Exhibition marketing offers a unique opportunity for businesses to gain face-to-face time with potential customers. After all, according to the Trade Show News Network, 92 percent of trade show attendees go to see new products and 81 percent have the authority to make purchasing decisions.
Therefore, attracting visitors to your exhibition booth is a great way to generate high-quality leads or even sales. Here, we look at seven top tips you can use to boost traffic to your stand, which will have a positive effect on your objectives.
1. Commission the Right Exhibition Stand
In order to attract visitors, your booth must do three things: look attractive, stand out from the competition, and visually convey what your business is all about. Therefore, choosing the right stand is key to tick all those boxes. In some cases, where budgets permit, custom built exhibition stands may be the best choice for standing out and conveying brand values, although other stand types certainly have their place, and might fit better in your budget, such as modular systems for instance. Depending on the amount you can invest, it is worth asking exhibition companies heir opinion with regards to the best system suited to your needs and brand, as their advice will be invaluable to make a final decision.
2. Think About What Your Staff Will Wear
Many exhibition companies spend so much time thinking about their stand that they neglect the staff working there. However, the clothes your staff wear can have an influence on potential visitors. Precisely what you want them to wear will depend on the nature of your business, but consistency is the key to look professional. Whether this means matching suits or outfits, or even a uniform of sorts will depend on the type of sector your business is in and brand values you wish to communicate to visitors.
3. Let Your Products Do the Talking
One of the best ways to attract passers-by is to think of your exhibition display as a shop window and put your products front and center. According to Statista, around 80 percent of visitors decide to buy a product or service because they tried it out or saw a demonstration, so do not be afraid to let your products do the talking.
4. Provide Visitors With Free Wi-Fi
Trade show attendees like to share their thoughts and experiences on social media, but the busy nature of events means phone reception is not always dependable. By offering free Wi-Fi and a place to recharge their phone battery, you can get more people to spend time in your booth. You can even use this as a lead generation tactic by requesting that they leave contact details in exchange for access.
5. Make Effective Use of Technology
Some of the most successful trade show exhibitions make great use of technology to attract visitors and generate a buzz. The technology you use can be anything from a photo booth, which allows visitors to instantly share to their Twitter or Facebook, to something more advanced like Virtual Reality software or games.
6. Advertise Your Appearance Beforehand
Your attempts to attract visitors to your booth should begin long before the event itself and pre-event promotion is essential. Indeed, according to Inc.com, approximately 70 percent of attendees plan a list of the stands they want to visit in advance. Use social media, trade publications and mailing lists to get word out there. The crucial part is to use your existing clients and followers networks for promotion as well as staff advocacy to create a buzz around your event.
7. Offer Performance Incentives to Staff
Finally, staff behavior can have an impact on the likelihood of visitors to approach, so it is important to make sure they stay focused and avoid off-putting behavior, like talking amongst themselves, or standing with their hands in their pockets. A great way to encourage staff to behave properly is to offer performance incentives, such as a reward for the person who generates the most leads.
Reno Macri is a founder and director of a leading exhibition and event company Enigma Visual Solutions, specializing in retail designs, interiors, graphic productions, signage systems, office refurbishment, event branding, exhibition stands design and much more. He specializes in experiential marketing and event productions. He enjoys sharing his thoughts on upcoming marketing ideas and design trends. Feel free to follow him on Twitter.
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