What I’ve learned… when exhibiting
This image from my archives was taken when I wore sneakers instead of heels for the first time at an exhibition - much more comfortable!
Yesterday, I was helping a client get ready for an exhibition. She asked me for my top tips, based on things I’ve learned whilst exhibiting and wish someone had told me years ago. This is what I told her - I hope you find them useful!
#1 - Decide what to wear from your shoes upwards - you will be standing for long periods of time! Take a spare pair of shoes and change into them if your feet and legs get tired. It's also lovely to travel home in a different pair to the one you’ve been wearing all day. If heels are your usual footwear of choice, I strongly recommend you to think otherwise…. I remember the first exhibition I did when I wore soft sneakers instead of heels (pictured) - bliss!
#2 - Keep a bottle of water handy, ideally in a named, refillable bottle. It’s easy to get dehydrated in air conditioned event spaces, so take sips regularly to stave off tiredness and sooth throats sore from talking.
#3 - Check regularly that your stand (booth) is tidy and clutter-free. First impressions count! This is especially important when your stand is busy. Make sure all your team know what is expected e.g. tidy literature, no empty coffee cups or bottles on cabinets or tables. Keep a cleaning cloth, water bottles etc in a closed cabinet or behind a banner where they can’t be seen.
#4 - Make eye contact and smile with as many passerbys as possible. Smiling immediately makes people feel welcome and more likely to engage in conversation with you. Avoid sitting down, standing behind counters and/or staring at your laptop or phone!
#5 - Practise how you will start conversations with people passing your stand. I’ve personally had best results when I start off in a non-sales way. My top two are: “What are you hoping to discover today?” and (if they seem to be searching or a little lost), “Are you looking for a particular stand?” When using this one, know who is exhibiting around you and have a floor plan handy - I’ve lost count how many times that tiny act of kindness gets them interested in what you do and creates a new lead!
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Hannah is a marketing consultant based in NSW, Australia who helps positive impact organisations, manufacturers and B2B companies to develop markets and facilitate change through successful exhibiting and more effective marketing. If you’d like to discover how you can benefit from our exhibiting experience, do feel free to contact us to discuss our bespoke marketing advice sessions and/or our Successful Exhibiting Workshop.