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How to leverage exhibitions to grow your business
Exhibiting is a fantastic way to grow a business. It has one of the highest ROIs as compared to both offline and online marketing techniques. It puts your business shoulder-to-shoulder with your biggest rivals and increases brand awareness. The benefits of exhibiting can be huge, but they can only be huge if you plan them the right way. Here are few ways to leverage.
Choose the right show
Half the battle with getting it right when it comes to exhibiting is to choose the right show for your business. Not every show will suit your brand or your ambitions. If you want to keep your business local, then your exhibition should also be local. You should also look for shows where your prospective customers would be, as a show that is too generic may give you an equally diluted ROI.
Choose the right displays
Once you know the size of stand you have, you’ll need to think about the sort of displays you’ll need. The trick to getting it right is to choose displays that match what you want to customers to experience while they’re on your stand. If you want them to come on stand, take a seat and talk to you about their needs, then the chances are you’ll want to choose stands that take up little floor space. If you need to take leads, then you’ll need somewhere to write down notes – such as a counter.
Displays come in all sorts of shapes and sizes, so take a look at suppliers such as www.marlerhaley.co.uk to find a solution that will work for you.
Choose the right design
Once you know what displays you’ll need, the next thing you need to think about is how you’re going to grab attention by using them.
It’s best to use your logo in the upper third of any display so that it can be seen above people’s heads. Use contrasting colours to grab attention. For example, just using pastel colours can look weak and won’t provide focus to the eye.
It can be tempting to use the brightest colours you can think of, but it’s important to stay true to your brand and your own colour palate. Using different colours can confuse your brand and alienate your customers.
Plan your day
It’s important to create a rota for the day and to set expectations of your staff before the event. This can help to provide focus as well as team spirit to make sure everybody is working toward the same aim and that they feel knowledgeable about your products or services.
Make sure that everybody wears clothes that match your brand – whether that’s a branded polo shirt or suits following your brand colour scheme, think about what your business looks like when face-to-face.
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If you can plan your event to the tee before it begins, then it’ll stand you in the best stead to have a successful exhibition.
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Any facts, figures or references stated here are made by the author & don't reflect the endorsement of iU at all times unless otherwise drafted by official staff at iU. This article was first published here on 12th December 2016.
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