How to Attract Potential Customers to Your Exhibition Stand

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Offer product demonstrations to interested attendees.
Offer product demonstrations to interested attendees. (Image: George Doyle/Stockbyte/Getty Images)

Attending trade shows, fairs and other events may increase your sales and enlighten individuals about your products and services. Despite rows of exhibition stands, you can make yours stand out to attract potential customers. Seek out the appropriate events and ensure you get prime placement on the floor. Set up your exhibition stand with bold, prominent signage, interesting giveaways and greeters who will attract potential customers. Showcase your products, making them easily accessible to attendees.

Things You'll Need

  • Signage
  • Promotional giveaway items
  • Stands
  • Shelving
  • Tables
  • Displays

Participate in events where you may find a customer base. For instance, if you're a jeweler, participate as a vendor in a jewelry show that's open to the public. When you sign up to participate, ask the organizer if you can choose your booth placement. View the layout map and request preferred placement in a heavily trafficked area near other exhibits.

Advertise your exhibition participation by placing ads in local papers, town newsletters and radio, if it's affordable. Engage in a direct mail campaign by mailing postcards and sending emails to anyone on your mailing lists. Place an alert on your website with event details. Advertise “door” prizes, treats and other giveaways to attract people to the event and specifically to your stand.

Set up your exhibition stand with prominent signage indicating your business name and website. Place banners, flags and large signs on each side of your stand so people will immediately see your business name. Ensure your signage is easily readable and attached firmly, without other objects blocking your name. If people pass by and don’t see who you are, they'll be inclined to keep walking.

Place promotional objects on a table at the front of your exhibition. Put colorful, eye-catching toys and objects -- such as pens and key rings with your business name, logo, website and phone number -- on the table as handouts for potential customers. Those drawn to the free items may take a few minutes to linger at your stand to look at your products and services. After the event is over, those taking the promotional items may continue to use the objects, giving you another source of advertising.

Use greeters to attract the attention of passersby. Hire a celebrity, if your budget allows. Align the type of greeter with your products and services. For instance, if you sell clothing, hire attractive models to wear the clothing and stand at the entrances of your stand. If you sell pet products, bring your dog and walk him around the event, stopping to talk to attendees. Greeters can drive individuals to your exhibition who wouldn't normally stop by. Once your greeter draws a crowd, seize the opportunity to demonstrate your goods.

Present your products for sale on tables, shelves and hanging bars. Make your display uncluttered, easily accessible, and place it at eye level or lower. Allow potential customers to handle your goods to get an idea of each product's quality. Hand out brochures, catalogues and other communications about your products to those who stop by your stand.

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