Having a stand at an exhibition is about creating visibility for your brand, your products and your services. More importantly, it’s also about generating leads, enquiries and ultimately sales to support your business.

Face to face interaction with customers and potential customers is an essential part of doing business, but digital marketing has come a long way and is now the other essential element.

The challenge is to combine your off- and on-line marketing seamlessly through an integrated branding and marketing strategy so that customers feel that it’s part of the same process. This is achieved by creating campaigns with the same look, feel and messaging across all media, from your exhibition stands, to your brochures, to your advertising and on to your website and social media.

The advantages of taking this integrated approach can be enormous for your business:

1. Streamlines your marketing processes. Branding, design, PR and copywriting will use variations of the same imagery, content and copy across all platforms. This should also reduce your marketing costs and allow you to use your budgets more efficiently and effectively.

2. Sales costs are reduced. You no longer need to rely on an extensive sales force as your website does the work for you.

3. Customer acquisition costs are reduced. By asking visitors to sign up with their contact details, they can then be asked to opt in to receive future e-mails and newsletters from you, leading to a ready source of future potential sales.

4. Growth is relevant, converting traffic to your site. 


Here are some quick tips of how to use incentives on your exhibition stand to persuade leads to visit your website and from there convert into sales and sign-ups:

1. Set up tablets or laptops on you stand to enable instant access to your website for site visitors to be able to see your entire product offering

2. Provide access to online games, competitions and exclusive content to generate interest. Ensure you capture contact details to enable you to remarket to entrants

3. Offer free gifts to people who sign up to your e-mailing list

4. Offer exclusive event discount codes for visitors to your stand when they buy online

5. Offer exclusive additional content, only available to visitors who register on the site. (Depending on your business this could include access to more detailed product brochures, white papers, exclusive content, videos)

 

By Gemma Russo, for Express Displays.

 

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