It Pays to be an Exhibitionist

Now more than ever, companies are able to display their products and services in a wide variety of ways. Some companies will stick the standard methods of advertising whereas some companies have adopted the new methods of advertising such as online or via social media.

Some companies however fancy a bit more of a ‘hands on’ approach. Some companies want consumers to physically experience their product or service. Some companies want consumers to speak face to face with their employees to get a feel and an idea of what their company is about. For these companies, displaying their wares at exhibitions is a tried and tested solution, and one which they will likely return to time and time again.

For seasoned exhibition veterans, you will be aware of how an exhibition looks, feels and sounds. You will most likely understand the way in which you approach the various exhibitions stands or, if you are on the other side of the stand, you should most likely understand the way in which you should approach consumers who may or may not be wandering with no purpose, direction or conviction around the venue. Seasoned exhibition veterans will also understand how the dynamics of trying to close a sale or the setting up of an appointment are affected within what can be an extremely busy environment.


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For the newbies to the exhibition game, you probably won’t be aware of many of the things above so it is well worth considering whether exhibiting your wares at a venue is a) for you or b) worth your time.

An obvious advantage of exhibitions is the amount of people (and, more importantly, possible customers) who attend exhibitions. The popular exhibitions are able to attract thousands of people at a time so there is obvious scope for a large amount of sales. Some exhibitions, however, will naturally attract lower numbers of consumers, although this isn’t necessarily a bad thing. Exhibitions which specifically target particular industries and markets will have a much more targeted audience so, whilst attendance numbers may be lower, the readiness of the attendees to purchase may be a lot higher; in this case it’s quality over quantity. Do your research on who will be attending the exhibition as this will directly impact your sales figures.

Other considerations to make are the location of the exhibition and also the date and time. You even need to consider the stand itself i.e. what it looks like, if it has any giveaways, how many staff will be manning the stand etc. Considering all of these factors will allow you to make a highly informed decision of whether an exhibition will suit your business and, hopefully, allow you to make the most of any time or investment you put into it.

This blog post was written by Ian Gaulter, an executive in exhibition design and organisation.

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