Exhibitions pose a great opportunity for business owners, large and small, to establish themselves as reputable names in their field. So, if you’re running a business, it’s about time that you consider attending one. But exhibiting requires a lot more time, thought, effort, and investment than simply turning up and hoping that consumers take notice. Here are a few tips and tricks that can help you to master exhibitions and make the most of your venture!
Choose Your Exhibitions Wisely
There’s no point in attending every exhibition that revolves around your business’ field or specialism. In fact, it would be nigh on impossible to do this at the same time as actually running your business. It’s important to choose your exhibitions wisely. You should conduct a little research on each. Find out what kind of audience the exhibition draws in. Are they your target demographic? Consider how long the show is. Can you afford to spend this amount of time away from other areas of your business plan. Choosing the right exhibition can prove extremely profitable, while attending the wrong one could prove costly. So, make your decisions wisely.
Secure the Best Spot
If you decide to attend an exhibition, you are going to have to rent a space where you can exhibit. This will generally be some sort of stall. But don’t just go with any old spot. Secure the best space possible. Different areas of different venues generate different amounts of footfall. You want to secure a spot that sees plenty of people pass by for the sake of exposure, but you also don’t want an area that gets overly crowded, as people are likely to want to move out of the way and won’t want to hold a conversation or make a purchase in a space where people are constantly in their way or pushing past them.
Determine Your Area of Focus
Before you head to the exhibition, you need to determine your area of focus. What do you want to achieve by exhibiting? Do you want to raise brand awareness, exposing your brand to customers and familiarising them with what you can offer? Do you want to make sales and generate money while you are there? Do you want to collect customer data in order to be able to keep in touch in the future? It’s difficult to do all of these things at once – at least, to do these things all at once effectively. By determining an area of focus, you can ensure that you prepare properly, tick all of your boxes, and leave the show happy that you have achieved what you wanted to do.
Stand Out From the Crowd
Some preparation is going to have to be put in before turning up. Remember that you are quite literally going to be surrounded by competitors at the exhibition. Other individuals with relatively similar businesses or who are selling relatively similar products are almost bound to turn up and you’re going to need to stand out from the crowd in order to draw customers to you. You can achieve this by making your space as appealing as possible. Generally, when you turn up at an exhibition, you will have a blank space to work with. You could set up branded Marquees, banners, or roll down poster boards that can help you to stand out, give people an idea of what you are selling, and encourage customers to remember your brand name.
Sample or Demonstrate Your Products
Exhibitions provide you with the perfect opportunity to show potential customers exactly what your business is about. If you have products that can be sampled, this is the perfect environment to sample them in. People will be able to get a taste of what you have to offer and may make immediate purchases or come back to you at a later date. If your products can’t be sampled, you may want to demonstrate them. Giving customers an idea and example of how your products work can make the difference between them walking away and them actually purchasing your product. Exhibitions are a prime opportunity to show off what your business has to offer!
Hire Sales or Promotional Staff
You may be tempted to head to an exhibition alone. But you should seriously consider hiring sales or promotional staff to help you out. Not only will they be able to help to monitor the stand, prevent stock being taken while your back is turned, and generally keep you company, but they can also convey brand messages, educate people on your company and what it provides, and carry out sampling or demonstrations. They could even help to process sales, collect data, distribute promotional material, and draw people in to the stand.
These are just a few steps that you can take to truly master exhibitions as a small business owner. Incorporate a few of these techniques into your next exhibition and things should go swimmingly!
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