Home' Spice Magazine : SPICE FEB 2016 Contents Do you want to get more out of exhibitions
but have no idea where to start? Strap
yourselves in and read this article. Let's dive
into the nitty gritty that you need to be doing to get
more cut through at each stage of a show.
Part 1: Pre-show
We have all heard that exhibitions are an important
channel because they facilitate handshakes and
give customers the opportunity to engage with your
brand. I agree with this whole-heartedly as the type
of interactions that take place on the show floor are
rarely possible through any other marketing means.
What does make me sad, and frankly a little
annoyed, is when I see some exhibitors with a great
message to share decide that they just don't work
because they haven't experienced great results them-
selves. There is plenty that people can do to shake
things up; they just need to forget 'the done way'.
So what does the modern visitor look for?
As the digital world evolves around us, we are
changing the way that we do business. Visitor
expectations have also adapted to meet these
changes and, unless exhibitors make a conscious
effort to keep up, they will experience what I call
the wallflower effect and join the others whinging
that 'exhibitions aren't what they used to be'. They
certainly aren't and that's a good thing.
Gone are the days where a visitor would dedicate
the whole day at the show to stop at every booth
and listen to every offer. The modern visitor is time
poor and will pick their destination stands in the
lead up to the show
Most won't allocate more than a couple of hours
to walk the halls so after their 'must see' stands they
will continue along at 5km/hr looking left and right
to see what's new. This is a make or break moment
for most and without something stopping them in
their tracks, you guessed it -- they keep on walking.
With the onslaught of handheld devices and
personalised marketing, it's easier than ever for us to
get answers. Instantly. What you may be surprised to
know is that Deloitte report 'two-thirds of custom-
ers use a digital device before their shopping trip'.
Results in the B2B markets are similar. According to
Sirius Decisions, '67 per cent of the buyer's journey
is complete before a buyer even reaches out to a
Every business expects solid returns in exchange
for any investment, but unless they have a sound
exhibit strategy to combat the changing expectations
of visitors, they won't reap the rewards.
So, what to do?
Don't rely on the organisers to drum up a crowd
-- take matters into your own hands and pull people
to your booth by sharing show offers, benefits,
show floorplan and why it's imperative they make it
to the show.
Create a pre-show, during and post show strategy
designed to engage your audience and ensure it is
aligned with your key objective for the show.
So what does it all mean?
Showing up isn't good enough anymore.You have
to create a real exhibition strategy to partner with
your event calendar. Setting goals and targets is the
only way you will be able to milk each show for all
it's worth. The Info Salons planning commenced
in November for a February show and was highly
focused on the visitor experience.
I'm not for one moment suggesting exhibitions
will stop working, only that the people attending
shows and conferences aren't necessarily seeing you
for the first time and if they are, you need to create a
compelling reason for them to stop.
Part 2: During
The stand is complete and you're ready to roll. What's
left to do now the doors of the show have opened?
Heaps! Read on.
It's true that the majority of any exhibitor's strat-
egy will take place prior to the show even starting,
but there is still a lot you can do on show day to
make sure you get the best response. Staffing is a
biggie. Bigger than big -- it's the single most memo-
rable thing in the eyes of the visitor.
How to get more from
your exhibit Jess Wolodkowicz from The Exhibit
Company shares her foolproof
guide to getting the most out of
your exhibit stand.
"Gone are the days where a visitor
would dedicate the whole day at
the show to stop at every booth and
listen to every o er. The modern
visitor is time poor and will pick
their destination stands in the lead
up to the show"
8 Spice February 2016
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