London is one of the major centres for trade shows in the south of England. With world-class venues like ExCel, Olympia, the Business Design Centre and the QEII Centre, you’re never far away from a trade show in London.
It doesn’t matter what industry you’re in, as an exhibitor, you’ll need to make your exhibit stand out from the crowd. There are thousands of visitors to the large trade shows and exhibitions, and you’ll be in the middle of a very noisy environment, not just when it comes to sound levels, but also visually and in terms of the amount of marketing literature handed out.
Every company exhibiting will be trying hard to attract people’s attention and there will be gimmicks galore, branded promotional goods and huge amounts of sweets available for people to grab as they walk by.
But are the companies that hand things out to anyone and everyone who passes by actually targeting the right people? Such a scattergun approach could well attract a lot of people to your stand, but in reality, it’s more likely to attract junior staff who fancy another Quality Street rather than the decision makers you need. So while you may well get your promotional literature into a potential client’s exhibition carrier bag, will that be enough to attract any deals?
If you’re going to invest so much money in attending a trade show, wouldn’t it be far better to create a space that’ll attract high-quality clients so you get a higher return on your investment? Same goes with the branded merchandise that you wish to give out. Depending on the show, a high-end promotional gift that you selectively give to interested visitors may have a bigger impact than handing out unbranded sweets.
