5 Tips for trade show exhibitors

Whether you’re new to exhibiting at trade shows or you’re a seasoned professional it’s always helpful to gain some new tips. As a company that helps a lot of people exhibit to their best potential here are some things that we’ve picked up on over the years. And it’s not just about updating your shell scheme graphics…

1) Be Organised

Preparing for trade shows can be stressful, especially closer to the time, which is why it is best to plan in advance.  Set clear goals, what do you want to get out of the show? Research the show, who else will be there?  Highlight interesting talks. Find out about the facilities available. Clue up on your display area, what size is it, what kind of shell scheme will there be? Check the Shell Scheme diagram in your exhibitor pack so you can make sure you get the right sized graphics for your stand.   Make a list of things that you need to take, ensure that all of your display and products are packed.  Have you got chargers for any electronic devices? Do you need leaflets or brochures for visitors to your stand? In addition, do you need stands for literature?

2) Let people know

Telling your social media followers and an email campaign beforehand that you’re exhibiting at trade shows can be fantastic self promotion. In your posts and emails, introduce the people who will be on the stand so they are approachable. How about an ad in the show guide?  Add details of the upcoming exhibition to your email signature and your website.  Be sure to tell your customers the stand number so they know where to find you.

3) Be Relevant 

Ensure that your stand is up to date.  We’ve found that simple graphics tend to last longer as they have little information which is subject to change. Don’t have anything on your display that is no longer relevant. Highlight talking points, be interesting and clued up, not just on your own service/product but on competitors and the market. People are more likely to remember a knowledgeable person.

Note people who visit your stand, take a name and email address so that you can follow up with them afterwards.  Or even better, have a fish bowl or post box for visitors to the stand to throw in their business card – offer a prize draw to entice more people to leave a card.

4) Stand Out

You never get a second chance to make a first impression!  Everyone is going to be fighting for exhibition goers attention.  Subtlety doesn’t pay but great design does.  Since no one is going to stand around and read paragraphs of text, make sure your display stands out!

Swag – exhibition attendees love freebies and giveaways, keep it simple but try to aim for something unique with your company logo and contact details! Most importantly, be friendly and enthusiastic.   Smile – say “Hi” to those people who turn and look toward you. Strike up a conversation, be approachable – have a short intro ready.  Be a good listener, don’t interrupt. And finally ….. have fun!

Keep the Social Media activity going at the show.  Share what’s happening on the day and use the hash tag for the event.  Follow and engage with others who are also talking about the event online, this way you are networking online and gaining new prospects even if you don’t actually meet them on the day itself.

5) Follow Up

The event doesn’t end when you pack up and go home – make sure you follow up on all those contacts you made. Follow up quickly, a professional email or phone call the day after the event will help you stand out from other businesses who may take a few days or even weeks to make contact.  Follow up emails should include any announcements made at the show and if you include imagery of your exhibition stand, people will be more likely to remember who you are.

Use the show as a PR and Marketing opportunity, add photos of the event to your website and Social Media

Related articles:

Top Tips to engage visitors 

Exhibition Confidence

Getting the attention you deserve at an Exhibition