Gone are the days of trade shows where a simple stall, a few products, and one-on-one talks were good enough. As trade shows become more and more popular, exhibits have become competitive as well. It’s not good enough to have a good product. It’s essential that you present it as well. Whether you buy trade show rentals or create your own unique space, your exhibit has to stand out amongst your competitors to attract any attention.
In this article, we will take a look at the 8 most essential inclusions you should make in your trade show exhibit.
Visual appeal
It’s not good enough to light up your exhibit and present your product. You need to be able to attract audiences from far away to your exhibit. It’s a good idea to discuss with a professional and buy trade show rentals to create that unique space. Create a visual identity in your exhibit space to ensure clients and end-users remember your brand even when they leave.
Create a themed environment
Depending on what products or services you are offering, you should create an environment that matches your brand and your offerings. For example, if you are selling bikes, create a theme like that of a race track or highway or even potholed roads to showcase what’s special in your bike. Again, you can take the help of designers to buy trade show rentals to make this happen without a whole lot of effort from your end.
Build an interactive exhibit
If you have accurately built an environment and have the visual appeal right, be prepared for a lot of visitors. It’s not a good idea to have a huge team working to connect with each visitor – you won’t be able to keep track of conversion rates and will lose out on potential business opportunities. Have a system in place and enough interactive elements so visitors can keep themselves engaged till you can speak with them. A few posters, videos, QR codes to access interactive digital content are great ways of having self-paced digital interactions.
Go Digital
There are various digital tools you can employ to not only attract users but also to gain their trust. Develop a few info-animations, have interactive digital content or include simple ways users can find you online (links, codes, etc). Any product you have, if you have the budget, you can even present your products in a VR environment to give users the real feel. Drop that pen and paper and create a simple form-based SharePoint site to digitally store all your visitor’s details. This will not only be simple for you, but it gains the trust of your users that you are serious about converting a conversation to business.
Have a structure
Don’t go into a conversation blind, making things up along the way. Have a structure in place to make sure your conversations showcase that you understand the customer and their business needs. Talk to understand the client’s landscape while figuring out their business drivers. This will help you customize your messaging to showcase the values your product will have on a company’s business. Close with an example of a case study and show interest in understanding and knowing more.
Offer something others can’t
What makes your product unique? Once you know that, that’s your selling point. For example, do you provide automation as a service with accounting capabilities or does your product consume less energy than its competitors? Anything on these lines is what you offer that others can’t. You need to build a story to stand out from others while staying true to your products and services. Just saying you are better doesn’t work – show examples, demonstrate the capabilities, and align your values to what your customers need.
Keep it simple
Keep your exhibit space clean and simple. In the space, don’t overcrowd with too many things. Buy trade show rentals that match your theme and environment. Have one outstanding product on display and speak about the rest. Having digital interventions like self-running videos or interactive kiosks will reduce complexity and attract more people to your space.
Sell your brand
While your product/service is what you are selling, at a trade show, it should be you building your brand. Have a clear messaging for your brand – something that is memorable and connects to your product. Hire a professional to build your brand story and messaging if you aren’t sure. It’s this story, messaging, and visual identity that you need to sell and showcase to ensure a successful exhibit.
With these 8 essentials, you will be able to attract the right audience to your exhibit and ensure a high conversion rate for your business.
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