We design, manufacture, and install exhibition stands, but we don’t stop there!
Let’s explore the six steps to success, for your next event.
Step 1: Create a visually impactful stand, with recognisable branding and/or product lines at the forefront for instant recognition. 3BDAP design and manufacture exhibition stands for a whole host of show formats. Whether you are looking for a modular exhibition stand or bespoke exhibition stand, for a shell scheme or space only event; we can create something together to bring your brand to life.
Step 2: Know what you want to achieve. That may sound obvious, but it’s surprising how many people exhibit, unsure of what they really want to get out of the show, apart from ‘networking.’ Set a goal. Is it to promote a new product or service to delegates and therefore you are looking for specific visitors? Do you want to promote the company in general and create brand awareness? Are you looking for a surge in appropriate leads for a hungry sales team? Knowing the answers to these questions not only helps you to know what you need to do to achieve these goals, but also navigates you to the best shows for your needs.
Step 3: Get creative with technology and interactive demos. Consider the impact lighting has on encouraging people to your stand. A well-lit product line can increase awareness. Bright lighting promotes visitors to pay more attention and touch products more, than dim lighting.* Have you considered using screens or mobile tablets to engage passing delegates? The use of interactive digital technology at trade shows has boomed in recent years, and it’s no surprise. One great use of tech is to show off your products and encourage visitors to try them. Do you sell package holidays? Transport delegates to your most popular destination via a VR headset. Intrigued? Talk to us about what is possible, that fits with your brand and within your budget.
Step 4: Consider appropriate giveaways. One of the best things you can give away is professionally printed branded marketing collateral. Our sister brand Newnorth Print can handle all printed merchandise for your next event.
If you are looking to give away more than print, then ensure a free gift is relevant to your brand or product line. Something memorable will guarantee you stay in delegates thoughts, rather than giving away the ubiquitous memory stick or keyring that has no relevance to your business and will go into the depths of someone’s desk drawer never to be seen again. Lastly think about positive connotations. Handing out stress balls with your company logo on isn’t the best way for visitors to think of your company in a positive light; as they will see your brand whenever they reach for a destress!
Step 5: Consider who are the best team members to have on your stand. Don’t necessarily involve all your sales staff for the full event. Do you really want all your BDMs at the event and not drumming up other sales and meetings elsewhere? On the flip side of this, you probably also don’t need Bob from accounts on the stand. Pick extroverts who know the brand and product lines and are happy to go out and bring people to the stand. Everyone staying on the stand all day isn’t necessarily going to get you all the fantastic leads you want. Adopt a ‘catch and release’ method for the day, with an outgoing team member wandering the aisles.
Step 6: Invite your customers! Exhibiting at a show is all well and good, but not if you don’t let your clients know. Invite them to join you for the afternoon and buy them some lunch. Shows are a great platform to reconnect with customers in person and promote new services or product lines they may be unaware of.
We hope this has answered some questions you had and whet your appetite for your next event. Need more pointers? Give us a call or drop us an email. We’d love to talk!
Sources: * Areni & Kim, 1994; Summers & Hebert, 2001