Increasing Exhibition Stand Visits
How to maximise your exhibition stand for foot traffic and visitor retention
Getting visitors to arrive at your stand is often not an issue at an exhibiting event, however retaining visitors can be a difficult process to get right, particularly if you’re a business exhibiting for the first time.
The tips below will help you to get into the mindset of your target audience, which is a core aspect of exhibiting and one that cannot be overlooked.
1. Don’t cut corners on the initial build phase
We’ve put this point first because it’s a step that most business owners will consider, that will ultimately shape the quality of their stand and chances of attracting customers at exhibitions.
The reality of exhibiting is that it is not a cheap offline marketing option, however if done right a stand is an invaluable asset to your businesses marketing efforts, and one that can be used over and over again. With this in mind, it’s important that you choose a stand construct and a detailed design that is as close to your budget as possible.
Ensuring that you invest the right amount upfront for your stand will ensure the following at a later a stage:
- Build Quality – A well-built exhibition stand from a reputable designer will not be a low-cost option, however by opting for a stand at a higher price, you guarantee that the materials and team behind the stand are of the highest quality. This also ensures that you maximize ROI by purchasing a stand that is custom built, and made to last.
- Brand Engagement – A stand this is completely fitted to the needs of your brand will resonate with your target audience.
Maximise Foot Traffic – Opting for a custom built stand allows you to work with a team of exhibition stand builders that will be creating your stand with maximising foot traffic in mind.
2. Integrate with the latest technology
The addition of technology within stands has always been a part of exhibiting, however in recent years the options for integrating the latest tech into your stand have grown, and so has the opportunity to appeal to your audience, and keep them at your stand for longer.
When thinking about your target audience, outline the types of technical integrations that will keep them at your stand and, more importantly, the types of technology that your target audience will resonate with.
Common technological integrations include:
- VR – This is by far the most popular, more recent integration into stands, and with good reason. Utilising VR not only puts your brand ahead of the competition at an exhibiting event, but also provides a fully immersive experience for your visitors, maximizing interest and encouraging them to stay longer to experience the technology.
- Touch Screens – Commonly used as a lead generation tool, touch screens can also provide interactive games and challenges that stimulate your visitors and keep them at your stand. This includes surveys with a prize at the end, a game relating to your industry, and even new technologies such as an app or tool that can increase the time your visitors interact with your stand.
Sensors & Triggers – Often overlooked, sensors are a great way to introduce a three dimensional aspect to your stand. Common integrations include sensors that trigger a noise or a video when a visitor steps on them, and even highly bespoke stands that output a visual special effect once the sensor is triggered.
3. Allow testing of your products
This point may sound obvious, however it’s not uncommon to see businesses forget the importance of having a bespoke product display until it is too late!
Fixed product integrations are a great way to maximise traffic and retention at your stand, however it is how you display these products that will lead to more footfall and brand awareness:
- Product & Service ‘Touch Points’: Having only one part of your stand dedicated to displaying products is not going to maximise retention, and completely saturating your stand with products and service offerings can be overwhelming to visitors. Put yourself in the shoes of your visitors and the audience you are targeting. What will they want to see in terms of products when they visit?
- Consider your target audience’s thought process from initial visit, to leaving your stand
Prior to even the construction and design of your stand, it is vital that your business maps out the journey of the audience that will be at the event. Asking the following questions should inform the layout of your stand, and will make the process of navigation much easier for visitors:
- How far along the purchasing process will they be? – If this is a B2B event, will your audience already understand the product or service being exhibited? If so, what information or experience can you provide to immediately position your brand as a thought leader in your space? If the event is B2C, what information would your target audience need to understand your product or service offering?
- Are your target audience already aware of your brand? – If this is your first event, is your business well known in your space? Are there any insights into your brand that you can provide to your audience to get to know your services and business better?
- Do your products require further explanation? – Touch screens, staff and signage all help to assist visitors in understanding exactly what it is you’re exhibiting. Will this be necessary for your audience to increase retention?
The process of retention starts with how your stand is designed, and it is imperative that this process is done correctly.
Taking the time to create audience personas and understanding the ways in which your stand can (and will) be navigated by visitors will allow your business to understand the most efficient display options for increasing retention, aiding in brand awareness, and ultimately turning visitors into customers.