Do you believe that your company; your stand; the whatever it is that your company does is just too good for visitors to miss when you exhibit?
Maybe, you’re not quite that excited yet, or you haven’t thought about exhibiting this way before. Possibly, you don’t believe this to be the case?
Well, if you are the project leader for an upcoming show, you do need to inspire confidence in the people who will be working the show with you. You have to demonstrate leadership.
If the first paragraph was true, how energised would you feel when preparing for the show?
Would you be excited about the opportunity? Could you convince that most sceptical group of people; your sales team?
And if you do feel that way and you can convey that excitement, no, you are not delusional. You are well on the way to a successful show and probably to a great career.
Not just wishful or optimistic thinking
Stay with me on this. Why could this aspect of exhibiting be so important?
This sort of mindset framing will help you find the marketing messages that will attract visitors when you exhibit. Signals that others may miss. It forces you to think about the things that visitors could or should be excited about concerning your product or service.
But what if your product is “boring”
This way of thinking is particularly important for companies that promote so-called “boring” widget type products or services. Sales staff in these situations will say, “You can’t get excited about this, it’s just a standard, run of the mill blah, blah. That’s the problem we have whenever we exhibit.”
You, as the show specialist, must beg to differ. The world runs on widgets of all descriptions, and many businesses need those so easily dismissed services. Get excited and scare your colleagues. Let them know they are going to be busy at the next show. Here’s why and how.
1. You have identified all of the big benefits associated with your product and they are going to be shouted-out from your stand
Instead of focusing on the mechanics of your product or service, the so- called, boring bit, which sadly is what many new exhibitors do, you have identified all of the benefits deliverable to clients.
It is these benefits and the way that they make life easier and more efficient for users that are to be promoted heavily in advance of the show; at the show and after.
All the ways that your product saves time; reduces costs, is easy to use; can be paid for monthly, delivers access to hundreds of skilled engineers or accountants …
These are the things that are going to make your stand and your company, too good to miss when visitors attend the show.
2. You’ve invested in new display kit
To ensure those benefits get noticed, you have invested in new graphics or hired digital screens or both.
This investment and refresh of your existing display will make your stand more visible and more attractive to people most suited to what you have to offer. That’s good news for your salespeople.
2a. You have a reinvigorated sales team
The process of revisiting the real benefits of what you do for customers and the advantages you bring to them can be quite invigorating for a sales team. It acts like a refresher course that highlights that they do indeed have a great product to sell. Even the best salespeople can benefit from this type of exercise. Plus, your thorough preparations will highlight that each salesperson, personally, has an excellent opportunity to make sales from this event. They can see this even more clearly when you tell them the next part of your plan.
3. You’re alerting clients past and present
Inviting clients past and present to visit your stand at the show is an excellent way to attract stand visitors. The first invitations will be sent three months out from the event, and there will be further follow-ups after that. Your sales team are a crucial part of the process when it comes to getting their clients, including past ones to the show. To recognise this, you are offering a meaningful prize for the salesperson who successfully attracts more clients than anyone else.
4. You are alerting prospective clients pre-show
Generating new business and winning new clients is a top priority for most exhibitors. That’s why you have devised a pre-show marketing campaign that invites the people on your prospect list to visit your stand at the show. When they visit, they will learn how your widgets or services make their life easier and more profitable. And you are making that offer and stand visit sound not just compelling, but something not to be missed.
4a. Why visitors won’t want to miss your stand
There’s the opportunity to learn from experts about savings and efficiencies. There are show-related offers that can only be obtained by coming to the stand.
There’s a fun, on-stand competition with decent and useful prizes for winners—tea and coffee when visitors need a break. And there’s a great promotional product to collect.
Your Chief Executive is one of the speakers in the seminar programme. There’s a great line-up of speakers on this hot topic. If your recipients respond quickly, you can get them into the session as a VIP guest.
5. You’ve arranged a pre-show briefing session to go over show arrangements with the sales team
To finally convince the sales team and to ensure that every member is fully prepared or “on-message” as they say across the pond, you are holding a briefing meeting in advance of the show. All participating sales and stand staff must attend. This show is too important to skimp on details or preparation, which will include a full orientation with products, stand and venue.
6. Why you’re excited about the opportunity and why the sales team will be too
Your core message is exciting. “We are going to generate many leads, and we are going to make many sales from this event. And you are all going to be busy because our stand and what we have to offer is just too good to miss.”
Why are you so sure? Because you’ve been thorough. You’ve made preparations to ensure that this is the case. You and they both now know why your stand is just too good to miss. Now, all you have to do is make it so.
What’s the key to highly successful exhibiting?
Attracting stand visitors: 12 ways to engineer greater visitor engagement
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