In 7 steps to the perfect trade fair appearance
Trade fairs offer the ideal environment to acquire new customers, strengthen existing customer relationships, present the latest products and services and strengthen your own image. The prerequisite for this is a trade fair appearance that appeals to the public and conveys your own values and messages perfectly. The following steps lead unerringly to trade fair success.
Step 1: The right planning as a strong basis
The trade fair appearance begins long before the event: What goals should be achieved by participating in the trade fair? Which target groups should be addressed in particular? And is a trade fair or a public fair planned? All of these questions must be included in the trade fair concept and influence the appearance of the trade fair stand.
Step 2: A sensible stand location
It is said that there are three criteria for the success of a restaurant: location, location, location. This is no different with a trade fair stand. If you can have a say in the location, the large main courses are particularly attractive. Most people tend to look to the right. So a stand on the right side of a main aisle would be ideal. Having well-known companies as neighboring stands can also have advantages. The right choice of location can already influence the fact that many trade fair visitors perceive your trade fair stand.
Step 3. The right design
The stand represents a company. It should therefore reflect the corporate identity and convey the values of your company. A stand at a public fair can be a little more promotional, a stand at a trade fair a little more discreet. When it comes to design, individuality is a plus point in order to stand out from the crowd. The possibilities range from a special play of shapes to two-storey buildings in which you can set up a VIP area for special guests. The spatial division is important anyway: if you need areas for background talks, for example, these should be planned from the start.
Step 4: Security is a must
A trade fair stand must meet the highest safety standards. The various trade fair locations each have guidelines that must be observed when building the trade fair stands. After all, you are responsible for your guests. Nothing would be more negative than someone getting injured at your stand because, for example, poorly visible tripping edges were installed. In the coronavirus pandemic, another point has been added in this area: as a stand operator, you must of course also pay attention to the right hygiene concept.
Step 5: Good preparation and follow-up are half the success
Of course, there are a lot of „walk-in customers“ at every trade fair. However, in order to fully exploit the potential of the trade fair appearance, the trade fair participation should be announced in advance. Flyers, a note in the e-mail binder or a friendly note during telephone calls help you to attract the right audience to your stand. Of course, every contact that occurs during the trade fair should also be followed up. A short thank you for the visit by e-mail or post ensures that your visitor will remember you fondly.
Step 6: Choose staff well
The personnel on the exhibition stand is just as important as its design. Every employee on site represents the company and therefore has a direct influence on how it is perceived. Stand personnel can be booked for the duration of the trade fair for simple tasks such as staffing counters or the bar area. A good briefing is then crucial here so that these external employees act fully in the interests of the respective company. And another tip: you should start planning your trip early. A relaxed arrival and good accommodation contribute to the friendly appearance.
Step 7: Be remembered with suitable give-aways
It is said that small gifts keep friendship alive. At trade fairs, these gifts are called give-aways. These should match the target group. For trade visitors in particular, they are welcome to be a little more complex. The question always arises: what do visitors really need and what will they use in their everyday life.