Any company that has taken part in an exhibition knows that it’s a great opportunity to meet new customers, raise brand awareness and forge new partnerships. If you get it right, that is; if not, you can stand glumly in the corner while your competition gets all the attention.

So how do you stand out from the crowd at an exhibition? Here are some helpful hints.

1. Go big on your display

You need bold, slick graphics that grab people’s attention from the other side of the road or room. An exhibition is not the time to be shy and retiring; make sure people can read your logos and use high-quality display advertising to make sure people know what you do by the time they’ve walked past. Be clear, be stylish and be bold.

2. Get the right spot

Don’t accept a spot that is tucked away in a corner, insist on seeing the floor plan and make sure you’ll get a stand that is right in the visitors’ path. You might have to spend a little more, but the costs of attending a show soon rack up and you owe it to yourself to make sure you have a prime location. It will pay off in the end.

3. Get help

It’s all well and good having the senior managers on the stand but you should also have a selection of exhibition specialists that know the game well. Standing all day, smiling and enticing people on to the stand is a surprisingly difficult skill and unless you have a number of attractive natural sales people on your staff, hire them in.

4. Offer them something

A freebie always gets people on to your stand, so if it’s a specially printed notebook with your company logo, contact details and your ethos inside or even a USB stick, people love free. It will be well worth the investment and do it properly; don’t burn your own CDs and scribble on them before handing them out. Think presentation at every stage.

5. Get clever

An exhibition is a long, hard slog for everybody, so if you can provide a sofa, a chill-out area and a coffee machine, you’ll be everyone’s best friend. It will also help you secure meetings with new contacts.

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