Stand out from the crowd

3 June, 2014

Exhibitions are tricky environments – and not just for the organisers. Exhibitors are the glue that holds an event together, the very reason it goes ahead, and each will have their own strategy to get noticed. Say you’ve got an event coming up. You’re looking to promote something – a new product, a business concept, even a rebrand. You have an idea of what you want to say, but not exactly how to say it. Here are our top three tips for ensuring your message is heard, loud and clear:

Firstly, spread it like wildfire

It’s true that the world works in mysterious ways – just not when it comes to marketing. In the digital age, it’s all about building a consistent, multichannel presence, using this to promote your appearance at the event and what you’ll be doing there. Drum up interest by discussing the event on social media, in print and with your consumer base – you’ll be consolidating your attendance before the show has even begun.

Then, look the part

It’s no use having a brilliant concept without the visuals to support it. Like you, every exhibitor is there to represent their own market. If people aren’t coming to your stand, it’s likely their attention is being attracted elsewhere. A strong graphic presence is your first marketing opportunity, and it starts with your exhibition stand. Clear, brand-aligned design tells the consumer who you are, while advertising media such as banners, signage, and vinyls highlight your purpose at the event.

Finally, be truly engaging

It might seem obvious, but it’s crucial you send your best people to the exhibition. They should know your industry, consumer and aim inside-out, so they can achieve the results you’re looking for. Whether you’re there to drive consumer sales, for B2B networking, trade sales or brand polishing, take the time to prioritise each person that comes to your stand. Every conversation counts, and it’s the ideal way to reinforce your brand. Above all else, your person on the front line is your best shot at making the right impression.

Written by Ash

Having co-founded Evoluted in 2006, Ash’s passion for the digital world and obsession with client satisfaction has since helped the company grow into one of Yorkshire’s leading digital agencies. An advocate of ROI-focused delivery and a firm believer in the use of bespoke technology, he was nominated for ‘Business Person of the Year’ at the 2017 Sheffield Business Awards.

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