MEMBER FEATURE
Make an exhibition of your business
A summer of business and trade shows will soon be upon us, including the Devon Business Show, brought to you by Devon Chamber of Commerce. Events like these can be a big asset to your business, but how do you stand out from the crowd when you only have seconds to capture attendees’ attention and mere minutes to promote your product or service?
Plan to succeed Let customers, potential customers and news media know you will be attending the event and invite them to come and see you. Give visitors an incentive of discounts or free gifts if they talk to you. Share the news on your website, across social media, on your business on-hold message… anywhere you have a public voice. One way to encourage attendees to stop at your stand is to run a competition. How about a selfie contest? Tell entrants that the photo must be taken with one of your team members in front of your display and shared on their choice of social media. This will ensure your business gains exposure far beyond
22 Chamber Profile May/June 2018
the event itself. Remember to create a fun and memorable hashtag to accompany the competition. Be prepared with your display, handouts, business “pitch”, branded outfits for your team, and any admin issues. Train your employees, if necessary, to ensure they are knowledgeable and well- presented. At the very least, provide comprehensive pre-show briefing. All this planning will help you and your team to feel prepared, well-informed and even relaxed at the event.
Stand out from the crowd When there are so many different businesses attending these shows,
it can be easy to blend in with the other stands. Here are some simple tips to help get your stand noticed and persuade people to stop and find out more about your business:
• Keep your branding simple, bold and eye-catching. Make it clear who you are and what you do. Focus on how your business can help show attendees and make it obvious at first glance. Don’t become bogged down in jargon or clever taglines.
• Don’t over-clutter your stand or create barriers between you and attendees.
Be as open and inviting as possible. Similarly, coach your team to help them appear friendly and approachable. A smile and eye contact go a long way, but also make certain they don’t stand in a single group sharing insider jokes or looking bored.
• Don’t lose visitors because your team is already occupied. A great way to achieve this is to include a video about your company – your sales pitch in visual form. This can be played constantly as a way for attendees to find out more about you if your team members are engaged in conversation with
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