How to Make Your Exhibition Stand Out at Trade Shows

In order for a business to be successful, you need to employ marketing tactics in a strategic way. In the digital age, most of the focus is on increasing revenue through online advertising. Social media campaigns, SEO, and direct mail have become increasingly popular ways to get your message out there. So much so, that some of the more tried and tested offline marketing methods have fallen by the wayside.
Traditional media is now viewed as a costly venture with considerably less upside. The reach potential, however, hasn't decreased too significantly. While you will need a smart digital marketing strategy to succeed in today's market, you need to supplement it with an offline presence, too.
Despite the dramatic change in marketing trends, trade show attendance figures remain largely unchanged. For the most part, businesses still see the value in face-to-face interaction. We're all human beings. We thrive on maintaining personable relationships. The well-connected online world hasn't been able to change that yet. Given it's so important to make an impact, here's our advice on standing out from the crowd at your next exhibition event.
Attention Seeking
The most important part of any trade show is gaining people's attention. A lot of people overlook the fact that it's not just about the how, but the why. Remember, you're already in a room full of people with a passing interest in your industry. What you do with that is entirely down to you. I'm surprised by the number of people that source good exhibition stand builders and leave it at that. Of course, a visually appealing display is crucial to attracting attention, but what are you going to do with it?
Manning the Ship
Once you've piqued their interest, it's about sustaining it. It's no good just sending out a bunch of staff that you can afford to cut loose for a few days. Send your best and brightest. You're trying to sell yourself here. What's the point in renting a space if you're not going to do anything with it? On that note, it's worth getting in touch with the event organizer in advance and making sure you nail down the best spot for your display. You want to at least try to be amongst your peers but in a location that can catch any wandering eyes from across the room.
Rhyme and Reason
Ask yourself why anyone would want to visit your stand. What is it that you're offering, and how can your company assist them? There are two ways, as far as I'm concerned, to demonstrate this. The first is with a presentation of some kind. And no, I don't mean a paint-by-numbers slideshow. Be engaging. Be creative. Be bold. If passers-by are clinging to your every word, the battle is already won. Secondly, what incentives do you offer? Everyone loves a free lunch. It's human nature. Try offering entry into a prize draw giveaway, or a substantial discount if they sign up for your services then and there.
Following this advice will ensure your exhibition experience is both busy and productive. It'll help you raise brand awareness and could even bag you a couple of extra clients on the spot. If you've got any tips or experiences of your own to share, let us know in the comments below.