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Saturday, September 27, 2014

How to make a good impression with your trade show exhibition stand

By Tom Cook

Trade show exhibitions have long been one of the best ways to showcase your business and attract new customers. It's therefore important that you get it right, as one mistake could send potential custom straight into the arms of your competitors. 

Business trade show exhibits
Appearance and interactive activities help build impressions
There are some things to bear in mind, but the look of your stand is going to be the most important. A good looking, clean, professional stand will not only attract attention, but it will help you to engage with customers.

 The frame


A good way to think about your exhibition stand is as a frame, showcasing something very important. That very important something is of course your business. So it is important that your stand is as sleek, modern and impressive as possible. There are a great selection of stands available for hire, and they prove a cost-effective way to showcase your business. However, if you are attending shows month after month, year after year, purchasing your own custom stand could be an option. It may be a big outlay, but you will save money in the long run, and have a stand that is directly catered to your company.

The technology


Another great way to draw potential customers in is to upgrade your technology. This will allow people to interact more directly with your display, and will show that you are a modern company. Plasma LED or LCD screens are a great tool – you can use them to play short clips and other promotional material. Tablets are also a great idea, allowing the customer to interact with your material in a different way (perhaps you have a website or an app?). Of course, there are always bigger and bolder statements to be made, such as an interactive table – but be warned that products like those can make a very big dent in your budget!

The pitch


Putting your facilities to good use and orchestrating a product demonstration is another great way to make a good impression. Curiosity will ensure that people come over to see what your visual display is all about. Your staff members can then demonstrate your product and talk about it, answering any questions from potential customers. Use your screens too – people who are far away might not be able to see your staff clearly with the naked eye, but a large screen relaying the action as it happens means that they can watch along too!

First impressions count!


There are other ways of making a good impression, of course. Polite staff, a clear idea on what to say to people, and an understanding of who is else is in attendance are all very useful too. It doesn't matter whether this is your first visit to a trade show exhibition or it is a comeback after unsuccessful events in the past. What kind of first impression you make is vital to the success of your time at the show, and by following our tips, you'll be seeing interest from many new customers. Once you have got the customer part sorted, then the rest is as easy as pie!


About the author: Tom Cook is the Director for the short-term trade show equipment rental company- Bircherley. Over the years Tom has learned what it takes to make a good impression and believes that having the right equipment can make all the difference.  

Image: Author owned and licensed