Trade shows and fairs are a fantastic way to promote your business and your brand. In many ways, it is a cost-effective way of marketing your product. However, in order to do this successfully, you have to make sure your exhibition stand draws the attention of the right visitors. If you are wondering how to do this in an effective way, here’s how to organize an exhibition stand that attracts potential clients.
Draw attention visually
You will be surrounded by other stands that will do anything to fight for the attention of potential clients. It’s hard to engage visitors in a world filled with distractions. People are mostly visual creatures, and it’s easy to anchor their attention if you have a good visual design on your side. Try to utilize bold colors and unique contrasts to stand out.
However, this is not an exact science – there are certain rules of visual design that work well, but it also really depends on the type of company you are running and the kind of services you offer to your clients.
Sound is your ally
Along with the visuals that can help draw attention, you can set up a reasonable number of speakers at your stand. There are several options from here.
On the one hand, you can play music that will reflect the agenda and nature of your product – from classical rock to more popular contemporary tunes, everything is fair game as far as it aligns with what you’re trying to promote. Familiar beats are bound to draw in potential clients.
On the other hand, you can record a custom-made, specific audio that combines voice and background music to create an appropriate representation of your product and your company. If you decide to go with this option, you should make it the appropriate length and put it on a loop.
Rules of engagement
Once you’ve attracted potential clients to your stand, you have a small-time window to engage them. This is a crucial moment when you’ll “make it or break it” and it’s pivotal to use it to the fullest. First of all, you need to handpick and organize the most engaging members of the staff and put them “on the front line”.
This can make all the difference, as clients are more likely to stay and chat with extroverted, eloquent employees that will promote your brand. In addition to the sound presentation, you can also set up a video projection that will engage the visitors.
Just make sure the video presents your product or service in the flashiest and most enticing way imaginable – since it is meant to grab the attention in its first second, it has to be more like a music video than a dry presentation.
The comfort factor
When it comes to engaging clients and holding their attention, the comfort factor is another trick up your sleeve you can utilize effectively. This means you should have a place where your customers can sit and listen to your presenters.
A bowl of treats, which could range from peanuts to gummy bears and chocolate or all of the options, should be placed somewhere visible, preferably on the desk in front of the chairs reserved for potential clients. No matter how long the presentation is, offering coffee or tea will keep the client at your stand even longer. It sounds banal, but it works.
Additionally, if the stand is outside, you can draw potential clients in by equipping it with a structure that protects from inclement weather condition as sun and rain. To this end, using a marquee imposes itself as an ideal solutions – it is affordable, durable and can be custom branded. As contemporary marquees come in a variety of options, you can check out those offered by Sydney Shade to get a clearer picture.
Organizing and setting up an engaging exhibition stand takes a lot of time and careful thought. It’s not a particularly big investment in the grand scheme of things but it requires some financial expenditure in order to attract potential clients effectively. However, if done right, it can pay off in the long run.