or size. You need to stand out from the crowd; a quality exhibition stand is the way to do it.
Just having the biggest or boldest stand isn’t possible or enough, you need one that you can work with. If you’re doing demonstrations for a product(s), you’ll generally need tables, counters, and shelves to display them. If your demo can be done via a TV or laptop screen, you don’t need as much space, and your stand might look empty if you aren’t using every inch of surface. You also need it to be nice and open so people can approach from all sides.
All these potential issues are solved by investing in a bespoke exhibition stand. At Williams&Crosby, we design exhibition stands that exactly suit your needs, with all the features that will help you show the best side of your business. We’re also experts in branding, so you won’t have to put up with blank walls or poor-quality prints, it’ll look like you designed everything yourself, and your brand will be clearer than ever.
Not Pitching Properly
When you have the best exhibition stand in the room, you’ll be approached by a lot of people. But if your pitch isn’t up to muster, they’ll soon lose interest.
Pitching is split into three parts:
- Greeting – You need to welcome visitors to your stand, giving them the time they need to learn what you do.
- Demonstration – Showing off your products and/or services using pre-prepared videos or well-rehearsed demonstrations.
- Information Gathering – Collect the contact information of anyone who is keen to know more, so you can follow-up after the event.
The attitude your team have is crucial to a successful event. If they appear bored, standoffish, or uninformed, you won’t gain the right interest, which means fewer sales and lose opportunities.
Don’t allow your team to let the side down. Brief them properly on what they should be saying, and make sure they’re the best people for the job, with a welcoming attitude but plenty of knowledge to back it up with. It might be best to have different roles; someone with sales experience that can attract people to the stand but will then pass them on to someone else who is better at presentations or answering technical questions.
Another mistake we see is putting too much strain on your team. These are long events, make sure you can work in shifts, so everyone has time for breaks, and they have easy access to food and drinks throughout the day to keep them fresh. If you only send two or three people, there will be periods where your stand will seem emptier, or your team will be struggling with an influx of interested visitors. Not only should you send your best, make sure there are enough representatives to keep things running smoothly.
Not Using Print Media at Exhibition Stands
Print media, meaning things like brochures, flyers, posters, and business cards, are often overlooked by businesses who see them as ‘old-fashioned’ or not environmentally friendly. While it’s true that embracing digital media is essential for business success, you shouldn’t overlook the value that classic prints can provide. It can have far more impact than scanning a QR code as they are often forgotten. A piece of print marketing is physical, it’s in their hand and can be read whilst on the train or when they get to their destination.
At an event, you want the people who visit your exhibition stand to remember you and your pitch after the event has ended. This is difficult, as visitors will be speaking to dozens of different companies; their pitches can start to blend together even if yours is the best.
To be memorable, you need to hand out print media that will jog the memory of visitors after the event is over. Glossy brochures packed with professional photography and plenty of information will be great reading for the journey home, and something as simple as a flyer can give your brand a boost and people an easy way to look you up.
If you want to go one step further, invest in event merchandise, items like pens, clothing, bags, and tech that you can pass on to anyone who expresses an interest in what you do. These are expected even at small events, be sure not to disappoint! Flyers and brochures are eventually thrown away or forgotten whereas something useful will be kept for a long time.
Business Exhibitions Done Right
It’s easy to fall into traps at exhibitions. You think being there with a large expensive space is enough, but there is so much more to making sure you are maximising the opportunities and return on your investment.
With Williams&Crosby in your corner, we’ll equip you with everything you need to perform well at your next event. We provide exhibition stands, merchandise, print media, and branding support backed up by 40 years of experience. If you feel like you aren’t seeing success at these events, we’re ready and waiting to help you.