Don’t stress – people will come over. But if you want to guarantee a steady stream of visitors to your stand, here are five simple tips to increase footfall, so you have the best opportunities to connect with your audience..
5 ways to attract visitors to your stand
It might seem obvious but picking the right event for your brand and the products or services you are promoting is vital. An event featuring many of your biggest competitors could leave you overlooked, or it can pay off if your stand pulls in more of the footfall. Similarly, if you pick an exhibition that doesn’t suit your product or service, you risk wasting money in advertising to the wrong clientele.
Over the many years we have been working at exhibitions, you’d be surprised at how many companies we have seen exhibiting at trade shows that just don’t fit their product or prospective clients!
Our advice is to do your homework. The more information you obtain about a venue and the companies exhibiting there, the better.
“We’ve made this process simpler with a range of essential guides, each packed with top tips on key exhibitions and the main trade show locations that they take place in, so you can make the most of your planning and your show.” says Dave Hennessy, Motive Exhibitions Managing Director.
It also pays to promote your presence with targeted mailings and advertising beforehand to your potential audience so that you draw in visitors before you even step out onto your exhibition stand. You can also line up meetings with potential clients throughout the event, which will boost your confidence and the general buzz around your exhibition stand.
Attracting visitors starts long before the doors open. Strong exhibition stand planning plays a big role.
Visitors will be pulled in initially by the way your stand looks. One glance should give them the key information about what product or service you are promoting. They shouldn’t have to question what it is you do, it should be crystal clear.
Increasing your stand space doesn’t make it look better. “It will only make a splash if you’ve invested in what’s on the stand as well as the stand space itself. An empty looking stand or a stand clearly dressed on a budget won’t impress anyone. Consider a smaller stand space done well,” says Dave
Well-designed exhibition stands don’t need to cost a fortune either. You might be on a tight budget without the funding for flashy interactive screens, but you can still present an attractive, eye-catching exhibition stand that will draw people in. The key things to remember are:
- use bold branding and graphics that stand out and look enticing
- make good use of lighting to create the right mood and to highlight your products if you are displaying them
- use exciting or thought-provoking imagery
- keep your brand messages pertinent and clear – don’t simply litter your graphics with vague on-brand statements as it will diminish the visual impact of your stand
“Stands shouldn’t be one-dimensional. Video, LED light motion, holographics, or a bold 3D feature can do a lot of the heavy lifting. We’ve previously put a DeLorean and milkshake bar on a stand to create a full 80s moment. Whether visitors were buying or not, it got people talking. It even made it into the main show content. That’s a brand memory that’ll stick around long after the show’s over.” adds Dave.
Your stand team matters.
The people on your stand aren’t just there to hand out leaflets, they are there to be the face of your brand. Choosing the right mix of experience, knowledge, and personality can make all the difference when it comes to drawing visitors in and turning conversations into leads. So, who are the best people to represent your business?
If possible, bring your client-facing team, the ones who know how to build relationships, answer questions with confidence, and make visitors feel welcome. But we get it, pulling your top sales team away from their day job isn’t always easy. If you’re weighing up the cost of taking them out of the office, consider setting clear goals or rewards based on leads generated at the show to keep their motivation high.
Running a lean team? No problem. Hiring experienced event staff to support your core team can be a great way to keep things running smoothly. They might not know your business inside-out, but they will be experienced at putting your stand visitors at ease. And with a little briefing, they’ll be ready to welcome them and support any activities you’re running. A warm first impression, even if it’s not by a direct member of your team, goes a long way.
“Hiring staff to welcome visitors, offer them a drink, and keep them engaged while they wait to speak to an experienced team member can go a long way. Got a game? Let your hosting team run it and hand out the prizes while your team chats to them. It’s a non-salesy approach and a great way to make people feel part of the brand,” says Dave Hennessy.
One more tip: don’t overcrowd the stand. Too many people milling around can feel overwhelming and actually discourage visitors from stopping by. A confident, well-briefed team (that’s not too big and not too small) will always be your best asset on the show floor.
Want to attract visitors to your stand? Let them relive their youth for a while by giving them something to play with. Think interactive, eye-catching, and just a bit unexpected.
Be the big red button everyone wants to press. Add things to twiddle, push and pull, test out or try for themselves, or offer weary visitors something tasty to eat or drink, and you’ll create a buzz that travels fast across the show floor.
Put on a bit of theatre for extra punch. Live demos are irresistible. Whether you’re building it, baking it, printing it or powering it up, show your product or service in action. When people see it live, they understand it. When they try it, they want it.
Make your stand feel like a place to hang out, not just pass through. A couple of comfy chairs, decent coffee, and a bit of space to breathe can turn a quick glance into a proper conversation.
And don’t forget the hook. Offer a game, giveaway or prize that gets people lining up. Something clever, unexpected or just plain brilliant. Whether it’s a branded hoodie they’ll actually wear, a quirky giveaway, or a prize worth queuing twice for, figure out what will get your visitors buzzing
“Match your giveaway to your audience. If you know your audience likes to socialise when they attend, make sure you’re providing the space to do it, with a few beers. Competitive? Set up a game they can’t resist playing with their mates. Or spark a bit of nostalgia with something that gets them saying, ‘remember when?” says Dave.
“For others, trade shows are a way to discover new products and keep their skills sharp. Demos and presentation areas work really well for this, especially with technical products. Nothing draws a crowd like a busy stand,” Dave adds. “Play on people’s competitive streak and you’re onto a winner”.
It sounds obvious, but it’s surprising how many stands miss a trick here. A well-chosen giveaway can do a brilliant job of attracting visitors to your stand – and sticking in their minds long after the show.
Tacky throwaways are out, but that doesn’t mean skipping giveaways altogether. Put your budget into something useful, good-looking, or genuinely fun. If people want to keep it, they’ll remember where it came from.
Our client Testo’s orange tool-box style tote had visitors queuing to snag one, while Sonatype’s hook-a-duck with swag counter certainly drew a crowd. Think about the weather too. Hot drinks go down a storm in the winter, while offering ice creams or slushes on stifling days will guarantee people flocking to your stand.
In knots with exhibition terminology?
We’ve pulled together an A-Z of exhibition stand terminology and unravelled the difference between a rig and RAM. Make sure you bookmark it for future reference.
“Terminology changes across different countries too, so if you’re new to exhibiting in the UK, this trade show terminology myth-buster is one to keep on hand. Even the best exhibitor can come unstuck,” says Dave Hennessy.
Do you have more questions about how to attract visitors to your stand?
There are so many ways to attract visitors over to your stand and at Motive Exhibitions, we gain new ideas every time we go to an exhibition. If you are new to exhibiting or simply want some fresh ideas, then don’t hesitate to contact us. We have a wealth of experience to help you get the most out of exhibiting.
Turning heads is only half the job. The best exhibition stands get people talking, interacting, and remembering your brand for the right reasons. Give them an experience, not just something to look at.”
David Hennessy, Motive Exhibitions Managing Director
Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX
