In order to best tailor your exhibition stand to the event, it’s important to know who will be attending. This doesn’t just refer to the number of guests, but also to their expectations from the event, the competitors who will be attending, and a wealth of other factors.
How many guests will be attending?
Information about venue capacity is usually available on a venue’s website, and possibly even in the exhibition information you receive on sign-up. Be sure to consult this so you can ensure you have enough staff and resources available.
Who are the guests likely to be?
The answer to this question may not be as easy to gauge, but any information you can get pertaining to the professions of the guests will help you tailor your approach. Are they mainly existing customers, for example? If so then you need to focus on maintaining their custom in favour of existing brands. Are they manufacturers or suppliers? If so more emphasis needs to be given to this aspect of your business.
What other companies are attending?
Again, this information may be available in advance on the event’s website. Determining the nature of the companies attending may give you an idea of the guests’ priorities also. For some events this is easier than others: events that focus on a very specific field, for example. Based on the other companies who are attending and the possible effect this will have on the guests’ priorities, you can alter your approach to fit their interests.
Which competitors are attending?
If competitors are exhibiting, it doesn’t need to be a headache; see it as an opportunity to attract their potential customers! This can be especially true if you know they’ll be there in advance, in which case you can include incentives in your display to entice over their customers or the guests who are unsure which way to go.
So as you can see, there are benefits to be gained from researching the audience of an event you’re attending, both in terms of knowledge, and even the possibility of new customers.