If you
work in sales or marketing, it’s likely you’ve got what’s commonly known as the
“gift of the gab”. That wonderful,
charming ability to speak eloquently and fluently, making people feel
completely at their ease from the moment you begin talking to them.
No? Well, even if you do have the gift of the gab, finding the opportunity to put it into
practice at an exhibition can be insanely hard, with so many visitors milling
around and so many other businesses looking to grab their attention.
So how can
you effectively attract visitors to your stand, then keep them nicely engaged while
they’re there?
Luckily,
our friendly team here at Guardian Exhibition & Display have got plenty of
experience helping clients boost their brand at trade events all over the
world, and we’ve managed to boil those all-important laws of visitor attraction
and engagement down to three key elements:
Stand, Staff and Service.
Allow us
to explain…
Stand
We deal
in dazzling displays, so you might expect us to stress the importance of an
eye-catching stand, but trust us, it is
important.
Think
about it – your stand is the first thing that will catch visitors’ eyes as they
scan the exhibition room, looking for people and businesses to talk to. So it makes sense to plan your stand out
well. It has to be friendly, and it has
to grab attention right from the first glance.
Bright
graphics can help you stand out, along with TV screens and moving images to add
a spark of immediate interest.
(If
you’re confused about what type of stand would work best for your business,
we’ve written extensively on the subject in previous blog posts. If you haven’t got time to read, why not give
us a call for a chat instead?)
Staff
There
isn’t much that’s more off-putting at an event than staff who dither, clearly
unsure as to why they’re there. So make
sure your team understand your company’s event objective right from the
off. Are you looking to increase
sign-ups, for example, or perhaps you’re promoting a specific product or
service?
If
possible, run a briefing session beforehand so your team know what they should
be speaking to visitors about, and what kind of approach they should make. It’s so easy to think that all you need to do
is turn up and get talking, but clear focus will win the day…not to mention
more business.
On event
day, run a stand rota system with shifts for everyone, including plenty of time
for breaks. Exhibitions can be hard
work, especially if you’re there all day, so you need to make sure every member
of your team is naturally upbeat, complete with an easy and approachable smile.
Ensure
breaks are taken away from your display area if possible – staff eating at
their exhibition stand looks sloppy and awkward.
Lastly, equip
your team with a uniform, or a branded outfit at least. This isn’t only useful for on-stand
interactions, but when they’re off grabbing a coffee they can still promote
your business with ease!
Service
It goes
without saying that visitors should be greeted with a friendly smile. But there are plenty of other easy things you
can do to ensure their interaction with you is memorable. For instance, why not offer a drink and
somewhere to sit while you chat with them?
Simple courtesies like these can go a very long way indeed.
You can
also run branded competitions to add an injection of fun, which also gives you
a great excuse to take visitors’ details and follow up later on!
You may
well have grasped by now that the possibilities for visitor attraction and
engagement at trade events are almost endless.
If you find yourself stuck or confused about which would work best for
your business, then why not make good use of our experience? Simply get in contact for our friendly and expert
team to help you relieve any exhibition-related exhaustion!
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