5 ways to make the most of exhibiting at an expo

Showcasing your product or service at an expo can be a powerful way to give your business a boost.

The dynamic and interactive nature of expos not only gives visitors the opportunity to interact with your brand, but also to touch, feel, smell and taste your product on the spot.

Here’s how to make the most of your expo time.

1. Get the word out
Let your current and potential customers know that you will be part of the event on your website and via email and social media updates. Really drum up the excitement about what you will have on show and if you have special offers available, shout about these. Include your location, dates, venue and all other details.

2. Be eye-catching
When exhibiting at an expo, a visually appealing set-up is essential. Visitors will often decide within a matter of seconds whether to stop at your stall or move on to somewhere more exciting. Your logo, image, mission and offering should be prominent. Use colour to liven up your stand, have stunning and imaginative banners and gorgeous graphic displays. In addition to having it at the stall, your branding should be on welcome signage, fliers and banners so that your space is visible and easy to find.

3. Know the business in and out
Visitors will ask all sorts of questions. Someone who is into green living may want to know where you source your product, while another might question its safety features. Train staff on customer service basics and go over all your offerings with them so that they can confidently field questions. Do your homework on what competitors in your industry are doing, how you match up and what makes your business special.

4. Attract and welcome people
Don’t just linger behind the booth and expect people to come in – stand where you can be seen and smile. Resist the temptation to only talk about your own product, find out what is on the visitor’s mind and see how you can help them with a solution.
Make sure the booth is always manned and have lots of business cards, pens and paper for your team and customers to take down contact numbers, enquiries and anything else which needs noting. Networking is essential.

5. Follow up
Take down as many names and contact details as possible and then follow up immediately. If you wait too long, they forget you. Send a short, personalised note to thank them for stopping by. Use the opportunity to find out more about how you can meet their needs and invite them to join the company’s mailing list or social media networks for updates or access to specials.

Participating in an expo can be a lot of work, but if you are strategic and focus on selling relevant benefits to visitors, it can be a worthwhile investment of your time and money.

Puseletso Mompei is a communications consultant and trainer. She offers communications and media training for corporate executives, spokespersons, managers, entrepreneurs, government officials, diplomats, academia and public relations officers. Contact her on email: puseletso@kwazicommunications.co.za, or visit: www.kwazicommunications.co.za