How To Stand Out At An Exhibition
By Shaun Parker
How do I stand out above my competitors? This is the age-old question that any business asks when attending anything from a national convention to a regional trade fair. The exhibition industry generates millions of pounds every year and covers most industry sectors. There is an annual trade show for most industries, where global corporations meet independent businesses in direct competition and this article is a guide to maximising your exposure.
There are obvious ways to attract attention, like pop up displays or running around in a chicken costume, however what your business needs at any exhibition or trade show is the right kind of exposure. This comes with a balance between distinctiveness and subtlety. It is advisable to catch clients eyes however you do not want to appear garish or compromise your company philosophy.
The best way to stand out at an exhibition is to communicate your company or product message in the most imaginative way possible. This could take the form of pop up displays communicating various unique selling points of your products and services. Many exhibitors use sales personnel to approach potential clients and although this is effective it has to be accompanied by an eye catching display.
Pushy sales people are a dead cert to drive client interest away and are a sign of desperation. You must take into account that they are seeing scores of exhibition stands all with eager sales personnel desperate to get that commission. A way to stand out at an exhibition is to not follow this hard sell trend, to invest in original pop up displays and draw attention in, creating a relaxed environment where clients can absorb your product message without harassment.
This means that your exhibition equipment must be excellent. Pop up displays are a cost effective and practical way to communicate your companies message. Combined with carefully branded roller banner stands, twist banner systems and custom designed promotional material, you can draw the clients in and let them seek the information.
It is essential to remember that people are at exhibitions and trade shows because they require services and products. The art is to split the communication of your services into three stages. Firstly with the pop up displays, banner stands and twist banners you can display a general but interesting message. Asking open questions combined with eye catching branding and images is an effective way of drawing in attention.
The mistake that many exhibitors make here is then they pounce on the poor unsuspecting client and scare them off. The second stage is your promotional material and printed material. This should be branded in a similar style and provide some of the answers to the general questions displayed on your pop up displays, but not saturate them with information. The idea is to lead them toward your customer advisers or sales personnel.
The final stage is to make the sale or at least get contact information to add to your database. Many clients will not use your services directly however as you have professional communicated your message if you keep them updated to new services, products and news, it will bear fruit later in your relationship. Create a spacious environment with your pop up displays as no-one will come into a cluttered environment.
The key is to communicate your individuality in the most imaginative way possible. Any company no matter how small can compete at exhibitions by selecting the right equipment. Carefully branded pop up displays can provide excellent networking opportunities and lead to ongoing, beneficial business relationships. Remember, people come to exhibitions to seek out services so optimise your opportunities.
About the author
Shaun Parker is a designer and distributor of pop up displays and has years of experience in exhibition equipment design and sales. from http://www.FreeArticlesAndContent.com
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