Exhibiting at relevant business events can be a hugely beneficial part of an organisation’s marketing strategy. More businesses than ever are set to attend networking events post-pandemic. 

The business world is ready and waiting to reignite in-person networking at industry exhibitions across the globe. However, following a string of high-profile event cancellations throughout 2021, it is hoped that 2022 is the year when businesses will come together in this way again. 

The benefits of doing so could be more fruitful than ever. 

How best can you attract attendees to your exhibition stand, engage with them and get what you need from them? 

Let us help.

Entice them over

Give visitors to your stand a reason to stop and linger. Walk-in their shoes. When someone enters an exhibition, it can be difficult to navigate through which stands are relevant.  Few attendees ever have time to stop at every single stand and give it their undivided attention. 

While it’s important to make your stand design distinctive, you also need to give visitors a clear incentive for attending. Merchandising opportunities such as IGO water bottles, bags or lighters give an ongoing branding opportunity that isn’t just another pen to be shoved in a desk drawer. 

You don’t need necessarily to give such items away for free, (it’s not uncommon to trade an item like this for a business card or addition to a marketing contact list), but people do love to feel as though they’re getting a freebie and will often make the first move to do so themselves. 

Make it interactive

In an ever-growing competitive landscape, it’s no longer enough to set up a table and a couple of stools and expect people to flock across. Integrating interactivity into your exhibition stand with tools such as augmented reality, game technology or interactive screens will pull in attendees, and hold their attention for longer. It’s during this time that your team can begin to make contact with your stand visitors and network. An interactive consumer experience allows people to engage with your brand both physically and mentally and will create a memorable and fun experience, that attendees can talk about after the event.

Network first, sell second

Most exhibition attendees go to an event with an outcome in mind. However, this doesn’t necessarily mean that they want to be sold to. Networking with those who visit your stand can be done strategically and can generate leads, raise your brand’s profile and develop the business. 

It may seem counterintuitive to not sell as a primary activity during an exhibition.  Try prioritising networking instead. It can be just as beneficial to the long-term goals of the organisation. 

Networking is also an opportunity for you to have staff present on the stand who aren’t necessarily qualified in sales – giving them valuable experience in events work, whilst not missing out on tangible business opportunities.

Share expertise

Cement your organisation as a thought leader in your industry by offering some professional insight into a problem solved. It won’t necessarily impact your bottom line. Remember, both your target customers and other businesses will find an advantage in your stand if you do this.

Show you’re prepared to be different to those many organisations who choose not to share their lessons learnt or their professional expertise as they consider it confidential.  There is a huge industry benefit in knowledge sharing. 

Presenting information in this manner makes the stand more approachable and clearly defines how you can help either solve a problem, or fulfil a desire for your target market. 

It’s an opportunity to sell to those who can be sold to, and to network with those you could learn from – a win-win!