NeosCreative have designed and built countless exhibition stands, all across the world, over the past 20+ years. Here are the key aspects that we focus on to ensure success and a decent ROI.
- Your design brief should be based on one simple question “Why are you exhibiting?” If you have a clear goal that fulfils the “why” in that question then all design, creativity and logistics should be based around meeting that goal. Ignore the physical, such as; reception counter, store room, lighting, meeting room, etc. Ther physical elements should be dictated by the “why”! Even budget should not be a defining factor. For example, if your hypothetical goal was to secure 1 new client who provides a 6 figure profit then budget should not hinder your goal achievement.
- Clearly communicate your USP and direct client benefit. Ensure that your graphic messaging is large and clear, a visitor should be able to resonate and engage with your core benefit from the aisle. The graphics, in fact all stand elements, should encourage a passing visitor to stop and find out more. They should not provide the answer, only stopping power!
- Your stand staff choice will make or break your show success. Make sure your team want to be there, want to engage, have enough knowledge that at the very least, they know someone in your organisation who can help. Be broad minded, maybe its not your sales team, maybe an engineer is the right person. Just make sure that they want to be there, a daft statement? However, we have lost count of the times that stand staff have complained about being at the show.
- Do not forget a robust pre-show marketing campaign. Invite current customers, past customers and potential customers. Do not expect to meet people if you have not invited them. Just consider, if all exhibitors did this simple step then how many visitors would be at the show. Of course, the show organiser will conduct a marketing campaign however, we can guarantee that its not enough. Show specific email signatures a couple of months out is an easy win, go old school and send a printed invite, have the sales team phone around. Everything works and all efforts will be rewarded at the show.
- Measure your success! Point 1 set a clear goal, measure to find out if you achieved that goal. If the show was great, based on clear data, then re-book. Do not go by anecdotal “the show was busy” or “our stand always had visitors on it”, this is not good enough. How many leads collected, how many people engaged with a stand element, how many downloads of your literature? Please do not say that “we can’t measure as our sales cycle is too long” that is no excuse. Your sales cycle will certainly have stages and so fit your show goals around those stages. If you do not meet the goal, know why and do not repeat the same mistakes.
We hope these help and if you would like to know more then get in touch and arrange a chat. Our honesty may be uncomfortable but it delivers results.