The most efficient exhibition stands are the ones that plan for successful customer interaction. This implies taking into account the way the potential customers experience the interplay from the minute they approach the stand till they walk away. Your plan is to bring them in and create an effect that will endure long after the show ends.
I have experienced each ends from the spectrum when attending conferences. Lousy experiences usually include exhibition stands that had been thrown together at the last minute from last year’s display, product information that seems to have been written in a different language, and a sales individual that clearly wants to be anyplace else than at the show. One conference specifically stays in my memory, where some guy approached me and had that used car salesman quality to him. He didn’t engage me and find out if I had any questions about the merchandise. Then he questioned why I didn’t have a wallet out to shell out for his merchandise by now! The truth is, he started to be quite demanding when we politely declined and it got to the point we had to turn about and leave.
The best experiences are far more pleasant. The event which comes to mind was at a veterinarian convention. The show was very busy, with lots of vendors, but a single stand was able to catch our eye. The region for the merchant wasn’t very large but they utilized their space well. There was a video recording showing how their merchandise did the trick, samples that prospective customers could pick up, brochures customers could take with them plus a knowledgeable and friendly staff who didn’t appear anxious. They welcomed us politely, asked questions about our requirements and specifications, nevertheless they weren’t manipulative and left us to browse when we suggested we’d like a little of room. They made it possible for us to select among the tools and see the recording. As we prepared to depart, they inquired if we desired any additional information and were plainly well-informed about the products and business. To sum it up, they were helpful and competent.
It is all about your customer – the things they see, feel, and experience. If the demonstration is dreadful or the staff is manipulative, this will leave a bitter flavor in the mouth of the consumer. However, if the merchant will take the time to organize a professional looking display stands, manned by qualified personnel that are polite, knowledgeable, and helpful, then the experience is a lot better. Potential customers will appreciate and remember the experience and also the information, and bear a a lot better chance to really grow to be customers.