Exhibition shows are a brilliant way to promote your business, engage with your customers and release new products/services.
Exhibition shows are a brilliant way to promote your business, engage with your customers and release new products/services. With multiple events per year, it’s important to do your research ahead to time to make sure you get the most out of each one. The biggest variable in exhibitions is whether it’s a retail show (business to consumer) or a trade show (business to business), as this can have a big impact on how you plan your exhibit.
Whilst the events are similar in setup, layout and structure there are key differences in how companies should present themselves. On the surface, these shows may look similar but there are important differences when you look in more detail. When you are at a retail show, your main aim is to sell more products or have more people sign up to your service. Whereas, is a trade show is to build or reinforce a business relationship. Once you understand this main difference, you should adjust your plans accordingly for each type of show.
Retail shows put you directly in touch with your end consumer, for instance if you were a manufacturer of an energy drink, the people who drink your product will be at the show looking for your stand. There will also be other energy drink enthusiasts at the show, these are potentially new customers.
The way present yourself is incredibly important, first and foremost – you need an attractive and vibrant fabric display stand such as an Impact Pop up Display. You want people to immediately recognise your stand, and for those walking by – you want to catch their attention. Engage people when they arrive at your stand, make sure that when they next go shopping, they will buy your drink.
There are multiple ways that you can engage your audience, free samples are a great way, people love free stuff. This is especially popular in the food and drink industry, where people will only buy a product that they like the taste of. If you are a service provider or your product isn’t directly consumable, you need to find another way to show them why your product is amazing. For example, if you are at a wedding show promoting your dresses – you need to show off your designs, the tailoring and previous examples of happy customers. You can display this information on something like an IPad Stand.
At trade shows you are visited by distributors, retail stores and any other outlets for your products. These people are interested the product’s cost and quality, your reliability as a supplier and how your product can make them money.
Presentation is important, well designed stands make you look professional – and first impressions count. You want to display your range of products, something like a Mayfly will let you promote multiple products on different panels. You will be approached by purchasing managers, as well as sales and marketing staff. You need to prove to them why they should spend money into your product, and how they can profit.
Product samples are still important, but you need to introduce information on pricing, turnaround times and guarantees. These people will think about the business and not themselves e.g. a buyer from a local cash & carry might not drink energy drinks; but if his customers do, then he’s looking to buy. For someone like this, you’d need to show him that you can reliably deliver products, the product has a proven sales record and that there’s enough margin.
Other than the way you present yourself and interact with your customers, there are other trends to consider when exhibiting at either show. Excitement is a big factor, you want to entertain as well as inform when you’re exhibiting at a retail show. Competitions such as raffle draws go down well, games at your stand or something cool that people can take pictures next to. Exhibiting trade is more informative, videos about production process go down well and having a sign up forms are a good idea.
To conclude, you need plan your whole exhibit around the type of show it is, and make the necessary changes to ensure you capture the right audience. Here at Fabrisign, we provide a range of exhibition displays which will help you catch the attention of potential buyers at your next show. Check out our product range here, for any other enquiries please call us on 0800 029 3878 or email us at firstname.lastname@example.org.