October is not just the month of Halloween but amongst the busiest periods on the exhibition calendar. Preparing for a show can be stressful, but proper planning and awareness can allow attendees to make the most of their time on the event floor. Certain terrors can strike unexpectedly, often due to poor decision-making. Unless exorcised beforehand, these problems can spell disaster for exhibitors and customers alike.
The Sixth Sense to Plan Ahead
The most important factor of having an exhibition stand is to plan out everything in advance. Having an impressive exhibition stand is one thing, but careful pre-planning for all involved is a necessity. Having the foresight to research your objectives, the best stand design, which trained staff to have on hand, and what products to promote or sell will work wonders for the big day. Such questions that need consideration include the company’s goal of attending the show, where they want their stand to be on the venue’s floor, and what type of exhibition stand they want on display.
Another important factor is timing. Choosing to book your stand and space with only weeks to go until the show opens can leave you at a major disadvantage when the doors open. Booking early gives more options and better benefits. A lack of planning time can bring doom to the ill-prepared, as few will want to speak with those who cannot think ahead.
The Exhibition Stand Massacre
Taking the Leatherface approach to stand design is unfavourable. Two things must be considered in the process of designing an exhibition stand: what type of exhibition stand you want, and the contractor who will provide it. Taking the word of a contractor without seeing the design and understanding its process can result in a cheap, shoddy, or even incomplete exhibition stand that will draw little interest. Relying on contractors who offer false promises and deliver poorly made stands can leave an exhibitor with few options and at a heavy disadvantage compared to others. Having a stand that is sustainable, inviting, and well-designed can be achieved through constant discussion with the contractor. Such companies, like the UK-based exhibition stand design and build contractor Quadrant2Design, utilise the option to “pre-build” a client’s stand. This ensures the design is perfect and allows clients to inspect and approve the stand, providing them with a sense of security and trust.
Interrogations With Vampires
The next step to attracting potential clients is to have trained staff with the right sense of enthusiasm and knowledge when meeting visitors. Whilst staffers will be eager to sink their teeth into new networking and business opportunities, having them jump on every person who approaches the stand can be awkward. Having a staff member on hand to greet and interact with newcomers is very beneficial. Chewing a person’s ear off without giving proper attention to their needs or queries can alienate visitors.
When first meeting visitors, it is best to approach them on open, friendly grounds, personalising conversations before proceeding into discussing the stand and business. The other nail in the coffin can be awkwardly hovering near or watching visitors, before asking the obvious question of “Can I help you?” Having the right people on hand to operate the stand can lead to increased memorability and brand awareness.
Stand of the Living Dead
The opposite of an overeager staff member is one who has no interest in speaking to visitors. A group of unenthusiastic staff members should not be on the floor. Operating an exhibition stand for a full day can be tiring, so a rota should be organised for all members, maintaining public interest with fresh faces ready to answer questions. There is nothing more uninviting for a visitor when they find an unattended stand or staff with their backs turned in private conversation. Choosing staff to work on the stand is important for customer engagement, preferably those who have a deep understanding of their business and products. Finding a stand run by a bunch of shuffling, dead-eyed, bored employees does not paint a good light on an exhibitor’s goals.
One Missed Call, One Missed Opportunity
Phones can be a blessing or a curse at exhibitions, especially if the staff are focused on using them rather than speaking with visitors. On the positive side, they can be used for networking opportunities, to scan QR codes to take visitors to company websites and online shops, or to post related social media promotions during the event. A stand can feel unwelcoming if the staff members are inattentive and gawping at their phones. Making use of interactive technology can provide a more engaging experience on stands, outweighing the negatives of phones haunting the stand.
The Badmouthing From 20 Feet Away
One of the most monstrous things that can happen to damage an exhibitor’s reputation is when employees choose to bad mouth their own or another company. Professionalism is essential for exhibitions, as negative comments and criticisms can deter potential new clients or partners. Such behaviour can have further effects on team morale, the stand’s atmosphere, the company image, and customer perceptions. A magnificently built stand, a good location on the show floor, and a range of products will mean nothing if the staff present are focused on slagging off competitors or their own employers. Creating a positive and constructive standard for the exhibitors will lead to much better results for all involved.
In Power of Preparation Compels You!
Once all these horrors are slain before they can spawn, an exhibition can be smooth sailing. When planning for all aspects of the show allows for more time to consider options and make decisions. Having a stand with the perfect design will attract many interested visitors. Selecting and training the appropriate staff for the event will generate better interactions and results. Above all, having practical, cooperative, and positive teamwork will frighten away any fears of disaster. Following these tricks of the trade will undoubtedly lead to the treats.
