If you’re exhibiting at a fair you’re going to need to make the most of it, because of the most part it is quite a gruelling experience and certainly not one for the faint hearted.
However, if you’ve done your prep and go at the task with a high level of enthusiasm, you should find exhibiting brings you a lot of business.
One thing to remember is that there isn’t a particular ‘formula’ for making a fair a success for you, but there are some guidelines you can follow to get the most out of the exhibition.
Here are some tips to help you:
Who is the fair aimed at?
As with any business or sales scenario, you need to know who you’re targeting. If you don’t have a good idea what type of people you’ll be pitching to, you’re pretty much selling blind. So if the show has a particular niche, firstly ensure you fit that niche, or can fit that niche, then tailor your stand and sales approach to your specific target market on the day. By doing this you’ll find your selling technique has a lot more direction.
Are you guaranteed foot traffic?
You can have the most amazing stand in the world, but if no one turns up to even walk past it, that’s wasted money and wasted time for you. Ensure the fair you are going to is being marketed well. Check it’s being promoted on social media and in relevant publications. A quiet fair is not going to be a successful one.
Are extras included in the price of your exhibit space?
What is included in an exhibit space can vary greatly depending on the venue, so check this beforehand to make sure you know what to bring. Generally internet, electricity and furniture are included in the price but this is not always the case. If you have a full portable display bought from RAL Display you’ll want to check the size of the space to ensure your display fits well. If you book in early you can usually choose your exhibition space position, although you may have to pay extra for prime visibility.
Are you collecting the details of everyone showing an interest?
Don’t be afraid to get your clipboard out and sign people up for followups and mailing lists. People may not part with their money there and then, but that doesn’t mean they won’t in the future. Don’t lose those leads by letting interested people walk away without at least leaving an email address.
Try and get interested parties to attend
Try to get customers who have already bought from you or who might be buying from you to attend. This will give you support on the day and means your stall already has guaranteed interest. Your current contacts will also appreciate you letting them know about an event that would interest them, which will give you instant brownie points.
Do your own promo!
Even if the fair is being promoted in all the right places, it’s not being promoted on your blog or social media accounts. Do your own promo and let all your followers and subscribers know about the fair. You could even give your followers an incentive to attend and give them an exclusive code to collect a free gift if they turn up on the day.
Speak to other stallholders
There is infinite business opportunity at fairs, so make sure you network, network and network some more! Making friends with other stallholders means potential referrals and good business connections can lead to more long term working relationships. Don’t discount anyone – talk to everyone.
Make the stall look good
You might have the most amazing display stand at the exhibition, but if you’re standing behind it looking a bit fed up playing with your phone, people simply won’t approach you. Stand proud and look enthusiastic about what you’re promoting. People make a judgement in seconds so just think how many customers you could lose by looking bored with your arms folded. Always put your best foot forward.
Remember, if you do a lot of planning and research, there’s no reason your stand won’t be the best stand at the exhibition.