First-time exhibiting can be a very fascinating exercise, but at the same time, it may pose numerous challenges. With other numerous companies eager to attract the attention of the attendees, choosing your modular stand as the place to stop by is not an easy task. It is crucial to get the most out of the exhibition; this is why a stand’s appearance and structure should draw attention and encourage meetings.
Below, you will find some general recommendations that can turn your plain standard model of a modular stand into a networking center when attending your first show.
Leverage Lead Capture Tools
This must not end the hard work spent introducing and networking with the hot leads on your stand. Ensure that lead capture technology is in place to capture details from prospects with considerable interest in your product. Scanner badges, lead retrieval applications, business card bowls, and boxes enable further conversation beyond the event.
Make the following numbers of quality leads attainable and utilize capturing instruments to achieve networking objectives. These leads accumulated are the sales that can potentially happen in the future; therefore, the leads accumulated equal future revenue opportunities.
Although stand elements such as large logos can draw the attention of visitors, hospitality is what speaks to their needs and makes them into leads. An additional way in which meeting such practical needs assist in the development of the interpersonal relationships that are required for future partnership is as follows:
Choose an Open Layout
Having as many open spaces as possible is preferred to crowding up a stand, as it will give the impression of being more welcoming. Consider the following elements:
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Do Not Occupy The Front Space – Do not put tables or display stands in front of your stand. An open gate holds an open hand towards the attendees or visitors.
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Design Multi-zonal – This means having different sections in your stand for circulation or for discussions taking place.
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Always opt for Clear and Frosted Glass – Glass-topped tables, acrylic stands for brochures and pitchers, and frosted glass partitions lend an ethereal look.
Strategically Position Your Products/Displays
Carefully plan where you place your displays and products within the stand:
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Leading people in – Position primary point of sale displays and demonstration areas towards the front and the sides to capture people’s attention.
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Network Building – Conduct a live product demonstration that leads to the formation of networking opportunities. Properly direct to ensure people get chairs so that they can be comfortable.
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Balance Visibility – Give careful thought to the acoustics; ensure you can see the visitors to make eye contact.
Design for Networking
Maximize your stand’s networking potential with these tips:
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Elevated Bars accompanied by Tall Bar Tables – High bars and tall tables make it possible for people to have a glass of cocktail mingling in the open air.
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Charging Lockers – This is where lockers or shelves are provided with power outlets where visitors can charge their mobile devices and hence get a chance to network.
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Lounge Seating – Soft-forming furniture allows people to sit comfortably for extended periods of time to complete networking interactions.
Engaging Stand Features
Integrate unique stand features to attract attention and encourage networking:
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Central Café Bar – While there is always the possibility of providing food and drink for free, it is advisable to create a Café Bar located in the center of the hall to attract people’s attention.
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Engaging touch surfaces – Use touch screens, virtual or augmented reality, 3D models, or video displays to attract customers’ attention.
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Networking – Identify a location where product demonstrations, training, and workshops occur and take place.
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Photo Booth – A versatile photo booth exists of high interest for the guests to take cheerful photos they can share on social media.
Skilled Staff
Your exhibit staff plays a huge role in attracting and engaging visitors:
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Smile and be Polite – Make sure that all trained staff are friendly and courteous, and always ready to listen.
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Engage Staff – Remind staff they are likely to be visited by people walking into the stand space.
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Qualified Leads – Ensuring lead staffers understand the products being sold to correctly qualify a lead.
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Continuous Coverage – Ensure there are enough staff requirements so that service attendants attend all the stand areas at all times.
Promotional Invites
Use pre-show invites to attract more qualified prospects:
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VIP Visitors – Occasionally, notify only the most special and valued clients and other prospects.
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Promotions – Advertise a limited, special offer with the store as a reason for people to visit.
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Meetings – Advertise opportunities to meet company executives during meet-and-greet sessions.
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Branding – Be sure to display great and large branding on various items such as banners, flags, and signages.
Track Results and Learn
To enhance your stand and strategy over time, you should consider the following metrics before, during and after the exhibition. Collect information about leads and the number of times you have been contacted, the feedback of the visitors, and the business it generates for the sales.
Convey insights to help improve the next show you are putting on. What were the most clicked or tapped sections of the campaigns? It should be considered whether hospitality offerings enhanced visitor duration. Incorporate aspects that would increase future networking as per the learnings derived from the social networking efforts.
One of the common exhibition mistake is offering little to no follow-up plan after attendees spent time networking with them. Therefore, when directing your audience to a website, an upcoming webinar, or a particular sales contact, be sure to have a call for action that will take the interaction to the next level.
Wrapping Up
To turn your simple modular into a sound networking venue, one has to consider certain factors such as stand arrangement, touchpoints and staff. You can make value additions, build good, long-term business relations, and achieve good turnovers during the first trade show if you concentrate all your strategies on attracting and acquiring the right visitors.
Have a friendly and welcoming posture, wait patiently for people to come to you, and publicize your position before the event to get the best results in networking.
