6. What really matters when it comes to stand location, layout and design?
Traffic is the most important factor. But while you want your stand to be in a position where plenty of people see it, they also need to be able to slow down or stop and look properly. You can attract attention by providing good visual interest on the stand - such as well-designed graphics or moving displays, or even a digital loop presentation. Never assume visitors passing your stand know what you produce - spell it out with big words and pictures.
It is possible to design a stand yourself using hired-in components such as chairs and display cases. There are a few money saving tips such as borrowing the company sign from reception, chairs from the meeting room and product photographs from the boardroom. But do be careful not to look homemade or cheap.
Alternatively, if you want to look good without the hassle, use a specialist exhibition stand designer.
7. How many people are needed on a stand?
The number of people needed depends entirely on the size of your stand but even a small unit should have at least two people on hand - even if only one is on duty at a time. The appropriate people are those who know about the product, who look presentable and, most importantly, who can interact well with stand visitors. Make sure that those who 'man' the stand are readily identifiable to visitors.
8. What is the key advice for successful exhibiting?
To improve your use of exhibitions:
Promote your stand in advance, for example by promoting your presence at the event on your website, emailing existing customers inviting them to visit you on your stand and via any social media channels you use. Some exhibitions provide free invites that should be mailed to key clients.
Make the stand fun; look busy and interesting.
Put something arresting or unusual on the stand to make people stop, preferably with some connection to the stand.
Rotate the staff to keep them fresh and alert.
Be attentive and friendly but don't pounce on visitors or place yourself in the entry point to the stand. Be on hand but behave like wallpaper until needed.
Mark new products 'NEW'.
Put 'sold' stickers on some of them, even if they haven't been. People like to buy from successful companies and it depresses the opposition.
Address visitors by reading their name tags.
Follow up promptly on any enquiries.
After the event finishes, but while things are still fresh in mind, hold a debrief meeting with your staff and set new targets and plans for the next event.
Avoid common pitfalls:
Not making it apparent what it is your business does.
Providing obstacles to entry onto the stand: steps up, balustrades, psychological barriers.
Amateur graphics (hand-written).
Forbidding looking staff.
Bored, tired staff more interested in colleagues than greeting visitors.
Untidy stands.
Putting the new product at the back rather than the front of the stand.
No name tags or common dress code.
Failure to identify the visitor early in the meeting.
9. How can I capture potential customers' contact details?
Many exhibitions provide technology to help you capture visitor details. This could include the use of barcode readers that can obtain a visitor's contact details from their name badge or QR codes that allow exhibitors and visitors to obtain lists of contacts they have met during an event. If your choosen exhibition does not employ technology, you should, at the very least, get the visitor's business card and make a record of what their query was and what action is required. Follow-up should be done within days, preferably by phone, thanking them for attending the show and trying to close a sale.
