For over two decades, Sense has been offering massage services at exhibitions and events.
Our services not only attract attendees to virtually any exhibition stand, but also create a comfortable atmosphere for conversation, as delegates are often more than willing to engage with your staff while awaiting their treatment.
Our unique online appointment system enables visitors to schedule their own massage appointments, saving your staff valuable time at the stand and granting you full access to see who has received a treatment.
Here are a few tips to assist you in preparing for your exhibition:
What are the objectives for the exhibition?
Ensure that your exhibition goals align with your core marketing objectives.
Exhibitions are likely just one element of an overall marketing campaign and thus need to ensure that they contribute towards achieving your marketing aims and objectives.
Don't participate in an exhibition without considering the desired end result.
Here are some reasons why companies exhibit:
- High-profile product launches
- Increase product demand
- Educate the target market
- Gather research from the target market
- Communicate a corporate image
How to display your products without cluttering your stand.
In an ideal world, your exhibition stand would only feature a couple of products. However, we know that other pressures often mean this isn't possible.
When you have a relatively small exhibition booth and numerous products to exhibit, there are a few tricks you can use to maximise your space:
- Utilise the back wall of your stand to hang your products, creating an interesting backdrop and freeing up valuable space.
- Incorporate steps into your stand, allowing you to display exhibits on them.
- Put thought into the booth design, using elements such as drawers and stands to mount products.
I'm not happy with my stand's location. Is there anything I can do?
Most organisers operate on a first come, first served basis. To secure the stand you want, you should book it well in advance. However, it's not always that simple. If you've been assigned a less than ideal space and would like a better one, inform the show organisers of your desired booth size and join a waiting list. Exhibitors do drop out of shows, and the vacant space needs to be filled. Ensure you're ready to move stands and act quickly if anyone drops out. Keep in mind that moving stands at short notice can be quite costly. Are the additional costs involved less than the opportunity cost of not moving?
Should I promote my special offers?
It is absolutely essential to communicate any special offers to your audience. Your stand should follow the same principles as any good retail outlet. Place signs outside your stand to inform potential customers of your special offers, and they'll come to see you. Everyone likes the idea of saving money!
I need a private space to talk to potential clients
There are many ways to partition your stand. One excellent method is to use blinds as walls to create intimate meeting rooms. By using blinds to separate your stand, you create the ideal room for informal meetings. They're not soundproof, but they don't have to be.
I want my stand to stand out
For most industries, the aim is to make their stand as prominent as possible.
What do you do if you find your stand looks like most others and there's no apparent reason for this? If you want your stand to break away from this uniformity and are facing opposition, what can you do?
- Audio/Visual displays can add a new dimension to your stand and encourage visitors to stop for a while.
- On-Site Massage from Sense is one of the most cost-effective ways to attract people to your stand, with the added benefit that after treatments, visitors will be more forthcoming with information. For a free quote, click here.
- A game or quiz with a large prize can often attract people to the stand.
How can I get your customers to recommend me?
Testimonials are frequently used by salespeople. They offer a degree of credibility for customers who are understandably hesitant to part with their money. Place relevant testimonials next to your exhibits and let your customers do the selling for you.
How can I make my invitations as inviting as possible?
If you have an expert in calligraphy working in your office – fantastic!
If you don't, why not use your computer to make it appear that your invitations have been addressed by hand? If you use a script-style font and edit your macros accordingly, the results can be very impressive.
Four ways to bring your product portfolio to the show
It might not be physically possible to bring every product you produce to the show, which can cause concerns that potential customers will think that what is on display is all that you offer. Here are some ideas on how to show your stand visitors that you offer much more than what is on display:
- Video can be a tremendous tool. Why not film your products in action and have it playing at the back of your stand?
- Create models of your products. If you have a large product you'd like to display, a scaled version can get the message across without the hassle of getting a ten-tonne piece of machinery into an exhibition hall.
- If you don't want to bring heaps of product literature to the show, consider getting a few thousand show-specific business cards produced. List all the details on how to obtain further information, making it clear where interested parties can go if they want to receive more information.
- It may be possible to put a presentation onto a CD or even a USB stick. Alternatively, consider getting an internet feed. Then all you'll need is a computer to let your visitors browse through what's on offer.
Is literature on the product a good or bad thing?
You might think that literature about the products you're promoting would always be a positive selling tool. However, this isn't necessarily the case. By placing your brochures outside your booth, you're inviting potential clients to take one instead of coming to speak to you.
If you've ever seen the aftermath of an exhibition, you're probably aware that a high percentage of this literature ends up in bins or on the floor.
So, what's the solution? Be clever. If you need to use brochures, stack them inside the booth or have someone hand them out to people who leave the booth. Why not use the web? By creating a website instead of brochures, all you have to hand out is a card with the web addresses on. People are much less likely to throw away a business card than a weighty brochure.
The best way to promote your stand at the exhibition
You've got the stand you want, and you're happy with the product range. Now all you need to do is get people to the show.
All venues will have significant advertising opportunities available; this is an almost guaranteed way to get visitors to your stand. However, there are a few simple advertising principles that need to be followed - clarity equals more visits.
Advertisements that aren't immediately clear may work well in certain situations, but the hustle and bustle of an exhibition venue might not be the place. State your message, say where you are, and people will visit.
Use the web
The internet is a low-cost marketing tool that, if used correctly, can reach thousands. If your company has a website, make sure you communicate the fact that you're exhibiting at an exhibition through the site. State where you are and invite visitors to speak to you.
The show itself will likely have a website or social media page, so try to get your details on there if possible.
The venue itself is vital. Many venue sites now offer space on their sites if you ask – so ask!
A whole new industry in virtual exhibitions has grown in recent years. If the show has a virtual counterpart running alongside it, ensure you're present (many people who register for trade shows never actually attend. This is the perfect way of communicating with them.)
Ensure all potential leads are followed up
It sounds like a simple enough concept, but you'd be amazed at the number of leads that are never followed up. Some sources put the figure as high as 80 per cent, making you wonder why some companies even bother to exhibit.
All good stand managers will ensure that as part of the preparation for the show, a follow-up plan has been decided upon.
Getting the attention of the media
Make sure everyone working on your stand targets people with press badges. Greet them positively and ensure that a demonstration is always available there and then. If you ask them to schedule an appointment, it is quite likely they will never return.
Have your key staff available at all times; make sure they have their mobile phones switched on permanently.
Get your name known
As with any retail environment, many products and services are purchased simply because of the customer's awareness of the brand.
Exhibitions are no different. Make sure your name is clear on your stand and get your brand everywhere, including brochures, advertisements, give-aways, mailers, and hotel door drops.
Make them go where you want them to go.
You want your salespeople to greet potential customers as quickly as possible. To predict how attendees of an exhibition will flow onto your stand can be tricky if it is open from all directions. By constructing your stand in such a way that there is only one entrance and one exit, you create a predictable traffic flow. Then all stand visitors can be greeted and thanked for visiting.
Keep an eye on the competition
It is important to make sure you know what the competition is up to. During the show, many spies are sent out on fact-finding missions. It is the best time to do this – most of the competition being under the same roof.
However, sometimes not all of the industry's leading companies are at the exhibition, and it is important to find out why they are not attending. Maybe absent firms are suffering financial problems, and that may present an opportunity. Maybe they have deliberately decided to avoid this particular exhibition. If so, why?
Designing your stand
Ensure that your stand has been designed so that your products are visible from a distance.
Make it easy for a customer to browse without feeling pressured by salesmen or the sort of claustrophobic feeling an enclosed stand may give. You then give customers a chance to assess your products and gain advice from your sales team later when the interest has been captured.
Make sure you use certified electricians
Ensure that competent electricians who adhere to the 'Exhibition Venues Association - Regulations For Stand Electrical Installations', undertake all exhibition wiring on stands.
15 Important Security tips for Exhibitors
- Do not leave cash, handbags, valuables, etc., in unlocked drawers or cupboards on exhibits in the hall.
- Do not ask your neighbour to keep an eye on your stand. If they get busy, you could be the loser.
- Do not leave your exhibit at night before visitors are clear of the show.
- Check all lockable units before leaving the stand.
- Report anything of a suspicious nature immediately to security by telephoning the security officer or the organiser.
- The lunch period, from 12:00 – 14:00 hours, requires particular attention.
- Any exhibitor with small valuables they wish to leave on their stand should provide themselves with lockable cabinets or other safe storage.
- Be mindful of the risk of theft during set-up and breakdown periods, as security may not be as tight during these times.
- Consider investing in a security system for your stand, such as surveillance cameras or alarms.
- Always keep a record of your inventory and valuable equipment, including serial numbers and photographs, in case of theft or loss.
- Train your stand staff on proper security measures and make them aware of the importance of vigilance during the exhibition.
- If you have a particularly valuable or sensitive product, consider hiring a professional security guard to watch over your stand during the exhibition.
- Make use of the exhibition's security services and ensure you are familiar with the emergency procedures and contact information for the venue.
- In case of any incidents or concerns, maintain open communication with the exhibition organisers and venue security personnel.
- After the exhibition, evaluate the effectiveness of your security measures and make necessary improvements for future events.
By taking these precautions and implementing effective security measures, you can protect your investment and ensure a successful exhibition experience. Remember, the safety of your products, staff, and visitors is paramount, and a secure exhibition stand will contribute to a positive impression of your brand and overall event success.