Exhibitions can often be a hefty expense – especially for SME’s and start-up businesses. This is why it’s crucial that you do everything you can to get the most out of an exhibition, to maximise your return on investment.
Whether you’re a novice or expert exhibitor, there’s always room to improve when it comes to exhibitions. They are always changing and sometimes freshening up on your approach is necessary.
As exhibition specialists, we have put together our top tips and tricks to help you to maximise your ROI as an exhibitor.
Plan, Plan, Plan!
Whether you’ve planned your exhibition months in advance or decided to book last minute, utilising all the time ahead of the exhibition is crucial. Plan your exhibition way ahead so you can be sure that everything will run smoothly on the day. Exhibitions are the place for showcasing your brand to your target audience so ensuring your stand is appealing to visitors is vital. Carefully plan your exhibition stand and make sure it is distinctive and memorable for those all-important potential leads. For help on planning your exhibition stand, read our article on Top Exhibition Kits for Every Budget.
Once you’ve planned which exhibition stand is best suited to your brand and your needs, it’s time to plan your graphics for your stand. To maximise impact and visitor footfall to your stand, it’s important that your graphics clearly display who you are and what you do. After all, it’s your graphics that advertise your stand to visitors and encourage them to come over and learn more about your business. When you’ve spend hundreds if not thousands on your stand space, you don’t want your graphics to let you down and minimise your ROI. Make sure your graphics are enticing, clear and concise to visitors so they can see from a distance who you are. Visitors often attend events with a clear plan of the types of businesses they are wanting to visit, so make sure who you are and what you do can be easily spotted from across the room.
Although it may be tempting to fill your stand with lots of information and marketing material, a cluttered design can often put visitors off. Keep your graphics concise with the aim of intriguing visitors to come over and learn more about your business. Our article on Successful Exhibition Stand Design has some great inspiration for getting your graphics just right.
Seminars and Key-note Speakers?
The majority of exhibitions now have seminars and key-note speakers as an attempt to entice more visitors and increase footfall. These are usually organised by the event organisers and can provide a great opportunity for extra exposure for your business. Prior to the event, find out which seminars are taking place and look out for ones that are related to your business. Contact the organisers and put forward your company for speaking at the seminar. Organisers often want experts in their fields to give their opinions on subject matters visitors are interested in and who better than industry experts who are exhibiting.
If you are chosen as a speaker, this will provide extra exposure to your brand and provides a great platform for encouraging visitors to visit your stand. Maximise your ROI and exploit all the opportunities provided by event organisers.
Save Eating for Lunchtime!
To get the most out of your exhibition, it’s important that your stand is always inviting for potential leads. Don’t eat on your stand, it can look extremely messy and could make that all important lead you came for, feel like they are interrupting your lunch and hinder your chances of them visiting your stand.
Don’t Sit Down or Look Bored!
Visitors often travel long distances to get to an event to find new business contacts. The last thing they want to see is your staff sat down looking bored. If a visitor has put in a lot of effort to attend an event, they expect the same level of effort in return. Unless you’re sat with a visitor having a meeting or a discussion, make sure you are attentive and approachable. If you are sat down, you will have to get up to talk to visitors which may make them feel intrusive or like they have interrupted you – not the perception you want to give to potential leads!
Exhibitions are the ideal place to engage with your potential customers and show them exactly what it is your business can provide for them. Make sure you have plenty of products on show so visitors can engage with them or if you provide a service, perhaps have some live demo’s going on through the day. As an exhibitor, you want to provide visitors with an experience they will remember and want to invest into in order to maximise what you get from the exhibition.
We hope these tips help you in maximising your ROI as an exhibitor. At XL Displays we create, design and build pop up displays, roller banners and exhibition stands that get you results.
Please contact us or call our sales team on 01733 511030 for more information.