How To Succeed At Your First Exhibition

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Succeeding in the world of business is a challenge, especially if you’re a startup just getting off the ground. But if you can pull off a great exhibition or trade show appearance, you can make a massive difference to your long-term trajectory. The relationships you form can last for years and shape the future of your company. 

In this post, we’re going to take a look at how to succeed at your first exhibition. Check it out below. 

Step 1: Advertise The Fact That You Will Attend

While creating advertising for your marketing might seem a little strange in principle, it can work wonders in practice. The more people who know about your exhibition, the more likely you are to form the types of relationships that you want. 

Succeeding at your first exhibition, therefore, is all about getting the word out BEFORE you arrive. Let people know where you’ll be exhibiting and what they can expect from your stall. 

If possible, give them some kind of incentive to show up, whether it is a product 

demonstration, free trial, or chance to speak with your professionals. 

Step 2: Design A Stand That Grabs Attention

While a table with a few leaflets spread out on top of it is undoubtedly an affordable option, it isn’t going to get you noticed at a packet exhibition. You need something that makes you stick out from the crowd. 

Fortunately, you don’t need to DIY your stall. Custom exhibition stand design and build companies now do the whole thing for you. All you need to do is tell them a bit about your branding and what you want to achieve, and they’ll get on with all the technical stuff. What’s more, agencies usually have a pretty good idea of what aspects of your company to highlight to grab attention. So don’t be afraid to use them. 

Step 3: Do Something That Starts A Conversation

Ideally, you don’t want your stall to turn into a retail outlet where people browse your wares in silence. Instead, you want it to be a conversation-starter: somewhere people can go to get to know what you do in more depth. 

Firing up conversations out of the blue, however, is difficult. So you need something that can get things going. Where possible, use a script and get everyone in your team on board. You never know who might be your next major client. 

Step 4: Be Open 

The whole point of an exhibition is to ingratiate yourself with people – especially your prospects. For that reason, it pays to be open about your products and ideas, especially if you’re a startup. Publicly displaying your IP is probably a bad idea, but taking questions and giving plausible answers can certainly help your cause. 

Step 5: Be A Great Host

Finally, it pays to be a great host. Don’t spend the whole day chewing gum, chatting on your phone or munching bagels. Pay attention to the needs of your customers and get them to trust and respect you. 

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