When planning your exhibition stand and exhibition strategy, it can be all too easy to focus on driving visitors to your display. And although maximising the number of people who view your stand is, of course, important, it’s also essential that you attract the right people to your exhibition if the event is going to have a real impact on your business.
In fact, focusing on quality rather than quantity is an important tactic for exhibitors looking to optimise their exhibition performance. By using your display to attract people who are really interested in the products and services you offer, you can ensure that you get a good return on your investment and don’t waste your energy on people who aren’t going to buy.
Attracting the right people to your exhibition stand
The first step in boosting the quality of the visitors who stop by your exhibition stand is creating a professional display. If your banners and promotional materials look the part, you’re likely to attract professionals who are really interested in what you offer.
If you don’t yet have professionally printed promotional products on hand, it’s well worth investing in some before your next event. High-quality banners, posters, signage and brochures will show potential customers and partners that your company is serious, professional and ready for action.
Choose your focus points
Think about the theme of the exhibition you’re attending and try to select key points that reflect this theme. If you can target your display correctly, it should naturally appeal to the interests and goals of other exhibition attendees. Try to keep your display focused on a few of the most relevant aspects of your business. You can always provide visitors with more information if they show genuine interest in what you offer.
Creating a buzz
Although getting a handful of high-quality visitors to your exhibition stand will be more beneficial to your business than attracting hundreds of disinterested attendees, drawing a small crowd to your exhibition stand will help to create a bit of a buzz around your company.
Use social media and interactive displays to make your stand that little bit different and get visitors interested in what you offer. Once you’ve attracted a certain number of people to your display, you and your team members can talk to them to find the ones who are genuinely interested in your company and the products or services you offer.
Using professional photos and design will help your business to look professional and attract the right visitors to your exhibition. Find out more about creating professional and eye-catching exhibition stands by exploring our site or getting in touch with a member of our expert team.