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How to market your exhibition stand
These key points will help you to understand more about how to market your exhibition stand by having and integrated marketing plan, specifically tailored to the event you are attending.
1. Select the right Exhibition for your Company
Choosing the best exhibition that matches your company’s sales, marketing and branding objectives is your first step toward success. It is a challenge, however, since there are an estimated 30,000 business-to-business exhibitions held each year all over the world. Make sure you do your research first and know which audience you want to target and where you want to exhibit.
2. Have an exhibition Marketing Plan
Having a strategic exhibition marketing and tactical plan is a critical starting point, in order to achieve the maximum exposure from your exhibition. Know and understand exactly what you want to achieve – increasing market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. This is what you will then build your integrated marketing plan from.
3. Have a Promotional Plan
A significant part of your marketing includes promotion pre-show, at-show and post-show. Most exhibitors fail to have a plan that incorporates all three areas. Budget plays a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know who you want to target and then consider having different promotions aimed at the different groups you are interested in attracting. Include direct mail, social/digital marketing, advertising, PR to reach your audience.
I. Advertise in pre-show publications – both print and electronic – and special show issues of your industry’s trade journals. Remember to mention the important sales features of your exhibit, where it’s located, who will be on the stand, etc.
II. Offer “show specials” or other promotions on the stand to positively position your company and its products and draw people to your stand.
4. Be old skool!
Don’t be afraid to go back to using direct marketing campaigns and sending out mailshots to customers or potential clients inviting them to your stand with an offer or promotion. Think of something quirky like sending each person a jigsaw piece to complete a puzzle which they have to solve to win a fabulous prize! Don’t be scared to inject some fun into your campaign. Likewise with e-shots where you could send them a code to use on the day for a guaranteed discount or something else? The ideas are limitless!
5. Stand out
At the exhibition you need to make sure you stand out above your competitors. Having an amazingly designed stand will set you above your competitors immediately and help to draw attention to your business. Exhibition stands make a strong statement about who your company is, what you do and how you do it. Your stand should attract, welcome and invite customers in so they can view your product service and see key message that communicates a significant benefit to your prospect. Choose large graphics, ideally pictures rather than reams of copy. Your presentations or demonstrations are a critical part of your exhibition marketing. Create an experience that allows visitors use as many of their senses as possible. Highlight why you are different from your competitors and why a prospect should buy from you.
6. Talk, talk, talk…
Public relations, social media and digital marketing is the most current and popular method for getting your message out to customers. Send out newsworthy press releases focusing on what’s new about your product/service, or highlighting a new application or market venture. Tell people you are at your show. Tweet the promotions and start a countdown campaign until the exhibition starts, using social media. You can also use your email signature to highlight your presence at a show. Generate interest before the event and keep this going throughout the show. Be proactive on Twitter whilst at the event, using mobile devices; sharing thoughts and opinions, accompanied by photos of what is going on at the exhibition. Be sure to use the exhibitions assigned hashtag in all tweets to make certain that what you’re sharing is visible to all attendees who are also following the hashtag. Use your company blog to highlight your attendance at the event and again, where your stand is located and then after the event highlighting exhibition details of how your own business’ activities went whilst there.
7. People have power
Your people are the key to the overall success on the day. They represent everything your company stands for, so choose them well. Train them beforehand and make sure that they know: why you are exhibiting; what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure they get the correct details so they have a commitment to follow-up. Less is more when it comes to sales people on your stand as too many will put people off.
8.The Aftermath!
Make sure you plan for the follow-up before the show. Show leads often take second place to other management activities that occur after being out of the office for several days, but remember the reason for attending the show so it is important to allocate time immediately after the exhibition. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, and assign this to key personnel within your team to take responsibility.
