Trade shows and events, how to make them work for you

Whether you are standing at a local event in your village or an international trade show in an arena it’s important for you to get noticed, rather than a competitor on the stands down the aisle. You may be a seasoned veteran of events or a first timer but it’s always good to take stock and make sure you are getting the most from your investment.  Here are some helpful tips to make sure you get the best from the sizeable investment made in your stand.

What are you trying to achieve?

You’ve taken a stand at XYZ show. Before you even load the car/van, you need to think carefully.

What it is you and your business want to achieve?.

Are you…

  • Trying to sell the stock / products that you are taking with you?
  • Looking to gather contact details for further discussions?
  • Trying to discover who is the key decision maker?
  • Looking to make more people to aware of your brand?
  • Or are you looking for something else entirely?

Some of the answers to the above will depend on what kind of company you are and what type of show you are attending. Having a clear picture before attending the show will enable you to get your ‘look’ spot on.

How will your stand look?

Again, this comes down to what you are looking to achieve for the event.

  • Are you a retailer, looking to sell product from your stand? Then you will need plenty of stock, displayed attractively, and clearly priced. Cash float and the ability to take credit cards will also be important.
  • If you are looking to chat with potential customers, maybe an area to sit/stand. Ability to offer refreshments and stationery to write notes and keep business cards safe will be key.
  • Brand awareness can be achieved with a product or promotional giveaways. You will also need visuals/pull-ups to help people identify who you are. Are they clear, concise and in an easy to read font?

What about staffing the stand?

With body language making up 55% of non-verbal communication. It’s key to ensure that the staff you have on your stand are not only the right type of personality for the event, but that their look best matches your corporate branding.

Depending on the type of company that you run and the objectives of the event will depend on the people you need on your stand. Generally speaking, you should have personable, friendly members of your team that have basic knowledge/understanding of what you are offering. If your product line is particularly specific, then you may need an expert or two on hand for more in-depth questions. However, a team of in-depth experts may scare away people who just want to chat and gather an overview before wishing to make a follow-up appointment.

Show uniform

It’s fair to say that what the team ‘show uniform’ is, won’t be the same for every event, company or organisation. This is where the experts at MyWorkwear can help.

  • It’s probably safe to assume that your logo will need to feature on your clothing. Maybe also the logo of your trade body if you are a member.
  • You could also add words that you wouldn’t normally wear for a day at the shop/office/factory. Maybe your website address, or a quote, phrase or statement. Why not let your stand uniform ask a question to those passing by your stand? An example could be a company offering energy savings. We can print ‘Don’t waste your time and energy, let us save you money today’ on the back of your shirts. Then whichever way round you are standing, your message will be visible. Remember that these tops are only for the duration of the show. Maybe the message can be tailored to that particular event.
  • Will you be wearing shirts, polo shirts or t-shirts?
  • Will you need trousers, skirts or shorts too? Again this depends on what your company do and what type of show it is.
  • Let your team wear comfortable and supportive shoes. Standing on your feet for a long day can be painful if your team wear uncomfortable footwear.

Before you arrive at the show

Utilise the marketing that the show organisers have in place. Check out any # that they are using and jump on their bandwagon. Advertise on your own website and social media channels that you are attending. Let your customer base know as they may want to come and meet with you. Being at a trade show or event can be costly in terms of money, time and manpower. Make sure it works for you.

If you are standing at a trade show or event, why not contact the team at MyWorkwear. With over 42 years experience in dressing the UK workforce, let us help you to achieve your event objectives.