Running a B2B Exhibition Stand

The work of running a business to business exhibition stand begins a long way before the event. It involves hiring the right people to work with you understand, getting the right materials together to hand out, and attract attention, and of course designing the stand itself so that it stands out in the crowded exhibition arena.

Getting the right staff

Staffing really is a crucial aspect of the planning of your exhibition centre. The people are engaging with prospects need to understand your products and services, and be able to talk about them eloquently and passionately. Without this your exhibition is far less likely to be successful. You should realise that you only have a few moments to capture attention, but if you can then the number of prospects you can gather can be exciting.

The marketing materials

Need to understand what the exhibition is really about. Are you trying to sell products there and then, and take orders? Are you trying to build brand awareness in a very gentle way? Are you trying to develop a list of prospects that you can later phone up and talk to about your products and services. It may be that you are doing a mix of these activities depending on the interest of the prospect, and the amount of exposure they had your brand in the past. Whatever your priorities, you need to have marketing materials and information that will help take your prospects to the next stage. If it is going to be incredibly hard to sell a product at the event then don’t try to. Focus on building a relationship and getting agreement for a follow-up.

The exhibition stand

To gain maximum success at an exhibition you need to have a stand that attracts attention, and fits your brand personality. A lifeless, dull stand is not good do you much good if you are in the computer gaming industry. There are lots of companies, like Nimlok and exhibition stand specialist, that provide you the opportunity to hire bespoke stands. It is well worth talking to companies like this in order to get ideas about what is works for their clients in the past. They are your competition, yet they could have a wealth of information to help you succeed.

When planning your exhibition you need to think about the B2B customers you will be talking with. They have lots of choice and therefore you need to position yourself as the best, most professional option they have. This means building relationships and raising your brand in their consciousness to a level that they think they should be working with you. Everything at the event therefore needs to be in keeping with what they would expect from a company they work with.