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One of the main factors that determine the success or failure of your participation is the management of your stand and the staff that attends it.
Whether it is a standard modular stand of 9sqm or a large stand, it is imprescindible that in addition to the design, the distribution and the architecture of the stand, special priority is given to the selection, training and coordination of both internal and external staff who will attend, inform and communicate; such as sales or demonstration, with the visitors.
For this, start by establishing the objectives of your participation in the exposition, what are the targets and conditions for the project. Occasionally, the objectives of image, awareness or information will be essential for the contact with new clients or leads generation.
Above all, the objective of RELATIONSHIP BUILDING centred in the contact with current or potential clients, is no doubt, the most valuable for the exhibitors nowadays.
Once your have identified the motives of your participation, the next step is to design a series of actions that can facilitate the contact with your target audience.
There is no doubt that the CONTENT is the main attraction of a stand for any visitor that attends a trade fair. Thus, it is important to first, capture their attention or interest and then incite them into the stand, establish contact with the person who will be attending to him and prolong his stay according to the his value for the exhibiting company.
Visitors have only a few seconds to spare…like in all trade fairs in general, there are so many stands and the walk of a visitor gets monotonous and tiring with each turn. The creativity and skill that the exhibitor shows in "dressing up and modifying" the purely static and neutral stand with dynamic and thought-provoking elements and activities that project its corporate image, strengthen its positioning and, specially, bring, "seduce" and establish a direct and personal contact with the objective public, will be the factors that are going to determine the success or failure of your participation.
All the elements that intervene in this process will be determinants: from the design and signages of the stand, the animation or the aesthetics and attitude of the person who attends to the visitors.
Tips for the exhibitor: the Do’s and Don’t’s in a stand
DO’s
– have product demonstrations
– distribute graphics materials selectively
– be succinct
– have initiative
– show enthusiasm
– take care of the appearance
– know the competition
– know your product in-depth
– be available and show interest
– be on constant alert
– recieve visitors with a smile
DON’T’s
– sit down in the absence of visitors
– read in the stand
– ignore visitors
– distrbute materials massively and freely
– underestimate the visitors
– form groups
– be too aggressive
Contributed by: Fernando Le Monnier, our trade fairs and exhibition expert and manager of Gag Events
