With shows like MACH UK hosting more than 25,000 visitors in 2016, and the TCT show welcoming more than 10,000 attendees from over 40 countries, there is a huge opportunity to make an impact if you’re exhibiting at a trade show this year. Here, we outline top tips for trade shows in 2018.

Jade Sammons, senior account executive, Stone Junction

It’s all about tech
It’s no surprise that incorporating technology into your trade show stand will continue to be a trend during the 2018 exhibition season — but don’t worry, it doesn’t have to be complicated.

Simple tech, like touch screens and tablets can still make the difference between a sales lead interacting with your booth or simply walking by. However, if you’re able to push the boundaries a little further, using virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) in your booth can be a showstopper.

VR, for instance, can let your customers view your products or your manufacturing facilities without stepping away from your booth. Whereas AR could show pop-up information tags or video guides to static elements of your booth with the use of a tablet.

Engage the masses
While technology can attract visitors to your booth, an authentic and engaging conversation with your representatives will be your most valuable asset. You may think having the loudest and most confident member of your team front-and-centre on your stand will do the trick. However, visitors may think otherwise.

No-one wants to be bombarded with a fast-talking wise guy. Having staff who are good listeners on your booth means that they will actually hear the customer’s needs and make considered and insightful recommendations. An authentic conversation is invaluable, particularly in the digital age.

Remember, the staff on your stand also need to be properly trained on your brand story. Giving those working the long and tiring trade show days three key messages, or ‘points of refuge’, for them to return to can really help to ensure your messaging is consistent and cohesive.

That’s where we can help. We can support you to establish your brand look and feel, offer advice on determining the ‘points of refuge’ for your on-site staff, and provide insight into the best trade shows for you. Just call +44(0)1785 225416 or email to find out more.

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