Many small business owners have attended exhibitions as customers at some point or another. But the majority haven’t attended an exhibition as a trader! This is a shame, as exhibitions pose the perfect opportunity for you to make a large number of sales and establish yourself as a competitive force within your field. Here’s everything you need to know when taking your small business to its first!
Secure a Good Spot
It’s highly likely that you will have to purchase a particular booth or stand when you book to attend an exhibition. It’s not quite as simple as turning up and bagging a decent space. When booking, make sure to check out the intended floor plan of the exhibition you’re attending and seek out unoccupied stands that lie in high footfall areas. These are likely to come at a higher cost, but it’s worth the investment. Generally speaking, the main aisles are a winner.
Being located at the end of a row is also preferable, as you will gain attention from intersecting traffic. Try not to be located too close to the entrance or exit. Many people are overwhelmed when first stepping through the doors and will be focusing on where to go and what to see rather than the booths that are directly in front of them. If you’re located close to the exit, people are more likely to be thinking about leaving than buying anything.
Pre-Plan Your Displays
When you arrive, your pitch is going to be relatively plain. So it’s up to you to brand it and make it stand out. Bear in mind that the way you present yourself will have a huge impact on how people perceive you, your brand, and your products.
Invest in a specialist exhibition stand. This will ensure that you can make the most out of the space of your pitch. There are plenty of customisable options out there.
Add your brand name and brand logo to the design. This is absolutely essential to ensure that people know who you are and how to find you after the show. It can also be a good idea to have some sort of image of your products on the display. This means people can gather a sense of what you’re all about simply by casting a quick glance your way.
Remember There’s More to the Day than Sales Alone
Now, people tend to assume that the only reason to take their brand to an exhibition is to make money and sell on the day. Sure, this should fall pretty high on your list of priorities. But exhibitions have so much more potential than on-the-day sales alone.
This is an opportunity to showcase your brand and products to the world. It’s a chance for you to expose your brand to a huge number of people. Many individuals who don’t make purchases on the day may come back to you once they’ve been paid.
It is also a good networking opportunity, where you can connect with suppliers, manufacturers, or potential collaborators or partners. So it’s important to keep all of these factors in mind while you’re there to make the most of the event!
As you can see, an exhibition really could hold a whole lot of potential for your small business. So start planning your attendance!
This is a collaborative post
