The secrets to exhibiting successfully

Your quick guide to four of the big secrets to exhibiting success...

  • Matthew Larcome (B2B Expos UK)
  • Monday 15 June 2015

There aren't many things that you need to do when you exhibit at an event to do it really well. In fact there are just four key elements that all successful exhibitors share in common. None of the secrets are actually secret, but you'll be surprised at how many companies still forget to use these tools to maximise their presence at an exhibition.

The first secret is to have a clean and effective stand design. When it comes to displaying your exhibition space go with the fact that less is more. If you try cramming loads of displays, units, graphics, props and anything else you think of to help create a buzz, you'll end up doing the complete opposite. Visitors are always put off by cluttered stands that look like they belong at a bring-n-buy sale, rather than at a professional business expo.

The second best advice to exhibiting success is to pick two or three things to promote. Again, don't confuse visitors by telling them everything that you do. Choose a few of your products and services that most of the visitors will benefit from and then promote those as much as you can. Tell people you're the best company for web design and you'll attract loads of the right people. Tell everyone that you can provide this, that and that and you'll put them off. Niche yourself and be confident in what you do really well.

Thirdly, you need to have a special offer. Forget having a competition that simply helps you to collect business cards, instead invite people to take up on your exclusive deal that's only available to people at the event. Include a deadline that lasts up to two weeks after the event to give you enough time to follow up with people. It also allows people to think about buying from you, instead of forcing them to make a decision quickly.

Lastly, don't slip up on a lack of follow up. Exhibiting only works if you follow up with people after the event. If you promise someone that you'll email over a proposal, make sure you do. If somebody said they are interested in your service, pick up the phone and arrange a 1-2-1 appointment with them. Remember to connect with them on LinkedIn and follow them on Twitter. This will help keep you in the front of their minds.

You don't always win business directly from exhibiting at events, but it's not just about the people you meet directly at the show. Ask for referrals, because you don't know who they know…

Exhibiting really is a fun and relaxed way to generate sales for your business and if you follow those four secrets you can't go wrong.

If you'd like the chance to put these top tips into practice, contact us today to find out how you can exhibit at our next local business show.

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