WARNING: EXHIBITION!

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Yes, of course, an exhibition is a potentially powerful tool for promoting your company . But in order not to waste money, you must clearly understand what you want to get as a result and how you will measure the effectiveness of what you get. Exhibit presence requires a lot of money and, if not carefully planned, leaves only disappointment.

If you decide to take a risk, let's talk about the possible goals of your participation in the exhibition. Formulate what you want to achieve: expand your customer base, establish profitable business contacts, or "be seen" in the media. All subsequent preparation for the exhibition should strictly follow this strategy. In parallel with setting the macedonia phone numbers goal, determine what will serve as an indicator of its achievement. This could be, for example, the number of publications in the media, calls from potential clients, collected business cards, and established contacts.

Next, based on the set goal, develop a creative concept. What in your exhibit will outshine your competitors? What will make visitors rush to your exhibit from the opposite end of the hall? Of course, a bright stand! A mobile stand is your main trump card at the exhibition. It should attract attention, arouse interest and a desire to come closer to examine and ask the stand manager a question.

The main components of the mobile stand are:

1) logo – must be located on the stand in at least three places: on the image stand, the central stand, on the stand attendant’s table, on the information stand;

2) a large image picture – attracts attention to the stand and gives an idea of ​​the products and services that cannot be demonstrated directly at the stand;

3) information stand or product showcase – shows and tells about services and products;

4) tables for stand attendants and for negotiations – necessary for working with clients;

5) bright lighting – makes the stand stand out;

6) booklets and stands for them – a good booklet stays with the consumer for a long time, and the stand makes it convenient for the stand assistant to work, helping to distribute advertising materials;

7) staff – 50% of the success of the exhibition depends on properly trained staff.

When determining the general concept for building an exhibition stand, keep in mind that it should:

reflect the company’s individuality, its corporate style, the specifics of its activities and products;
to arouse interest and make an impression;
be convenient for staff to work with and for visitors to view the exhibition.
The same goals should be pursued when designing a stand. The more competently your company's exhibition stand is designed, the more effective the presentation will be. Therefore, the thoughtful equipping of the exhibition equipment with monitors, sound equipment and booklet holders must be complemented by a correctly selected color scheme. And do not forget to use an eye-stopper or an attention "stopper". What is it? An attention "stopper" is any thing, a find that makes a person distracted from everything else, stop and look at your stand. But again, the attention "stopper" should emphasize the general concept of the company's positioning.

Take care of audio-visual effects. Even the most ordinary, but correctly selected music playing at the stand, in the absence of it at competitors, will become your advantage. And an interesting video sequence will definitely gather viewers.

Where is the best place to place a stand? Your choice should be influenced by the type of visitors you expect to receive. For example, if the exhibition is aimed at VIPs, then there is no point in placing the stand where the main flow of people passes. And vice versa, if you want to impress everyone, choose a prominent place for the stand: near the entrance or the main flow of traffic.

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So, your company's stand has been noticed and approached. Then everything depends on the exposition personnel, and first of all, not on the company's employees, but on the promotional personnel who greet visitors outside the stand and accompany them to their destination, and only then the company's sales manager gets involved. That is why you should not hire "cheap labor" in the form of "mute" promoters handing out leaflets, but people who at least have a "trained" smile and voice. However, this is often not enough. After all, as you know, they meet you by your clothes. Therefore, creative solutions that emphasize the innovation and scope of the company's activities in the appearance of employees are always an obvious plus for the image. Here, the flight of fantasy is not limited: from accessories (hats, scarves, etc.) and standard T-shirts and caps with the company logo to the production of individual suits and the use of body art. There is only one mandatory condition: the appearance of the staff must match the concept of your exposition.

You can't do without printed and souvenir products intended for distribution at the exhibition. Having received leaflets from the hands of promoters, visitors, as a rule, immediately forget about them. It's a different matter if your company's souvenir was won in a lottery or the booklet has an autograph of a celebrity who visited your stand. Show that your presentation printing deserves special treatment, and only then will visitors pay attention to its design and content.

And now some information for those who like to put on a big show at their stand. This tactic is good in the following cases: if you want to attract the attention of as many visitors as possible, get media coverage, or outshine your despondent competitors. But if you need contracts, deals, and new business connections, a mass presentation is not the best option. It is unlikely that a potential partner or investor will want to fight their way through a crowd of onlookers to your company's stand attendant or discuss the prospects for cooperation in a noisy environment. Therefore, any special event within the framework of your participation in the exhibition should also be subordinated to the original goal that you want to achieve with your exposition presence.

All of the above must be taken into account when preparing for an exhibition. Today, you can often hear that business expositions are a waste of time and resources. In fact, the degree of effectiveness of your company's participation depends on you. Exhibitions already have everything you need: an interested target audience and journalists, business circles open to dialogue and cooperation. All you need is to be able to use the opportunities that open up. Don't be lazy and think through everything to the last detail, and the results will pleasantly surprise you!

Maria Sorokina, Advertising Agency “BrandPRo”

Guest post provided by BrandPRo. BrandPRo's activities can be briefly described as "advertising mayhem" because the service sector is very diverse.

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