16th April 2010
This articles will give you a few insights as to how a sidewinder
banner stand could possibly help you in dominating the next trade show
your company represents itself at. The problem with trade shows and
other exhibits is that they represent a double edged situation. On the
one hand, there is a far vaster density of customers and potential
customers at these events than you would meet up with in the course of
any other event.
Customers are naturally attracted to these events, because any customer
with common sense is always searching for the best possible deal, and
as such, will ensure that he or she is present at these event to
examine options. This attitude on the part of the customers represents
a considerable opportunity, of course – every trade event is an
opportunity to pick up more customers.
But it also represents a threat, because with each of your competitors
represented, the chance of losing out on potential customers is great
indeed. So of course you need to have a superb exhibition, perhaps
enhanced with the latest sidewinder banner stand. Because if you do not
make this effort, your competition will. Each competitor understands
the opportunities and risks represented by a trade show, and each
organisation comes to a show determined to outdo its competitors.
This is not necessarily a bad thing – after all, it is this competitive
instinct that keeps a business dynamic and growing. All you have to do
to dominate a trade show is to ensure that your competitive instincts
are better developed than your competitors. You need to develop
strategies that approach marketing your company at a trade show on
several different levels and to develop a fine tuned approach at each
For example, you need to attract customers to your exhibit from a
distance – the best way to do this is with a sidewinder banner stand.
But of course that is hardly the only approach – you need to bolster it
with the help of dedicated sales people that you scatter all over the
exhibition area, who will actively approach and engage potential
customers, hand out promotional leaflets and of course, direct them
towards your banner and your exhibit. This magnifies the 'distance
marketing' that your banner stand represents.
After all, it's hardly any use to have a beautiful exhibit at such an
event if you cannot – or do not – ensure that most of the customers at
the event visit it at least once. Remember though that this 'distance
marketing' will hardly be effective without an attractive sidewinder
banner stand that your people can direct customers towards.
And that is only one level of your marketing strategy – then, when
customers actually approach your exhibit, you need to ensure that they
are impressed by it. Again, this is done on several levels. First, you
ensure that you exhibit stand is itself something worth seeing –
perhaps a custom designed piece that is truly original and worth seeing
and which will catch a customer's eye.
Then you need to make this even more attractive – this can easily be
done using smaller banner stands that can showcase your different
products, and even your company profile and ethos. Use good design
combined with a sidewinder banner stand or two, to make things
attractive as well as informative – engage the customer's mind on
different levels, and so make your marketing effort a rousing success.