Design your exhibit to get the look!If you are going to design an exhibit for a show, consider the following points which will assist you to get that potential customer to investigate with a closer look. Once you have then at your exhibit looking, then you can go the next step and communicate. Your Goal Set yourself some objectives. Think about what it is that you want to obtain from this exhibit. Remember there is limited space, so the display must be realistic, inviting and friendly both for you and the potential customer. The Potential Customer You need to define who your target audience is. This should be done also when choosing a chow to attend. Your time is valuable. Once you define who the audience is then you can decide what products and services best provide the interest. The Message What is the message that you want to portray to the viewer. Aim it at the potential customer who is in the category of targeted types. Is it mothers with young children, the baby boomers, aging and health, sports fanatics etc. Remember the KISS principle (Keep it Simple) – Display information to the point. You need to get their attention in a small window of opportunity as they fleet past your site. Attraction What will get your target audience attention to move closer, allowing a chance to convert that traffic into a potential buyer? Is it a free book on health, a show promotion that gives good discount on the product, find the edge. Short sharp high information in snippets that catch the eye for a second look, maybe use the show to launch a new product line. If a business opportunity, promote why it is for them Ensure you maintain the key objectives of your display and don’t over focus. Over focussing could you providing too much information on what you think about the product instead of listening to the potential customer and delivering valuable information and a potential product that could help their issues. Communication Visual communication needs to tell the potential customer who you are, what the product is and what industry it is in. Then it is up to you to communicate so that you encourage the potential customer to tell you what their ‘current view of the situation is” and guide them to what they now perceive as a ‘better view of the situation’. This allows them to see the potential in the product as it applies to their situation. They then have the power to turn a “No’ to the offer into a ‘Yes” and buy. Example – potential customer suffers ‘rosacea’ and you elicit from them that they have had this complaint for many years and tried everything available. Get them to tell you what they think rosacea is and what causes it. You tell them that you have a product that is made from a range of fruits and is cold pressed to retain the natural integrity of the food. You also tell them that the selection of fruits, are known to increase liver function and metabolism and there are case studies for reducing inflammation including the rosacea. Get the potential customer to talk about their diet. You outline what impacts on them so they know what micro nutrients they are getting now and how that can be improved. You tell them your product is a broad spectrum juice full of micro nutrients to ensure overall healthy cells, not only assisting inflammation like rosacea but has a range of other benefits to them. They either say ‘yes’ – give me more information, ‘yes’ – I want to join up now, or ‘No”. Either way they made decision based on their current situation and the information that you presented them. Valuable feedback is extracted here. You need to look at why they said ‘No’ and learn from the experience. Say to yourself ‘How can I improve on the delivery of the information’. Rejection is positive and the more you get the better you become. Competition The environment you are in is very competitive, usually numerous exhibits trying to attract potential customers in a short period of time as they move past. You only have a couple of seconds to engage them. So that message must be clear, concise and inviting. Display Graphics Remember ‘competition’ – make the message large, bold, simple and easily seen by all the passing traffic. Think of what you read when driving on a busy road. If it works and you read it then adapt that style Display Setup Ensure that there is enough room for your visitor to move out of the main thoroughfare of passing traffic. 30% to 50% of the floor space should be for the visitor to move into. Most stands are sized 3m x 3m. This allows for the visitor to stand and talk or listen without worrying about the traffic pushing past. Positioning Prior to the event, brief any members of your team as to what is expected of them, where to stand, objectives/purpose of the exhibit, how to deal with the administrative issues associated with the working of the exhibit (i.e. forms collected of peoples names should not be left out for all to view) and most of all how to communicate with the potential customers. Debrief Continuous improvement is a must for growth. Value the diversity of your team and get feedback on what worked well and ideas for improvement. Consider each time you set up an exhibit, especially in the same show, ‘Change the style” so that the visitor does not think – “Nothing new, same as last time”. Best of All Capture the event on an image. Use as something to improve on at the next event of for promotional value.
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