Exhibitions are one of the only places where you can truly get that with your client base – you can meet them, talk to them, and learn from them. Before you can do all that, though, you need to ensure that your stand, the first point of contact, draws them to you.
How to do that?
Well, there are a number of approaches, both psychological and design-based, that can help. These often overlooked details can really set you apart for all the right reasons.
Define your goals:
Having made the decision to take a stand at a given exhibition, most exhibitors then forget about the most important aspect of that decision – their reasons for being there. According to UFI, the Global Association of the Exhibition Industry, 71% of exhibitors fail to set objectives or strategies before heading to a show. They will still reap some positive results, but they’re not going to get maximum return on their investment.