Presenting from your exhibition stand is an excellent opportunity to engage a curious and quality audience. They want to know more about what you offer and you can do just that by speaking about your very latest developments.
However, in order to make the most of this incredible opportunity it’s worth reviewing how to make stand presentations really work.
To help we have highlighted 5 key tips for you.
Decide what to say
To ensure that you grab the attention of your audience you will have to be clear on what you want to say. In a busy exhibition with many distractions to take the focus from your presentation you need to deliver a compelling presentation.
Remember to sell benefits, not features. This means that almost everything you describe about your product or service should be followed with the line “which means that”, “so that you can” or “giving you”.
You can provide a story or a case study of how your product or service will help your audience. Help them internalise how your offering could work and be valuable for them.
Decide how long to speak
How long should you speak for? What do you need to say to make your point and develop interest? Remember the goal of speaking from your stand should be for you to create leads to follow up. Attention spans at trade shows can be even shorter than in other environments. There is constant movement of people and other trade stands may be distracting your audience.
It is essential that you consider how long you can hold the attention of your audience and get your key message across. Once you have decided the timing make sure your practice to deliver to your time. Do not go over it.
Practice, practice and practice
If you want your presentation to be successful and generate those all important leads then you need to be as professional as you can. This means you need to practice. In our earlier tips we looked at knowing what you want to say and for how long. Now is the time to bring this together. What does it sound like?
Make sure that you do not talk in jargon, or assume that every visitor will be technically proficient in every aspect of your marketplace. Visitors at trade shows range from people that are new to the industry to those that are veterans. Keep your language simple and your message will be well received.
Use a microphone
The exhibition environment is unlikely to be conducive to your voice carrying to all your visitors. In other words they may not hear you. Especially when you consider that your colleagues will need to deal with other enquiries from visitors to your stand whilst your presentation takes place.
You should consider using a microphone and a couple of small speakers. If they are set up correctly, they should deliver your message clearly and cleanly and without upsetting your neighbours.
Manage your audience
Manage your audience and let them know what is expected of them. For example, what do you want to do about questions they have? Do you want them to ask questions throughout, or would you rather they waited until the end of your few minutes of your presentation? Decide on what will work best. Some questions can lead you away from the main point of your speaking slot.
But, be sure to concentrate on your audience, not your presentation. Make eye contact, to gauge how people are receiving and absorbing the information. Use open and friendly body language, with lots of expression. Your audience will respond in the same way.
Remember why you are speaking
It’s important not to forget why you have decided to make a presentation. What do you want as an outcome and how will you measure if you have been successful? A lot of work needs to go into delivering a great presentation from an exhibition stand. Make sure you know what success measures you will use to evaluate your presentation.
Don’t forget to have a plan for when you finish your presentation. If you are collared by just one of the audience, the other people whose attention you caught might wander away. Therefore have your colleagues ready to move in and deal with the enquiries.
Be prepared to take these simple steps, and you will achieve much better results at your next exhibition.