We're event organisers. We love what we do, and what we do, we do it well. This week, one of our Fundi's, Dawn Webb, gave us her thoughts about what she sees trending in the exhibition space... here's what she says.
It has been researched and is well-known that B2B exhibitions are an invaluable way to reach new customers, keep track of competitors, network and sustain existing customers. It is the best way to get so many decision-makers in the same place at the same time and allows people to get their message across to the correct audience.
As an exhibitor, how can you ensure that you make the most out of the shows as you possibly can? Taking you straight past the preparation that you will do in the lead up to the show, I want to outline the importance of the 5 Senses and how to use them to attract potential new clients to your stand as well as making you memorable!
Sight: I will start with the obvious!
Your stand needs to be attractive. The visitor’s eyes need to be drawn to your stand over every other stand in the room.
The basics are having posters, banners & pull ups which state your brand colours and logos and key points about the services or products you offer.
The more complex can involve:
- Uniforms/costumes
- The use of AV equipment such as Plasma screens, computers and projectors running presentations, websites etc
- Full stand cover graphics.
- Even items such as branded pens, keyrings and mousemats are very useful to give away. These items are likely to stay in people’s sight for a lot longer than just the event day!
Hearing: Listen Carefully….
Your representatives need to be confident in what they are pitching so that what the visitor hears is appealing to them. The information needs to be clear and concise. The conversation between exhibitor and visitor needs to be just that….remember not to talk your potential clients into a deep sleep!
Ask them questions, find out what they are looking for and tell them how you can help.
Hearing is not all about the pitch, however. Feel free to utilise thing such as videos with sound, use music etc.
It is only human for people to source where the interesting sound is coming from!
Smell: Sniff out the competition…
Who doesn’t love the smell of freshly baked cakes, freshly roasted coffee or something cooking? Or even the smell of freshly cut grass, cleaning products or beauty products?
It is natural behaviour to follow your nose and find the source!
(Please note: This does not include eating your lunch on your stand!!)
This is not something that people usually think about, but can be a very effective measure!
Especially if any food related items are ready to try. Leading me nicely onto….
Taste: Truly Scrumptious….
Who can resist the temptation of a FREE chocolate brownie, cupcake or a glass of smoothie or a taster of wine? By attacking the taste buds of innocent visitors- you are winning them over!
You have got them to your stand- use this to your advantage!
Touch: A Hands on Approach….
Interactivity is hugely important. Is there a better way to prove to your potential clients how great your product is than by actually showing them there and then?
Product demonstrations can be a great way to draw people’s attention. Let them have a play- see first hand how this product or service can help them.
If it is more relevant, bring along samples. For example, if you are a furniture business, bring along some items and materials- use different textures. If you are a carpet company, bring some examples etc etc.
It is natural for a human being to be curious and let ‘small’ things such as the above take over their thoughts for a time period! Personally, if I can smell some cake somewhere- I will not stop until I have found it!
Using the ideas above (and more of your own!) will draw people to your stand. Whether they are looking for your product/service or not- you have got them there! Talk to them, exchange business cards. It may not have been their intention but you will last in their memory longer than many other people they will have spoken to that day. And that is the key- make your brand last, be the first company that they will recall. (Even if it was because you were the stand where they had that yummy cake!)
Dawn Webb is an Event Organiser with JobServe Events. If you want to contact her, please feel free to email organising@jobserveevents.com
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