Pigs Can Fly!

pigs can fly

We all know them, the people in life that come out with the most ridiculous statements, and what do you do? Roll your eyes and walk away? Well 99% of us do…

But have you ever noticed how so many companies fall in to this trap with their marketing? This couldn’t more true at some exhibitions I have visited in the past.

So many companies design their entire stand around advertising the new, all singing all dancing features, that they forget the basic principle of selling…you need to find out what the customer wants and give it to them. If you are making outrageous statements all over your stand before you even get to speak to the customer, you have little to no chance of ever making a sale, or even having a conversation for that matter.

The key to avoiding this is follow these simple, yet incredibly effective steps.

  1. Before you even start brain storming ideas for slogans, straplines and USPs, you need to profile your ideal customer. Don’t be afraid to go into great depth about this, even down to what this person would do with their spare time, the more detail you have, the more you can tailor your approach towards them. It is also vitally important to remain realistic at this stage, for example your ideal customer could not be an astronaut billionaire that lived on his own island…as unless your business plan focuses on having one (or even no) customers this wouldn’t be the safest bet. 
     
  2. The next question to ask yourself is this, would this person come to this exhibition? If the answer is no, find the exhibition they would attend! It is a waste of money going to exhibitions where your ideal potential customers do not even walk through the door. The type of people at an exhibition is key to maximising your return on investment.
     
  3. Now you have your ideal customer and you know they will be at your exhibition, what are the benefits to that person of your product or service? This is so crucial that you identify the benefits to the client and NOT the all new features it has and how it is so much better than your competitions. The potential customer does not care about how much better than everyone you are, they care about what your product or service can do for them.
     
  4. You now need to come up with your strapline/slogan/USP.  I am no expert in this but these blogs should help with that!

http://www.inc.com/ss/5-tips-for-writing-an-effective-slogan

http://fizzle.co/sparkline/unique-selling-proposition

http://www.marketingnerd.co.uk/how-to/writing-a-marketing-strap-line-that-means-something/

A little tip! If you are struggling to get inside the customers mind then print a pair of foot prints out, put them on the floor and physically step into “the customers shoes”. It may sound silly, but the act of physically stepping on to the footprints and into the customers mind will help you really get to grips with the concept!

I will leave you with this thought. Whatever you do, do not make outrageous unbelievable statements, people see right through them, whether they are verbal, written, or printed on an exhibition stand. Be honest clear and concise with your message and you should have no problems making your next exhibition the most successful yet!

Need your very own exhibition stand design? We offer a completely free, no obligation design service. Follow this link for more details! 

https://www.plus-exhibitionstands.com/free-exhibition-stand-design.html

Tom Bristow

Tom Bristow

Tom Bristow is the Managing Director of The Plus Group and has worked in the exhibition industry for over a decade. He is passionate about the service his company provides and he eats, breathes and sleeps everything exhibitions.

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Plus Exhibition’s flexible exhibition stand services are the most cost-effective on the market. You can commission a bespoke exhibition stand that’s tailor-made to your specific requirements or hire one of our exhibition stands on a recurring or one-off basis. Our custom hire service is fully project managed from start to finish and includes free exhibition stand rental, as well as expert installation and dismantling of your equipment.

Plus Exhibition specialises in one-off bespoke exhibition stands that can be reused time and again. We supply your custom, bespoke exhibition stands with full design and build services, including a free consultation and 3D render that shows what your stand will look like. You can rest assured that it will meet all your requirements.

Invest in a self build solution and plan for cost savings. Commissioning a bespoke, self build exhibition stand will maximise your opportunities to increase sales, while minimising the cost of attending shows. Our stands are designed to be super durable, easy to set up and will pack down as small as possible, for convenient transportation and storage. We include training in setting up your stand if required.

You can benefit from our free hire plan. It is the most cost-effective exhibition stand rental scheme on the market. You only pay for your graphics and the installation and dismantle service, as we loan you the stand hardware completely free of charge. However big or small your stand is, hardware hire from us is still free. There are no strings attached or ongoing commitments, and our rental plan can save you up to 75% on the cost of exhibiting at further shows. As the installation and dismantle is done for you, all you need to do is show up and exhibit.

Quinn bespoke exhibition stands
Auto Guru exhibition stand
BDO exhibition stand

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We can provide you with a rough price over the phone when you fill in our simple quotation form, or you can take advantage of our free 10-minute consultative phone call. We can then provide a free 3D render of your proposed stand and supply an in-depth no obligation quotation video. The exact cost of your stand will depend on the setup, and whether you choose to hire a stand on an ongoing basis or commission a self-build stand for reuse and storage.

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What Our Clients Say

We’ve worked with a range of brands to create unique designs that do all the heavy lifting at your exhibition, so all that’s left for you to do is provide a welcoming smile to the visitors inevitably flocking to your stand. Our clients include small start ups as well as multinationals such as Sainsbury’s, Google, Specsavers and Apple.

Here’s what our clients say about us:

Racoon Exhibition Stand Review

I was going to drop you an email…it was on my to do list J find attached a few pics but I will let you have some more when I get them. If you could let me have yours too that would be great, thanks.

I wanted to email you because I have to say I am very impressed with your company…

Auto Guru Exhibition Stand Review

Our whole team is very happy with the stand. Thumbs up to the guy who built our stand and you of course.

I attached one of the photo that I took on Day 1, it would be great if you can share it on your social media page…

Quinn Building Products Exhibition Stand Review

I just wanted to say a massive thank-you for your help with the creation of our stand! We were very pleased with the way it turned out and the professionalism and support we got from you all when we were working on the design of it. Also to Jamie and his team for doing an excellent and extremely tidy job of erecting it…

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