Attending a trade show is also an investment with fees for a stall and the cost of promotional materials. To make the most of this investment and the opportunity a trade show provides you need to not only survive the show but to thrive there.

Be Prepared

The key difference between surviving a trade show and thriving at a trade show is preparation. Flyers, leaflets, pamphlets, guides, brochures, white papers, press releases, banners, stands and displays have to be designed well in advance and ready at least a week before the show.

Ducking out in the middle of the day to print out photocopies doesn’t just look bad it also takes you away from the important work of lead gathering.

Pitch Perfect

Have your sales pitch polished to perfection. The trade show is the most intensive selling environment you will face all year. A constant stream of potential clients will pass you all day long and you need to be able to give each of them the same quality of sales pitch.

Practice in the mirror, practice on friends, practice on colleagues, anyone who will give you two minutes to recite your pitch and fine tune it. Have people quiz you with follow up questions to make sure you have all the important info a client might want, ready to go.

Rest is Best

To get the most out of the limited time you have at a trade show you will need all your strength. This means no early morning, three hour long drives to the exhibition centre then setting up the morning of the show. Get there the day before, set up the day before if you can and be in your hotel bed early.

It might seem like an unnecessary expense of time and money but the extra vitality you will have for bringing in leads will be more than worth it.

Fuel Up

It is going to be a long day. Make sure you can see it through without having to snack at the stand or leave for lunch. A big hearty breakfast should keep you going throughout the day.

Make your Stand Stand Out

You don’t want to be forgotten in the morass of other stands. Think of smart ways you can make your stand different from the rest. Simple things like a prominent colour can make a big difference.

Vibrant colours like pink, orange and yellow can make an impression on clients that have seen nothing but the standard red, white and blue stands all day.

The Final Furlong

The last half of the last day of a trade show is when everyone starts to feel they can slack off. Having been on their feet for days and done more schmoozing more than an automated schmoozing machine, many are happy to go home with the leads they have.

But while everyone else is resting on their laurels you have an opportunity to break from the pack. Have a strategy in place to draw in those weary clients, maybe a refreshment zone in your stall where people can rest for a few minutes and have a coffee or a water. Then, when they are relaxed you can give them the soothing version of your sales pitch.

The post The Ultimate Guide to Surviving and Thriving at a Trade Show appeared first on Upper Case.

However, there is always competition with each vendor vying for prominence among the numerous stalls and exhibitions on display. It can also be an expensive proposition to not only obtain a space but to get the right equipment and spare critical staff from the office.

This means an exhibition stand has to be highly effective. Not only is it critical to have a bright clear display that draws attention while getting across the key selling points of your product or service, your display also needs to be practical.

Here are a few key pointers to keep in mind when putting together an effective exhibition stand for your business:

Make Sure it is Easy to Set Up

If a display can draw attention while also being easy to move and  erect then it not only pays for itself but also saves you time and energy in transporting and setting it up. The simpler a stand is to set up the more time you have to spend on promoting your product. Pop-up displays are lightweight and can provide a high quality display in a matter of minutes.

It is worth doing a practice set-up in the office before the event. If you can be set up and ready to go while everyone else is still putting their stalls together it will make you look more professional and effective.

Clear Concise Messaging

Attendees have limited time at an exhibition or trade show and they want to see as many stalls as possible. Many of the attendees may only give your stand a momentary glance. It is important to try and put across your unique selling proposition so that they can grasp it even if they only give it a moment’s attention.

Pique the Buyer’s Interest

Because attendees have so many different stalls and stands vying for their attention, the ones that stand out are those that stir the buyer’s curiosity. Piquing the buyer’s interest can lead them to ask questions, giving you a chance to actively promote your product.

A display that manages to be concise while also sparking curiosity will result in a very successful exhibition.

Create a Comprehensive Brief for the Designer

The designer laying out your exhibition material will be able to provide you with a distinctive and attractive display but they will never know your business as well as you do. The more detailed a brief you provide the designer, the more effective an exhibition display they can design.

Complement you Exhibition with Promotional Gift Items

Exhibitions and trade shows are the perfect place to employ promotional gift items. Promotional gift items are an effective means of reinforcing your branding. Be sure that company logos and colour schemes for both exhibition displays and promotional gifts are coordinated.

Choose the Right Team

An exhibition stand at a trade show or similar event represents a significant investment of resources. Be strategic in who you bring to the event to optimise this investment. Consider who will be able to bring the most potential customers to your stand, who knows your business the most and who is best able to explain and promote the benefits of your business.

The post Some Simple Tips for Creating a more Effective Exhibition Stand appeared first on Upper Case.