The Art of Engaging Visitors at Your Exhibition Stand
As we have touched upon in a previous blog post, attracting visitors to your stand at an exhibition is all about the visuals. A bold, unique look will ensure you draw attention away from your competitors, and you can then look forward to a steady stream of visitors throughout the day. However, once you have achieved an increase in footfall, what measures can you take to make sure that visitors actually remain at your stand for more than just a fleeting moment?
Even the very best exhibition stand design will count for very little if you dont have the facilities for keeping your customers entertained and engaged when they arrive. This can be quite an art, and how exactly you achieve it very much depends on your business brand and image. As with the exhibition stand design itself, it is important that you always remain true to your branding when entertaining or you risk alienating your target audience. No matter what type of business you are in, there are a few simple methods of engaging visitors which work for all occasions.
The simplest type of hospitality of them all and one which never fails. As everyone who has ever attended an exhibition event will attest, the price of a cup of tea or coffee can often be astronomical. By offering free drinks to potential clients, you are giving people what they want while ensuring they remain at your stand for a little longer than they might have originally intended. The fact that the beverages you are offering are hot also gives you the perfect opportunity for engaging visitors in conversation while they wait for their drink to cool down. Finally, the simple act of offering something for free, even if it is just a small cup of tea, creates an immediate bond with potential customers.
There is nothing quite like moving images to catch the eye of passers-by. Playing a striking and interesting video is an excellent way of getting people to stop at your stand and conveying your marketing message to them. By including various calls to action in the video too, such as suggesting people ask your staff for further information, you may be able to tempt people to stay a little longer. At the very least, you may have increased your chances of receiving a follow-up contact from interested parties.
Employing the Right People
This is undoubtedly the most important aspect of winning custom at your exhibition stand. Everything which has been mentioned above is not worth anything if the staff on your stand are perceived as being unhelpful or unapproachable. It is not enough to ensure that your workforce is knowledgeable about your product or service. They need to be able to engage people in friendly conversation, while at the same time not coming across as being too pushy or sales-oriented. It is a tricky skill to master but one which has the potential to make or break your exhibition.
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