Each company has its approach to preparing for ONS, one of the major energy exhibitions taking place August 26-30 in Stavanger. However, it's important to learn from each other, the good and the bad. Here is an overview of the good communication practices that you should keep in mind:
1. Clarity trumps persuasion
Appealing to your visitor's visual senses is crucial. A typical scenario: An attendee walks up to an exhibition stand, takes a long hard look at the marketing material and asks: "So what exactly do you do?" Or worst, the attendees won't even stop by your stand.
Don't make your visitors guess what company you represent and what it does. With only a glance at your stand anyone should be able to say, in a matter of seconds:
- Who you are
- What you do
- What are the benefits of using your product or service
Focus on clarity.
2. Think differently — gain a competitive edge
Banners, brochures, merchandise are some of the traditional tools of presenting what your company does. Try something different. A short explainer video playing in a loop is a good eye-catcher when you have only a few seconds to present your product or service to your target audience.
Remember to stay away from buzzwords, long hashtags, vague vision-mission statements, generic stock photography, and other cliches.
3. The perfect amount of information
Providing too little or too much information can be either uninspiring or overwhelming. The opening for grabbing the attention of your audience is slim. Therefore, the amount of info that you deliver at each stage of the interaction is the key to raising interest and starting a productive professional relationship. Remember, every second counts...
4. Categorise your visitors
Qualifying means collecting insight that is essential to make a good judgement. Every visitor could be a potential sale, so initially treat everyone equally. Remember to ask questions and dig deep into how you can help solve your visitors' problems. Without information, you won't be able to qualify your prospects, and therefore, you won't really know whether it's worth to invest your time and effort into trying to make a sale.
5. Strengthen your audience's experience
People attend exhibitions to engage with your brand, get to know it better and find reasons to do business with you over all the other competitors at the show. Exhibitions are a great way of showcasing your product and at the same time offering your potential customers a memorable experience.
6. Keep it tidy
Make sure to keep your stand is neat by removing all unnecessary things. Nothing sends a more misleading message than a half-drunk cup of coffee or a half-eaten sandwich on display. Keep it professional and balanced — remove all the meaningless "noise", but make sure it doesn't look empty.
7. Stay busy
Keep your staff occupied — a bored team with nothing to do sends a wrong message. If things are going slow — take a walk around the exhibition — talk to other exhibitors, make mental notes what other stands are succeeding at, give out brochures at the entrance and guide them to your stand.
If you are thinking of ways to attract the attendees to your stand during ONS 2018 consider making a short, eye-catching explainer video to make sure your stand has the "Stop Effect".