Exhibition stands are a great way to bringing positive attention and interest to your brand. They’re inexpensive, eye-catching and effective. They allow you to convey a lot in a small physical space using the combined language of text and imagery. Of course, as with most marketing solutions, it’s not enough to simply have one. It’s important to be able to leverage the unique opportunities afforded to you by the medium. Just because you know how to use online banners or print marketing ads effectively does not necessarily mean that you’re equipped to properly leverage the unique properties of exhibition stands.
With that in mind, here we’ll look at just some of the ways in which you can harness the efficacy of the medium and accelerate your exhibition stand performance…
Schedule everything well in advance
In this respect, exhibition stands are much like any other marketing copy. Little things like typos, grammatical errors and mismatched text and artwork can all be seriously detrimental to the message you’re trying to communicate. Of course, nobody sets out to make mistakes like this but holidays, illness and other factors can lead to rushed exhibition stands which are prone to all sorts of errors.
As such it’s best to plan well in advance before going to print.
Special promo words
Special promo words accompany promo words on ads, which are much like keywords in the digital realm. They are used to generate specific interest in your target audience and elicit a particular call to action.
What’s more, they can help you to track the success of individual campaigns. If they fail to work, replace them with special promo words known to provoke engagement.
A lack of clarity and uniformity in your campaign can lead to your message becoming confused and less effective. If you plan on using an exhibition stand with roller banners alongside other promotional signage, it’s important that they all have a similar look and feel that delivers one clear message.
Mismatched and visually jarring stands not only detract from the clarity of your message, they also make your stand less visually appealing. Thus, it’s important to think as far aheads as possible when planning your exhibition stand.
Use an iPad
Printed promotional materials like brochures and leaflets can be expensive to produce. Plus, when they’re in the hands of attendees, who knows how much attention will be paid to them once the attendees come home?
As an alternative to printed promotional materials, a number of brands have begun to use ipads to collect contact details of prospects who request a brochure at their event. This can be sent in the post or (better yet) electronically. This ensures that your message will only fall upon the eyes of interested parties and can also help to ensure that your printing costs stay low.
This brings us to…
In the digital era, consumers are better informed than ever when it comes to the way in which brands do business. Most consumers will prefer to use brands with a strong focus on sustainability and environmental ethics. So, when it comes to your exhibition stand… be green!
Think carefully and be selective when it comes to what information needs to be printed and what can be featured in the digital realm.
Promotion End Date And Limitations
Promotions don’t last forever, and making attendees aware of promotion end dates and limitations can imbue them with a sense of urgency. It can remind them that they have a limited window in which to act. This not only increases your chances of engagement, it also builds value into the promotion itself. Be sure to feature these prominently in your exhibition stand.
Seasonal design for seasonal promotions
Everyone likes to get in on the spirit of the season. Whether it’s the sense of celebration that comes with the Christmas holiday season or the sense of optimism that comes with spring, Easter etc. we all like to feel part of the moment.
Thus, it’s a good idea to incorporate seasonal design elements into seasonal promotions to make your campaign feel relevant and as though it is taking part of the spirit of the season.
Eliminate Price Sensitive Customer Enquiries
We all want genuine engagement in our exhibition stands. While we’re happy to answer questions we want these to be meaty and substantial questions from interested parties who really want to get to know our brand. We don’t want to spend the day fielding price queries.
With this in mind, it’s a good idea to make sure that product / service prices are clearly stated on relevant signage.
Win more customers through advertising
The advertising copy you display in your exhibition stand represents great avenues of opportunity. It allows you to win customers and sow the seeds that will engender lasting loyalty. As such, it’s important to gear your copy (and your promotions) towards rewarding new customers and bringing them deals and promotions which give them more of what they want.
Advert quality matters
That old saying “less is more”? It’s particularly relevant at exhibition stands. New prospects don’t want to be assailed with a deluge of advertising copy that would take them ten minutes to parse. It’s better to focus your attention on fewer, higher quality adverts.
Try to think, if you could only produce one advert all year, what would you want it to look like?
Ask a question on your advertisements
Statements can go over our heads. We are free to ignore them or let them go past without challenge. Questions, on the other hand? Questions by their very nature engage us. They cause us to rethink our preconceptions and encourage us to ponder and debate.
As such, the advertising copy in your exhibition stand should incorporate questions to engage the cognitive faculties of attendees.
Promote your strengths and hide your weaknesses
This is as true for exhibition stands as it is for any form of advertising copy. Put your strengths, successes and accomplishments front and centre. Keep your weaknesses away from the eyes of prospects… But keep quietly working away at them until they are no longer weaknesses but more strengths for you to add to your repertoire. To be frank – looks great counts and the best stand to look great with is the Barracuda.
Stick to these 12 steps and you’ll see engagement rates soar at your next exhibition, event or trade show!