How to maximise visibility at an exhibition

All too often when visiting exhibitions, there are scenes of bland stands especially at the back and sides of an exhibition hall where exhibitors are sitting bored behind desks. No one is visiting them, or paying any attention – just quickly walking past. For such companies, participation in an exhibition has not proved successful.

Yet such scenarios can be easily avoided. Even if you can only afford a stand in a quieter part of the exhibition hall, there are ways to get people to come. All it needs is careful preparation beforehand and proactive exhibition staff throughout the event

Choose your unit carefully

Think about the type of visitor traffic that may be passing your stand – a unit towards the back of a hall might actually attract a lot of passing traffic if café facilities are nearby!

Think about the stand décor

Make it stand out. Even adding lots of posters and colour will give some life to any exhibition area. Bring in some props. For example a food stand could bring in sacks, or cases out of which products could spill in an attractive display. Perhaps dressing up in costume if you have a heritage theme, or adding in matching fragrances to catch attention.

Work with organisers

Work with the exhibition organisers on pre-exhibition publicity. Make sure that exhibitor listing information is comprehensive, highlighting anything new or distinctive about your company.

Don’t leave your stand without anyone on it

You cannot operate an exhibition stand on the basis of one or two people. There are going to be times when you will need to be away from the stand, even just to get food & drink, or visit the restrooms. If visitors arrive at the stand, and there is no one there to answer questions – they will simply go aware making it a missed opportunity. Such visitors rarely come back, because they get distracted by other exhibitors.

Promote it

Promote your stand – make it known. Bring in some demonstrators, organise sampling sessions, add some interactive elements that get people to try out a product or service. Consider character costumed mascots – having someone in costume roaming around the hall handing out leaflets, engaging passers by in conversation, perhaps demonstrating some dance moves attracts attention. A guy performing bird songs at the World Travel Market proved very successful in getting people to find out more about the rainforests!

Rent a crowd

Rent a small crowd to suddenly do something different, eye catching – perhaps doing a song and dance routine within a crowded area. Ensure that your brand is prominently displayed for example on costumes or in the action.

Don’t forget the media!

Whatever the exhibition, there is always going to be a large contingent of media people roaming around. These may be journalists, photographers, film crews, researchers, bloggers. Many may be present to specifically seek out certain stands, but they are always looking for the unusual, the different and eye catching, which might provide potential stories immediately or in the future. Put out press packs (and samples wherever possible) in the media area. Make sure that there are special offers available on your stand to encourage them to visit while at the show. Talk nicely to them, remember that their stories could be read by countless thousands of people in the coming months.

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