When at a trade show, the visitors may be busy finding answers to a different set of questions than you – while you may be busy qualifying leads, they are often seen wandering from one booth to another, spending merely 8-10 seconds before they decide to walk past – many are on the lookout for freebies, agreed, but others are just finding a good booth to be at. And how do they ultimately find one? Well, the answer lies within these constants:
Visuals That Attract
WYSIWYG – What You See Is What You Get, right? At least this is what the visitors believe; for them, if your stand looks good, you definitely have something good to offer, and once that’s been established, they’ll come in huge numbers. So, successful exhibition stands to invest in good visuals or graphics, whatever you want to call them. The idea is to stand out and attract the visitors; it really doesn’t matter if it’s a shell scheme or a custom stand, you can make it look good – you don’t necessarily need to break the bank, rather find a designer who can work around your budget and come up with a visually appealing stand.
Unsuccessful stands go overboard with the visuals and often miss out on the need for clarity, while the successful ones don’t. An architectural marvel is a sure shot way of attracting the visitors, but once they are there, they’ll spend only 3-4 seconds to digest the available information. And if within that timeframe, your visuals and/or signs fail to communicate what your business is about, they’ll leave.
Here’s what successful stands do to ensure that the visitors stop to find more:
– They make sure their copy is legible and more importantly, easy to understand. Technical jargon is a big no-no unless it’s an absolute necessity.
– They don’t overkill – 20 characters/5 words max per wall or something along similar lines. A bit too much information is a major put-off.
– They may embrace brevity but clearly communicate what all products and services they have on offer.
Once the visitors decide to stay, even if it’s for a short while, they must be provided with more information so as to pique their interest. While some stands bombard them with information, all thanks to the overzealous sales staff, out there to make a mark, others splash the walls with their entire knowledge bank. None of them succeed. The successful ones get leaflets/flyers printed for the visitors to take home. Some play smart and go digital with the information, providing the visitors with a link or QR code to fetch.
Samples or Discounts
Those who succeed at trade shows and exhibitions know what the visitors want; others do not. Successful stands are often flocked by visitors because they offer free samples. Those who are not able to do so because of the nature of their product(s), go the extra mile and give discounts. Either way, they are in a win-win situation.
No Place for Boredom
If your stand can keep the visitors entertained, it’s a success, if it can’t, it would fall flat – as simple as that. Trade shows can be quite tiring and some stands add to the anguish – with boring presentations and dry demos, they ward off the visitors sooner than expected. The successful ones, on the other hand, keep them entertained with virtual reality, gamification and what not.
Additionally, stands that succeed are manned by friendly staffers, and do not turn a blind eye to the needs of the mobility-impaired visitors; in other words, they are accessible to one and all. Success at trade shows is easy to achieve; some stands get the drift, while some don’t. Which side are you on?