Show Off! Exhibition tips for success
With Expo West 2023 kicking off this week, I will be watching the fun unfold from afar this year, despite really wanting to be there! Ias thought I would still contribute by sharing some of my expertise as I’ve been running and involved in the conference and exhibition industry for over 20 years now!
Here are my top tips for shining brightly at events - for both exhibitors and visitors!
Exhibitors:
Preparation is key: the old adage is true. Fail to plan, plan to fail! You need a few robust systems to keep you on track for the day. In advance, plan your breaks, your tracking system and your target clients so you can prioritise those conversations and your team know who are the ones to bring to you.
Set objectives: how many leads are you aiming for? What qualifies as a lead? How will the team know that it has been a success?
Set secondary objectives: events are the perfect place to do some competitor analysis and get inspiration for marketing ideas. Be sure to have your teams out on the floor as well as on the stand so they can feel the positioning of your products in the marketplace and see how everyone else is approaching it.
Open your scope: What other needs does your business have right now that you could find solutions for at the show?
Have fun! It’s a long week and emotionally intense but the more fun you have with it, the more you will get out of your investment.
Use hooks to draw people in: if you’re finding people are walking past without engaging, then it may be time to up the ante. Try asking unusual, provocative questions to elicit interest e.g. “When was the last time you went on a picnic?” or “What did you have for breakfast?” or even “Had your coffee yet?”. Try different ones and make a note of the most effective for next time.
Create competition between the team for who can get the most qualified leads with an attractive incentive for the winner - maybe a foot spa?!
Leave the booth and bring your products out to visitors on foot! Bringing samples outside to the seated table areas can be a great way to elicit interest and get feedback or quotes to use in marketing/social media; e.g “Heard at ExpoWest - have you tried Wundereggs yet? Best product I’ve had so far!” (h/t to Hema Reddy)
Socialise! I met Hema at Expo last year where she was hustling her socks off. This year, you can find her and her must-try eggs on booth #N639. Chatting to the people at the bar, in line for coffee or the bathroom can open doors you would never have otherwise discovered!
Find other complimentary exhibitors and do a product swap so you are in 2 places at once and so are they! WIN-WIN!
Visitors:
The Welcome: Walking into a huge, buzzy exhibition hall full of people, food and smells can be quite overwhelming so ease yourself in by only approaching stands whose people give you a big smile.
The Feels: Give positive feedback in every interaction. Don’t like the taste? Compliment their branding. Don’t like the branding? Compliment their energy. Don’t like the product? Congratulate them on the packaging. There is always something nice to say and whilst people want your honest feedback, make sure you weave in some positives to keep them going!
The Freebies: Only take these if you have the ability to buy from them or intend to promote their brand particularly if they are a smaller business.
The Connections: Always take a business card and follow up after the show rather than try to engage in long conversations at their booth (especially if you are a service provider and it’s busy!).
The Energy: What makes events great is an exchange of energy so make an effort to talk to those you encounter - whether exhibitor or attendee, and enjoy the magic of meeting new people. Who knows who you’ll meet, the ideas you’ll exchange or what this will be the beginning of…?!