It’s always good to look for the positive in any situation. While on the surface, it may seem that small exhibitions may be a problem, they are quite the opposite. In fact, for the more opportunistic exhibition marketer, they can be a powerful tool. A positive approach can get you even more value out of a small exhibition than many larger shows.
A small audience can mean big connections
There may not be as much traffic throughout your stand, but the upside is that you have a great opportunity to reach out to key contacts and organise meetings. They are likely to have fewer commitments because of a smaller show floor and fewer activities. Make a good case, and get an appointment before or after show hours.
A small space can create a big impact
Your stand space is likely to be slightly smaller, so make every centimetre count. Make sure every part of your space reflects your brand. Other exhibitors may use table top units at the back of the space, with another table at the front which can act as a barrier. Open up your space by opting for a large, brightly coloured graphic which spreads across a couple of banner stands. Add custom flooring to define the space.
Small spaces are great for big meetings
If you need to travel to the exhibition, book your hotel early so your staff can be conveniently near the show venue. Its a good idea to book a room in hotel with meeting spaces so that you can connect directly with your target audience.
A small inventory is a big opportunity
You can’t stock a lot of brochures in a small space, so make the most of your electronic literature. Use a tablet to load your electronic library so that you can share information with leads right from your stand. If you need more information than just an email address from a lead, use a lead gathering app, such as Marketpoint or iLeads. Don’t forget to find a power source to recharge your tablets.
Small sponsorship, big ideas
Organisers of smaller shows may be less experienced than those affiliated with larger shows, and so may offer fewer sponsorships. These sponsorships also may not be as well communicated as larger show counterparts. This is a great opportunity to make your sponsorship something new. Think about sponsoring wifi for the show, charging stations, signs, banners, show directories… be creative and bold, all they can say is ‘no’. And if your sponsorship idea works, you can make the most it again at future events.