This was the question a friend was facing, who is also a marketing consultant. The other exhibitors were big companies with big budgets. So their stands would look rather flash.
So I suggested going back to marketing basics …make the stand about your visitors, not about you. I suggested we brainstorm 100 or so quick “marketing ideas” that we could “paper” the walls of her stand with. That way, people would hopefully stop and read – then engage with her – rather than just wander past.
So, how did it look and how did it work? I’ve included a picture in this post. It actually looked pretty good, and cost around $10 in production. And how did it work? She got 23 leads in 2 days – and she only needs 3-4 to turn into business to make it a worthwhile exercise.
Yet again proving – a little bit of tenacity and creative thinking beats a big budget every time.
So next time you’re doing an expo, rather than fill your stand with posters and logos about you – why not make the space about EDUCATING your market. Cheaper AND more effective.