There’s been a shift in recent years where exhibitions and trade shows are much more relaxed. Exhibitors are becoming more familiar in how they approach people from the stand. The goal will always be to attract new clients and build on exisisting relationships but, we are seeing more companies adopting this laid back, fun persona to help remove the ick-factor for visitors. Who wants to be sold to these days?! We often get asked how to integrate more fun into a booth.
Here are some ideas for adding fun to your exhibition stand while staying results focused.
We aren’t just talking about decorating your exhibition stand in bright colours or kooky designs to catch the eye. This runs deeper than that and means making sure that the campaign you run has continuity and makes sense across the board.
Make sure that your design links back to your key message and powerfully demonstrates that message in a way that will stick with your audience after they leave. There is scope here to think of new out-of-the-box ways to present your products or services. As a basic example, your products might be all-natural, so you use earthy tones and greenery to dress your display and emphasise this point.
Make it fun for visitors to learn about your product and give them an experience they will enjoy. (But only if it relates directly to your product otherwise we honestly believe it’s a waste of your time and money.)
You want your visitors to “get it” and know what you stand for, why they should talk to you, and remember you when they leave. The best way to do this is to pick a point of difference or benefit and really get behind it.
We’ve all seen branded pens and keyrings from events, shoved into your hands by eager salespeople, destined to forever live in the depths of your office desk drawer. We can do better than that can’t we?! If you must give people branded items, go for longevity. Something that they will actually enjoy using.
A recent client of ours, BOQ Specialist, gave away reusable water bottles that were personalised with the visitors name. This was in line with their campaign about personalised service and was brilliant because attendees had to come back to their exhibition stand a second time to collect their bottle and it was definitely something they would hang onto after the event.
Another company was selling fire retardant building materials and gave away matches that were actually seeds that you could plant. Whatever giveaway you decide on, make sure that you have your logo clearly printed on. If it can’t be traced back to your company after the event. Don’t forget the quality of the item also reflects your brand.
This one can work really well, especially if you can keep it on topic with your brand messaging and product benefits. Remember that conference attendees often don’t have a lot of time between sessions so it’s unlikely that the regular games we’ve all seen, like putt putt etc will leave a lasting impression.
Virtual Reality (VR) and Augmented Reality (AR) have made a splash in recent years, but you don’t have to go down that route to gamify your exhibition stand. There are ways you can showcase your products effectively with a lower investment that will still make learning fun and help and will also create that relaxed and fun atmosphere. When new visitors see a crowd of people hovering around your stand having a great time, they will instinctively want to be involved.
Don’t forget the vital part of any exhibition… Your team! The most striking or innovative exhibition stand will not engage visitors if the human factor aspect is missing.
Who you choose to represent your brand will influence the environment of your stand. We would go as far as saying it can make or break your show results. Even a show with what many would consider a miserable turnout, has been known to yield great results because you are in charge of your own destiny and if might be that the important decision makers are the ones walking the aisles.
Our top tip here – Keep it human! What we mean by that is make sure that your team are personable, approachable as well as knowledgeable. Your exhibit is a chance to make eye contact with customers and clients and to start building a relationship. No visitor wants to hear a sales pitch spoken at them. So go on, share a joke. Radiate smiles and enjoy the event yourself. Delegates will naturally warm to this.
If you’re looking for a little bit more help and hand holding to knock your next exhibition out of the park, get in touch we’d really love to help you throw some ideas around. Call us today to find out more 🙂
Yours in Exhibiting,