How to Drive Traffic to Your Stand
By Samuel Stamp-Dod, CBA
When I plan to exhibit at a trade show I always start by looking at the floor plan of the exhibition. I want to find the very best space where I can be sure of getting noticed. Once I have identified this, I go about getting the best from the space.
Think about space AND height
For me, being noticed from afar is important. We often help other companies with big shows at places such as the NEC, Olympia and the like. The height of these venues is often overlooked, people only think of the square foot space they have purchased. By building up into these voids, you can help to get noticed from the moment guests walk into the exhibition.
Obviously, as a balloon artist, I would be putting up giant balloons or an arch with your logo printed on to draw attention, however this can be done in other ways too. If the budget allows a tall wall behind your stand with your logo proudly displayed would achieve the same goals. I have seen flags used before, or even signage suspended from above. If you can be seen from the main entrance the VIPs that you have invited won’t need the floor plan to find you, they will see your stand.
Think about how to capture attention
Once I have worked out how I can be seen from afar, I then look to create something that will grab their attention from the medium distance, say the end of the aisle. This could be a good backdrop, interesting props, movement or lighting. The key thing is to keep whatever you choose ‘on message’. Decide what it is you are wanting to communicate with those attending. Your message should be clear and easily understood. Many a time have I walked past stands and not known what they are selling or trying to communicate to me.
The final thing to think about when coming up with your display is the smallest part. You’ve grabbed them from afar, given them something interesting to draw them closer and now you need to give the permission to step inside your area. We often use freebies to do this, for us it is balloon models, other might use pens, sweets or competitions. Make it clear that they are welcome to enter into your space, clear signage will help with this – ‘Come and Get Your Free Balloon’.
Be clear about your goals
Now you have achieved your goal, you have got people from the front door to your stand, what next? What is the purpose of being there? Why have you spent money on promoting yourself? What is your end goal?
It will almost certainly be to make money – you want these people to become your customers. Think about how you are going to convert this conversation into a sale. Do you have any special offers? Is there a new product you are promoting? Maybe you just want to get people onto a mailing list so you can speak to them another time.
By prioritising what it is you want out of the trade show, you can ensure that the design is fit for purpose and, if you need any help, get us to come and assist you! After all, it’s our job at VIP Balloons to help drive traffic to your stand.
VIP Balloons has a list of special offers available for The Anglia Business Exhibition and you can find these here