It is arguable that having a large exhibition stand in a key spot is potentially extremely advantageous, but there are several major pitfalls to avoid.& nbsp; Here are some key areas that large exhibition stands should work to counter in order to make sure that the large investment in your prime exhibition spot pays off.
The first error is choosing a large stand without any real function for the space that you have reserved. Although having a big booth says something about the success of your brand and the size of your budget – and this can be a very positive thing – all this space means next to nothing if you do not make the most of it.
At every trade fair it is possible to spot a large company with an impressively large space, but with only a few representatives of the company milling around in it. Make the most of the space that you are hiring to create an interesting focal point for the entire event. Equip your booth with exciting devices, host activities or talks, or instead give away free gifts to visitors.
If you are keen on occupying prime position in an exhibition but are not sure what to do with your space, speak to your exhibition builders, as they will have plenty of suggestions on how you can utilize your large budget and successful brand name to make a real impact on your audience.
The next issue that is common with large exhibition stands – and this ties in closely with the first point – is that they can be more difficult to engage people at due to the mass of space that is presented to your audience.
More concretely, it can be off-putting to many to wander into an empty space where there are a number of company representatives standing about waiting to ‘pounce’. For this reason, give some structure to your stand design so that customers are drawn in without feeling intimidated by a large open space.
The good news is that you have a lot of space to work with, you can draw customers’ attention in a variety of different ways, by creating a mini walkway through your stand for example, or having several sections to it that offer something interesting to people visiting. Speak to your exhibition builders about the layout possibilities that you have available to you.
The next big mistake that big name brands make at exhibitions is that they rely on the power of their strong company image to do all the work for them. As mentioned above, a large spot does say something about your company’s success, but that does not mean that visitors are going to work with you or buy from you if you do not build on your relationship with them.
Free giveaways and previewing your latest products will certainly get visitors engaged and make the most of your space, but this is not enough to get you a tangible return on investment. To do this, you will need to put in place a well thought-out follow up system for each person that visits your stand or booth.
An example of this is asking visitors to hand over their email address for a free gift, or asking for a tweet of a photo taken in a photo booth in your stand. You can even get customers to subscribe to an email marketing campaign that you are running.
These are just a few of the major mistakes that those with big exhibitions stands – and budgets to match – can make at trade fairs and exhibitions. Take care to counter these, relying on the advice of some good exhibition builders, and you are sure to avoid these common pitfalls.