How to be a successful trade show exhibitor: Driving business to your stand

Maximise the power of your exhibition

The organisers of the show will bring visitors into the event but not to your stand so make the most of your time in the lead up to the expo.

Tell people what you’ll be doing and why they should visit you at the expo. Stress the benefits, possibly create a competition and add some intrigue. 

Social media

One of the most powerful ways you can connect with your customers is through social media.

• Posts on your Facebook page

• Twitter posts

• Pinterest pins

• LinkedIn

• Blogs

• YouTube

All of these social media arms can have a viral effect and have a significant impact of reaching more prospective customers.

Your website

It’s a great place to promote your presence.  Add links to the show’s website, where to buy tickets and special offers.  Add your stand number and a map showing where you will be situated at the expo. 

Direct mail

Communicating with your existing customers through direct mail campaigns is a great way to let everyone know what will be at your stand, where to go to find you and what products you will have. Also promote your stand through company newsletters, blog, social media sites and in email signatures. If you plan to hold a contest or prize drawing to attract more people to your stand, be sure to advertise that too.

Budget

Allow 15% of your budget to promote your stand presence at the show. Research shows that exhibitors under invest in this area and only spend on average 6%.

Other ideas

• Mail out personal invitations
• Call and invite your best prospects personally
• Find out what free promotional material is available to you to help promote your stand
• If your expo has a trade press publication get in touch with your show contact to consider placing an advertisement in the book
• 2-3 weeks out email your customer database an invitation to visit your stand.

Printed material

Think before you print. Most printed material is thrown away. Don’t waste time and money, save it for the follow up communication and meetings. Remember people sell to people with a smile and it’s your staff that bring energy to your stand. The more flamboyant you are the more you magnetise people to visit your stand to find out who you are, what you do and why they should become your customer.

PR & media

Get your information in early. Remember that major trade publications are monthly or bi-monthly so early is best.

During the show

Find out if there is a media room, invite journalists to your stand for a production demonstration or leave them one of your media kits. Within your team make sure you have a designated person who can deal with press enquires.

What goes in a media kit?

Keep it simple. 

Don’t pack a media kit with brochures, CDs or DVDs, as journalists will not carry them around. Media kits can be a single CD, DVD or USB memory stick with newsworthy content.

Media kit

• A press release
• Photos captions
• Company logo
• Supporting product material
• Contact details

How to write a great press release

Best tip – if you don’t know how to do it get someone who does because there is a method to press release writing, it’s not just words about your product. There is an order these well-crafted words go in.

Tips

Write in the third person i.e. ‘According to GCD constructing a simple stand is easy’.

Press releases are most effective when they are under 500 words, generally two to three paragraphs, preceded by a clear and attention grabbing headline. Remember inform, don’t promote.

And communicate the 5Ws

• Who is this about? 
• What is the actual news? 
• When does this happen? 
• Where does this even take place? 
• Why this is news?

For any enquires on Event Management Gold Coast, Corporate Events Gold Coast, and Conference and Incentives Days please call Jo. Jo can bring all her experience, passion and skill to the table to create a fresh and innovative partnership with you. Click here to get our Ebrochure & download our PDF.

Jo Kane

Events Gold Coast