Putting on a great exhibit is not just for large brands and multinational firms, SMEs can have a unique strategy and maximise their involvement by simply going back to basics.
Product
First things first, it’s all about what you are selling! Having a great product or service is the foundation for success. Consider your competition; is your product strong enough to compete at an exhibition? On the other hand, an exhibition is a great way to benchmark your competition. An exhibition can be a great opportunity for you to launch a new product and demonstrate it to your target market in an interactive and engaging way.
Price
Is the price right for exhibiting at an event? Exhibitions are going to cost money but its all about ROI and the return you get. Consider what you need to get out of the show and set targets for yourself. Consider the price of your product/service. Offering unique prices to contacts who visit you at an event is a relationship catalyst.
Place
Exhibiting at an event in your geographic location can really put you on the map and raise your company profile. Consider where you do business, where you would like to do business, if you are looking to grow; investing in a new target geographic location may be costly initially but will establish you in an area.
Promotion
Maximise the opportunity to really promote yourself. How can you differentiate from the other stands?
Make sure your stand is eye catching, informative, clear and well recognisable. Be engaging and interactive, talk, listen, adapt! Give away branded items, keep your brand in their mind! How can you work with the 5 senses and make an experience out of visiting your stand?
Live marketing – utilise every bit of your exhibit. The people manning the stand, think about what they could wear, make it a feature. Attract visitors to your stand as if it were an outlet. Having competitions at the stand encourages footfall and gets you contact information! Think smart.
Remember it is the human interaction that makes live exhibitions so powerful!
This is a guest post for Bizoh by Jobserve Events, who specialise in high profile exhibitions across the UK and Ireland.
