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In a recent Exhibitor Insight report, data shows that 46% of exhibitors believe attendee quality is higher now than in pre-covid times, making it more effective than ever to embrace a dedicated exhibition strategy.
One of the most important considerations when gearing up for an exhibition is your attraction strategy. How are you going to encourage visitors to your stand, which is ultimately the name of the game? From your pre-event mailings to on-site presence, here are our top tricks of the trade to make sure your exhibition stand is the one everyone is heading towards.
#1 An Exhibition Stand With Purpose…
It all starts with the first impression, so invest time in exploring how you can best utilise the space you have booked. Your exhibition space should create an experience for those who visit it and one that will stay with them long beyond the actual event. As well as investing in the right exhibition stand elements, think about aspects such as lighting, music, technology and furniture to help complete your brand expression.
#2 Stand Attractions…
Your exhibition stand is more than just the physical elements that come together as part of the build. It’s the tech you have on your stand, the physical marketing literature that people can take away and even the opportunity to experience a product or tactile display. From branded VR experiences to product launches, virtual exploring to guest speakers, there are lots of ways to entice people to your stand in a way that is both immersive and memorable.
#3 Refreshments…
Nothing speaks the language of a weary exhibition delegate than good coffee or offer of a chocolate treat. Indulge your stand visitors with a healthy snack or keep the energy levels up with coffee or freshly made smoothies; there are a vast array of stand refreshments that you can offer that will keep the visitors coming hour after hour. Even better, you can show your commitment to being a sustainable exhibitor by using recycled cups or partnering with a local food bank to pass on any unused refreshments at the end of the day.
#4 Unique Giveaways…
Offering something for free has always been a sure-fire way to attract people to an exhibition stand, but savvy exhibitors know that today, you have to work a little bit harder to make sure it’s the right kind of giveaway. Visitors are looking for something meaningful that they can use in their daily lives rather than something single use or plastic based, so this is a great way to think creatively about how to make your brand memorable long after an event has finished.
#5 Pre-Event Promotional Campaigns…
Make sure your network knows you’re attending an exhibition by telling them. Whether you use social platforms like Instagram or Facebook, levering your professional contacts over LinkedIn or creating a direct email campaign, make sure those you want to connect with are aware of the exhibition and what they’ll gain from attending. Make it engaging; you can offer sneak previews of what to expect, behind the scenes footage of your preparations or even discounts to be used on the day. You can also use relevant event hashtags to make sure you’re part of the buzz on social media, whilst also generating anticipation and curiosity about your presence.
#6 Bring The Right Team…
The team you have on your stand on the day can make a real difference in drawing people to your stand and importantly, holding their attention to keep them. Ensure your stand team understand why you’re exhibiting and have the right level of knowledge about any products or services you are promoting. They need to be approachable and friendly, able to actively engage with visitors, answer questions and offer solutions to build trust and credibility. Remember, people buy people first.
#7 Stand Out By Bringing Something New…
Enhance your position as an industry leader by introducing a new conversation as part of your exhibition presence. Present new insights, share data points from an industry report or address some of the biggest challenges your clients are facing as part of a thought leadership presentation. Not only will it capture the imagination of the event delegates, but it’ll stand you apart from the competition.
#8 Network With Your Network…
Exhibitions are a great opportunity to build relationships and create new connections. Creating a relaxed and inviting environment within your stand will encourage delegates to take their time getting to know each other, creating valuable partnerships and potential future collaborations.
Put It Into Practise…
How you show up to an exhibition is critical when it comes to maximising your ROI. Make your stand the place everyone wants to be with imaginative and personalised design, immersive experiences and most importantly, a place where delegates can make memories that will last long beyond the close of the event.
If you’d like to explore how you can make the most of your exhibition space through clever stand design and built in the pursuit of more stand visitors, reach out to our team today.
Give us a call on 01270 848 650 or fill in our quick and easy contact form here.
