Running a successful exhibition stand
Theresa Summerfield
25th September 2008
• The exhibition stand
• Visitors
• Etiquette
• Sales techniques
• Do’s and don’ts
Topics
Pre-exhibition checklist:
• Goals
• Target visitors
• Responsibilities
• Targets
• Activities
• Dress code
• Stand – products, displays, literature, demos
• Stand location
• Stand – timings, health and safety
• Logistics – transportation, accommodation, food, set-up, breakdown
Stand
Basic calculation to work out how many leads (contacts) you can get from an event:
• Number of staff
• Each staff member qualifies one contact every 10 minutes (6 per hour)
• Number of hours
For example:
• a 12 metre stand requires 3 members of staff
• 6 contacts per hour
• 3 day event, from 10:00 – 17:00, with an hour lunch break (6 hrs)
3 x 6 x 3 x 6 = 324
Why exhibit?
Permissive marketing
Face-2-face contactExperiential marketing
Give people a reason to find you
• Offer a reward / freebie
• Send contacts postcard with a map showing stand location and number
• Email existing contacts with new developments
The average visitor walks past a stand in 3-4 seconds – we want to attract their attention, make them want to stop
Stand needs to look professional, friendly and inviting
2, 3 people on the stand at a time; maybe 4 when busy (rota)
No second chance, only 3 seconds to make an impact!
First Impressions count!
Existing users
• Blog
• Printed material
• Technical development
• Registration
• New projects
• Schedule meetings - managers
WIIFM : What’s in it for me?
New users
• Demo site
• Take details (design a special form for the event)
• Registration
• Leaflet
Have publicity materials on display, but don’t hand them out unless they ask for them
Categories of visitor
The really interested
The curious
The don’t want to knows
Stand etiquette 1 : What people see
• Facial expression
• Smile
• Eye contact
• Posture
• Body language
• Clothing
• Grooming
Stand etiquette 2 : The words we use
• Effective open questions
• Probe to extract level of detail
• Focus on features and benefits
• Be succinct, energetic and enthusiastic
• Utilise technical expertise
Thank you!
Do you use
Intute?
Stand etiquette 3 : Stand staff
• Enthusiasm
• Professionalism
• Energy
• Positive attitude
• Reliance
• Wear smart dress
• Body language – positive
• Smile!
• Approach people – “can I help you?”
Stand etiquette 4 : Do’s and Don’ts
• Take refreshments on the stand
• Yawn, scratch etc
Sales technique
1
secure
approach
2 engage
34follow up
Visitors will be thinking:
What I hear I forgetWhat I see I rememberWhat I do I understand
Any questions?
Thank you!
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