How to Transform Your Exhibition Stand Into a Lead Generation Machine

Here is the first in a series of "hints and tips" to help you get maximum number of qualified enquiries, bolder presence and impact, more publicity for your company, and two to three times greater financial return from your investment in the show.

Critical factors you should consider when planning your exhibition:

Too many of the exhibition efforts I see are nothing more than a time consuming waste of money. They do little to educate prospects or build credibility. This inevitably is down to poor preparation and research.

Therefore it is crucial you set specific objectives for the show. This way you can measure and compare your success at different events throughout the year. Here are some examples of the types of objectives you should consider, and commit to achieving:

One of the first key factors you must consider is how you will get prospects to visit your stand. So many companies I have come across think that turning up on the day without any pre show activity will still get them prospects. Wrong! These companies usually end up placing the blame on the exhibition organisers for lack of qualified leads.

So what’s the best way to get these prospects to visit your exhibition stand?

Before anything else you must decide on a benefits led theme to your exhibition and create a theme that will carry all the way through your marketing communication material.

First write a benefit-led invitation letter. You must give your prospect a good reason to take the time out of their busy day to visit you. Tell them precisely what they’ll learn by attending. Keep your message positive... this is your opportunity to give them a good reason to come and see you.

Don’t forget your prospect will be scanning your copy looking for "What’s in it for them".
Bullet point your copy to highlight what’s in it for them by using phrases like:

We’ll reveal….
How you can….
You’ll discover/learn…

Consider researching your target market’s biggest fear or key challenge. If you don’t know, ask them. Make it the focus of your stand. Your prospects will be reassured you understand their problems and this will guarantee their attention. Remember you are selling the end result – your solution to their problem.