When planning an exhibition stand, there is a long list of boxes to tick to maximise your chances of hitting targets. But even with all boxes ticked, sometimes you still won’t get it quite right.
Working with a team that designs, manufactures and installs exhibition spaces gives organisations a competitive edge. Over our many years of experience, we’ve picked up some significant trends and information about exhibition spaces and how to increase conversions for our clients.
Here’s our experts’ top advice to increase conversions during your next season of exhibiting.
Think hard about your target audience
You likely know your audience pretty well. Any discovery session and market research will have helped you create a clear guideline of who you’re trying to sell to. But does that match up with each event you visit?
If you have multiple audiences, it pays to research your event schedule and ensure that when your exhibition stand heads to different venues, it’s prepared for the audience it will find.
By tailoring your exhibition stand and strategy to the market segment at each event, you’re likely to increase engagement and conversions, as well as offer a better experience for visitors.
When are you seeing your audience?
It’s not enough to consider who you’re seeing. But importantly – you’ll need to figure out when you’re seeing them.
Confused? Consider the flow of traffic from the entrance hall onto your stand. If you’re near the front, you’re likely to have some good success in attracting fresh minds to your space. But if you’re near the back of the room, you’re going to need to impress.
If people are far away from the refreshments, offer them at your stand. If they might need perking up, make sure you’ve got coffee and tea at hand. Or if you’re worried about interest levels, focus on reaching out from your space and drawing the eye of tired passersby. Some bright lights or engaging video footage, for example.
Be clear on your objective in attending the show
Why are you exhibiting? Answering this question clearly, and in as much detail as possible, is paramount to getting the most from your exhibition season.
Are you launching a new product? Connecting with existing clients? Or just looking for more brand awareness?
Your answer should significantly alter the exhibiting strategy and likely will impact the design and manufacture too. By working with an expert, you can carefully calibrate your exhibition stand to remove unwanted attention and attract your desired results before anyone even sets foot in the door.
Consider your offering
Similarly to your objective, you’ll need to decide on the offering you’re selling. If it’s a single product, that will lead to a different design than a multi-product range.
When only selling one product, your space can be optimised to offer a more detailed and in-depth experience for the user. For example, a sales corner, product demo corner, product showcase corner and tea and coffee corner.
For multiple products, we often advocate for a ‘zoned’ stand space. This can help drive more targeted traffic to certain sections of your space, with specific salespeople ready and waiting for the directed traffic.
Increase conversions – with our support
We’re trusted by clients in numerous industries to manage the design, manufacture and installation of exhibition spaces that get remembered.
Want to be next? Take your first step to better audience experiences now and talk us through your plans, so we can bring them to life.
