| |
Secrets To Creating a Winning
Exhibit
|
A company’s show exhibit is a marketing opportunity – the
chance to make a great first impression on buyers and convince
them to come to your booth. It is also a vital part of an effective
and integrated marketing effort. Since the chance to
grab a potential customer's attention
passes quickly for an exhibitor (about three seconds is all
you get), the right booth design is critical. In addition,
an exhibitor’s
return on investment is dependent upon the booth’s effectiveness!
Exhibits can be utilized to introduce new products, introduce
or reinforce a brand, or generate market recognition of an
already established product or service. Here
are some tips for achieving the perfect blend of design and
effectiveness to get the most out of your
exhibit:
Have a professional looking sign with your company's name
on it to make your booth look reputable.
Design your booth so it looks professional. Keep it neat,
organized and without boxes out in the open.
Make your booth easy for visitors to navigate without
feeling crowded, and remove any barriers between yourself and
your audience.
Don't eat in your booth where customers can see you. Never
have food on a display table, or where an attendee can see
or smell it.
Take advantage of the long term benefits of doing the show
by having business cards and brochures readily available so
customers may contact you after the show.
Don't sit in your booth.
Always look interested
in talking to visitors and answering their questions. In
other words, do sales.
Keep the message simple so as not to overload visitors with
information.
Use
signs and graphics to focus attendees attention on
your message.
Use product demonstrations for visitor memorability. Be sure
they tie in with your product's message.
Address the needs of the target audience.
Consider offering giveaways or promotional products to
convey your message in a way that ties in with the exhibit’s
theme.
Think integrated marketing; brand your exhibit through your
promotional activities.
Display your guarantee policy to give the consumer the confidence
to purchase from you.
Display your products in a marketable manner.
Help the attendee feel that you are more interested in a
long term relationship than just a quick sale.
Put one of each product on your display so attendees can
focus on what you are selling and not be overwhelmed by clutter.
If you implement these suggestions you are sure to have a
more successful and profitable exhibit in the show. |
|
