The Secret to Pulling Off an Exceptional Exhibition
We've had a very eventful end to 2013 and an exciting start to the year! From store launches to helping new brands get recognised, it’s all go here at Breeze people! December saw a jam-packed Christmas campaign for Cath Kidston where we gave away freebies and prizes to lucky customers in 15 stores. This week we have the Spring Fair held at the NEC in Birmingham, where we’ll be promoting glamorous new fashion brand She Who Dares.
One of the key promotional events that we supply staff for are exhibitions. These huge business showcases are often held at the National Exhibition Centre in Birmingham or Earl’s Court. Exhibitions are essential events for business wanting to increase their brand awareness or launch new products but they can also be tough because many companies face competition from similar exhibitors. Here at Breeze People we are excellent at sourcing exhibition staff who are both in sync with the brand and are also able to communicate the brand message in a friendly manner. Thanks to our experience of staffing promotional events we can show you the ingredients to a successful exhibition.
Eye Catching Stand
The stand or promotional space that you use for an exhibition is really important; it helps to get your company noticed and draws people in. The colours and styles should be in consistent with the company’s branding. Remember to use banners, a colourful back drop and eye-catching signage. In order to make the stand space stand out you can use accessories such as balloons, cardboard cut-outs or play a product demonstration on screens.
It’s really important to create games, competitions or ways that customers can get involved. The more fun people have, the more they associate your brand positively! Don’t forget you can also make use of technology to get people involved- encourage people to tweet or like by offering free samples or discount codes.
Freebies and Samples
That brings us efficiently onto our next top tip: freebies. “Free” is probably a lot of people’s favourite word. It encourages people to come over to your stall or ambassadors because they are curious about what’s being given away. Using words such as “free”, “new” or “limited edition” on the packaging for free products makes them more desirable. We have successfully distributed freebies in store and on the high street for Benefit, Cath Kidston and Pringles.
Alternatively you could have a real-life mascot or character to grab people’s attention. The costumed character can either interact with visitors or simply carry on as though they are part of their own world- either way it will definitely make your exhibit stand out. Recently Breeze People used a costumed character to represent Namco’s Dark Souls II computer game at the Eurogamer Expo. The huge, iron-clad Dark Knight figure wandered round the exhibition and even outside to stir curiosity about the game. We can easily source the right actor to be your character representative using our profiling system, where we can search to specific costume measurements.
Smiley, Pro-Active People
Staff are absolutely essential to making an exhibit run smoothly. It’s important that there are enough people to engage with passing customers, to give out samples and also create a buzz around your stand. Attitude is paramount and here at Breeze People we only hire the most outgoing, approachable and enthusiastic exhibition staff. We select exhibition staff with sales experience so they know how to approach customers in a friendly manner and communicate subtly without pressurising visitors to buy products. We source our staff through a profiling process to make sure they fit with the brand, so for example if you want people to represent your Sports Centre we will supply athletic staff who are sports enthusiasts.
So there you have our top tips to an outstanding promotional event. It takes time and thought to pull off a successful exhibition or trade show stand but with the right balance of components you can really stand out from the crowd.