A few tips for the perfect trade show stand!

Despite the advent of social networking and Internet-based prospecting tools, setting up a booth at a trade show can be a very good investment for finding prospects. Many companies choose to set up booths at trade shows and events, but setting up a booth isn’t something you can improvise, especially if you’re going to a trade show with specific objectives in mind. Participating in a trade show takes planning, and preparation is divided into several phases. These shows have the advantage of bringing companies together with potential customers who come because they’re interested. It’s an excellent way of obtaining what are known in marketing as « qualified leads ». The company’s image, and therefore its stand, must be perfect so that the exhibition public pays attention to your expertise. Here are 10 tips for organizing the perfect stand at a trade show.

The aim of the show

Organizing your stand and communicating your presence at an event depends on your objectives. While we often talk about sales objectives, they may not be limited to that. Some companies set up a stand in order to make contact with prospects and build customer loyalty, but it’s also a good way to position yourself and see where your competitors stand…

1: Stand location

This is the first strategic choice. A well-placed stand will attract many prospects! Most of the time, it’s a good idea to position your stand in the main aisles, or in a corner location. These are often the most expensive spaces, and for good reason! This is where the trade show public will be concentrated, so they’ll naturally be drawn to your stand.

2: Draw the eye to your stand

A brightly-colored stand with atypical furnishings will draw prospective customers’ attention to your company. It’s very important to be visible from afar! If you feel that your contact phase with the public requires time, remember to provide seating areas. Visitors need to be able to understand what your company does without having to stop.

3: Recruit hosts and hostesses

Having a host or hostess on your stand makes for better organization. They will take care of informing customers during busy periods and redirecting them to you only if they are qualified contacts. Depending on the product, having an animator give a demonstration is a very good investment. Don’t forget to equip them withstreet marketing accessories.

4: Making contact

Smiles should be the watchwords of the trade show team. It makes contact much easier! Use flyers and visual elements to captivate visitors!

5: Set up offers

Visiting a trade show is often accompanied by the introduction of professional offers available only at the event. These offers make it easier to convert during the show. Some companies also set up promotional codes, which help to bring customers back to you quickly.

6: Animation

Depending on the customers you’re targeting, organizing activities on the stand can be a good idea: a game for the kids, product demonstrations… Original ideas will always attract people, which is very important at a trade show.

7 : The snack

A small bowl of sweets stamped with your company logo, a bottle of water with your image on it… These are details that can help you stand out from the crowd! Talking with a little sweet or a glass of water will help you capture the customer’s attention.

8: Know-how

Your experts need to demonstrate their know-how. This is essential if customers are to feel confident, especially at trade shows where competition is fierce. A well-rehearsed speech and a smooth demonstration are the ingredients of a good sale!

9: Communication

Announce your presence on social networks! A little teasing of offers or new products will encourage the public to attend. And communication should continue once you’re there, with photos of your products or discussions with customers!

10: Goodies

The little plus: goodies! Products bearing your company’s image for your customers or potential customers are a great way of remembering them in the days following the show! Try to come up with an original idea , as all stands will have small goodies… Another good way to stand out from the crowd.