We are really looking forward to The Business Culture's first expo on 10th April in Princes Quay. How typical of Michelle and Tony to come up with such a novel venue. We all need to rise to the challenge!
If you are joining us as fellow exhibitors, remember to plan ahead in plenty of time. If you want to dress up your stand so your message is seen and heard clearly, remember it takes time to produce tablecloths, banners and giveaways. If you want to have real impact, our top tips are:
- Let your brand shine out
I often use the Magpie restaurant in Whitby as an example. It offers decent fish and chips, but certainly not the best in town. Yet ask people where is best to go and they'll invariably say "The Magpie". Why? Well if you go there, you look at Magpie menus, eat off Magpie mats and coasters, and wipe your mouth on Magpie napkins. Everyone who goes there knows exactly where they have been and as a result, you'll see queues there at 11am and 3pm and other off-peak times. It is the power of promotional branding done well.
- Make it clear what you are offering
If you have a banner, don't turn it into a brochure. To many words and people will walk past confused. Pick one or two benefits - let's say "We can make your life better" - and wait for people to stop and ask the obvious "Go on then - how?". The banner should be a magnet that says who you are and draws people in. Intrigue people, challenge them, offer them benefits that will prompt conversations.
- Don't skimp on design or quality
Things are cheap for a reason. Nothing says 'minnow' more than homemade designs and giveaways that are flimsy or dysfunctional are worse than pointless. No-one wants a pen that doesn't work or something that they see as damaging to the environment. Look as good as what you want people to think you are and align any giveaways with what people expect and value. Whatever we do or don't do, we give out messages. Just make sure the message people receive is the same as the one you want them to hear!
- Follow up
Whatever people say or do at exhibitions, you have to follow up. Despite their best intentions, after speaking with you, visitors will speak to many others in the room and then return to their busy lives. If they have a giveaway they value from you, that will help them recall your conversation at the show, and it will also make them more likely to contact you when they have a need. But nothing beats actually make contact while the chat you had in the expo is still fresh in their mind.
If anyone is thinking of exhibiting, we are, of course, here to help with branding and merchandise. (Now is a very good time to start thinking of these things, because nearer the time other things will take over). But even if you are not exhibiting, put the date in the diary. It will be great to see you there.
