Have you ever wondered (and worried) about how your trade show stand will compare to others?
Or, what will your boss think of your company’s public, open-to-all-the-world display?
If you’ve had those feelings, the good news is that you’re not alone.
Many a marketing and sales manager has felt the same way in the weeks running up to an event.
However, when it comes to exhibiting, looks aren’t everything.
Over the years, I’ve seen some hideous stands do great business.
That’s because the teams on those stands performed very well.
They rearranged or removed things to make the stand itself more workable.
Most importantly, they stuck to the game plan made and agreed back at their offices.
They knew what they were there to promote and had opening questions plus their facts and stats at the ready.
More than one or two team leaders had enacted pre-show marketing to alert buyers to their presence.
To borrow a phrase from the esteemed Dan Kennedy, “Never have an empty parking lot in front of your store.”
What works for retail often applies to exhibiting.
A busy stand attracts more people, to it.
An empty stand, with the team members standing idly by, is not visitor attractive (not when a show is busy).
Where is this going?
We work with our clients to create cohesive marketing campaigns.
For campaigns that include events, we work hard to ensure there are always cars in our client’s parking lots.
If that sounds good, email david@theexhibitionagency.com to discuss getting the most from an upcoming event.
Very best,