Top 11 Exhibitor's Essentials

There is an element of competition around the exhibition halls as to who is giving away the latest innovative freebies. And we can all spot those delegates whose sole purpose for appearing interested in your organisation's product/service is scattered neatly on the pristine white table at the front of your exhibition stand.

It seems to be obligatory to offer something for nothing - even if the chances are it will end up in the back of your top desktop drawer, the back of your partner's top desktop drawer or, your child's pencil case. Promotional freebies are a great option if you can afford the high risk of ineffectiveness that comes with your give-aways being, well, subsequently given away so that they fall into the hands of delegate's partners and children.

Do they really work and is the role of freebies frightening the frugal fraternity? A question perhaps for another day as we ditch the measurability of exhibition freebies question and guide you in a way that is more authentically successful.

Of course, when one thinks seriously about exhibition must haves surely the list should go something like this: -

1. Eye catching / engaging stand to: -
   - reflect the organisation
   - set great first impressions
   - encourage greater number of visitors (and therefore leads)
   
2. Good use of exhibition space; show your 'essentials' & offer a comfortable discussion 'zone'
   
3. Secure use of any I.T.

The above may make for a robust framework but few exhibition stands really work without real life human beings. Therefore here is a quick top 10 of essentials to ensure you get it right every time. They're in the order of where you may 'fall down' if you do not follow them, however number ten is just as important as number one, if not more so.

1. Immaculate appearance every time - Sleep! Hydrate! Be clean and well groomed
2. Smartly dressed - appropriate for your sector
3. Genuine smile - remember people do know the difference
4. Friendly greeting - greet everyone who walks by, whether they stop by or not
5. Fresh breath - essential
6. Pleasant odour - not too much
7. Demonstrate complete product knowledge - always
8. Be helpful even if you feel that 'no sale' is imminent
9. Find a way of engaging with every person that pauses at your stand (even momentarily)
10. Ask visitors about themselves (and their business if appropriate)
    Read Dale Carnegie's 'How to Win Friends and Influence People'
11. Keep as many conversations on your stand using 'open' body language as possible
    Read Andy Bounds' 'The Jelly Effect - How to make your communications stick'

Of course there are loads more. Books have been written about this subject. But these are the basics of what will prove to be effective and successful human interaction. They cost a lot less than freebies and in an either or situation would be far more effective than using such gimmicks.