Trade shows and exhibitions are an opportunity to present the company to the targeted audience, to find business partners and future collaborators. Both participants and visitors are more open to interact in a context specially created to facilitate the exchange of ideas and business contacts. Whether taking part in a trade show dedicated to a large public or in a speciality trade show, it is important to attract visitors to the stand and communicate as good as possible why the company is there. In order to do so, the marketing team needs clarity in choosing the message – what to present: the company, a certain product, a service – and in implementation – how to present: choosing the right location, the content of presentation materials, the right staff with presentation skills, and – because creative solutions (!) are always a good idea- the entertainment moments! This time we will focus on three areas of interest: the stand location, the staff presentation skills and stand activities.

The stand location

Depending on the objective of the company`s presence in the trade show, the team may decide to choose a section in an area with high traffic, an area next to a competitor or next to the workshops. In choosing the location it is good to take into consideration some technical details: the possibility of installing special setups, the number of open sides, the opening of the stand, the lightning solutions available, etc. The next step is choosing the type, shape and size for the stand. There are four main categories of stands to choose from: one open side stand, the corner type stand with two open sides, the peninsula type stand, with three open sides and the insula type stand with all sides open.

Whether indoor or outdoor, conventional or modular systems can be chosen to furnish the stands. The modular systems allow for a more creative approach and can be used to divide the stand into areas of interest.  An information point can be created, followed by an area for demonstrations and workshops and a separate area for meetings with potential customers and partners.

Staff presentation skills

The team representing to company at the stand can make the difference between a professional presence and one less interesting. Choosing sociable company representatives who will enjoy interacting with visitors will make any event manager’s job easier!  The training this staff will need to undergo will be mostly technical. It is advisable, however, to communicate expectations regarding their behaviour at the stand and around the exhibition area during the trade show: eye contact, a smiling face, a welcoming attitude and aligned body language.  Of course, the ability to present information about the company, product or service in a simple and coherent manner is a must from the very beginning. Apart from the “front line staff”, it is advisable to always have around the stand a decision maker who can take a discussion towards a more technical area. Usually one can find at the exhibition stand a marketing manager or PR manager, a business development manager or technical manager. At key moments of the trade show it is recommended that the executive manager be present and get involved in stand activities.

Stand activities

The stand can be enlivened during the day with interactive games, similar to Microsoft Kinect for Xbox 360, Playstation or Wii, with simulators, AR Applications (Augmented Reality), with characters dressed up in costumes representative for the company. Original characters (artists and actors) can be used and their artistic performance can be integrated into the presentation strategy for the stand, in order to highlight certain characteristics of the company and offered products or services.

Demonstrations are another way of attracting visitors to the stand. The more interactive they are, the higher the impact on participants!

Designed and implemented in an original manner, workshops have the advantage of offering a learning experience and the trainer`s performance in front of the audience can shed an extra light of prestige on the company. In the end, participants can receive souvenirs, printed materials: brochures, magazines, flyers or other promotional materials on audio-video support. Workshop participants can be rewarded with raffle coupons, which will be extracted at the end of the day or at the end of the trade show, depending on the estimated number of visitors.

Inside the stand a small stage for artists may be installed so that during the evenings, guests can be surprised with an improvised cocktail-bar and a mini themed party.

To conclude, depending on the message wishing to send out and the budget available, the trade show designated team will choose: the location for the exhibition stand, the size of the stand, the type of promotional materials to distribute and the entertainment matching the trade show theme. The more interactive the activities are, the better, as creativity is the key word in enlivening the stand during trade shows and exhibitions!