Terrifyingly Triumphant Trade Show Tips: Halloween Special


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As the exhibition venue doors creak to a close and the haze settles over the uninhabited empty space, another trade show ends with the scattered remains of the marketing teams’ hopes and aspirations. There are however some easy steps to avert the grim demise of a trade exhibition. Choosing the correct show for your business can provide fantastic returns on investment, generating new clients, new markets and boosting brand coverage. Identifying key objectives, designing and accessorising your stand, exhibitor behaviour and lead follow-ups all contribute to scarily good results!

Below is our bewitchingly good Halloween guide to winning tradeshow events.

Deadly Investigations
Spending time researching suitable events is paramount to achieving excellent returns. Alternatively choosing the wrong exhibition can be time consuming and bloodcurdlingly expensive. It’s ultimately a balance between the cost of the exhibition and the sales generated. Search Google or explore via social media and forums. If you’re terribly organised then visit a show the year before to see if it’s suitable for your business. You’ll also be able to compare your business with your competitor’s and maybe learn new opportunities. If you’ve had a horror show in the past then it’s important to learn from your beastly mistakes. Be brave, but don’t be headless so guarantee you’ve exhausted your options before choosing your show.

Down to the Bare Bones: The Main Objectives:
The writing’s on the headstone if you’re attending a show because it’s a quick fix. You need to consider what it is you are hoping to achieve. Have a clear idea of your objectives so the wizardly magic of your marketing and design team can be harnessed as one.

A Spellbinding Display Stand: First Impressions Count
You’ve targeted a show, you’ve established your objectives and now you need to fill your exhibition space with a frighteningly good backdrop. Display stands are available in two broad categories: custom-build, often single use MDF stands and portable exhibition stands, for multi event applications. The portable display stands are the most cost effective option, accessible as linked popup stands, banner stands or display boards. It’s important that the appropriate time and expense is allocated to graphic and stand design to ensure that your core objectives are successfully transmitted.

The Witch’s Cauldron: Accessorise Galore
The old witch wouldn’t be as effective without her mystical cauldron. Likewise, the exhibitor needs additional props to have a triumphant show. A big exhibition stand lends itself to having lots of accessories such as brochure stands and portable counters. And don’t forget audio visual additions such iPad stands and TV monitors. These all go to help catch people’s attention.

Don’t come as the Grim Reaper: Look Positive
The last thing a potential client wants to see is an unhappy face. Welcome your visitors with a smile and show eagerness for both your own existence and the fact that they’ve approached you with an interest in your business. Ensure that you are completely at ease with your products and services so you can naturally present them.

Spell Check: Follow-Up Time
So has your spell binding actions worked? You’ve put everything into the pot and given it an almighty stir. The exhibition, as far as you can tell has been a success and you have to now sift through hundreds of customer leads. All the previous hard work could however be undone if you fail to contact the prospective customer. Leave it too long and they will have forgotten all about your encounter.

Don’t Be a Scaredy Cat: It is Time to Reflect
Normally the real impact of a show will be known 6-12 months after it has finished. You’ll know precisely by then whether your initial objectives have been achieved. However, feedback can be gained from staff members who attended to the booth. Did they successfully represent the business and what areas could have been improved upon? This will certainly help measure if the event was worthwhile.

Happy Banner-ween everyone and good luck!

Katie Price
For over 14 years I have been a director of RAL Display & Marketing Ltd, a leading UK provider of portable display stands and exhibition equipment including digital popup stands and modular poster boards.


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