Why visitors stop at your stand
Tradeshows are an excellent possibility to gain sales contacts. In order to do so you should make sure that your desired contacts can find you. In this article we show you the ways we recommend on this purpose.
Some time ago my wife and I visited a exhibition for prefabicated houses. We want to build a new house. The exhibition area was quite large. More than 30 manufacturers presented their houses. We walked along the pathways having documents of our property with us. At some houses we passed immediately, at others we stopped for a moment. At a few houses we had a look inside.
How did we make our choices?
We passed all houses that we judged to be unfashionable, outdated, simple etc. We occasionally stopped when houses had a detail solution we thougt to be clever – a solutions that we did not think of before. We entered houses that got our attention with a special design or signs and posters pointing out special items.
Why did we stop?
Normal houses did not draw our attention. If you do not intentionally look for them because you got a recommendation you will not find them no matter how good the service offered may be. Judging from myself I want to see at least one clever detail before I get truly interested. A company has to show that they really thought from a customers perspective.
3 reasons why visitors stop at your booth
Standard stands, just showing that this is stand is from company X will be ignored. A company that does not show its identity, will be ignored. Some time ago an exhibitor told me at such a stand: „Our market is devided. Everyone knows us – even competitors – you cannot do anything with design.“ The mistake: I know all manufacturers of prefabricated houses and because I do so it is important for them to show their identity.
The second reason why people stop are nice details. Italian coffee-machines still have a lot of chrome. These machines draw attention. It is the highlight in every coffeeshop. One of the houses we saw had a wall made from glass that separated the living-room from the garden. The rest was average but this wall was a highlight. We entered this house. At a tradeshow you can work with optical elements, odour, accustics or touchable elements. Do not use food to attract visitors (unless this is the purpose of the show) because those who stop because of food will never be your customers.
The third reason why visitors stop is to show them the use they can make of a companies products. One of my customers, a huge producer of plastics put plastic elements on the floor that looked like real wood. The got 1.250 leads out of 7 days tradeshow.
