Humanising Your Show Space: Targeting, and Talking To, Your Audience

One of DCE Agency’s most recent projects has seen the CEO of the client describe their event as an “unforgettable experience” and agreed that “disruption starts from the core and should be reflected in everything we do – even our events”.

Indeed, working with our team helps you craft an unbeatable memorable event presence that stands out amongst the crowd; but how? John Cox, DCE Agency Director, explains:

“We love nothing more than showing that there is no one size fits all approach to B2B marketing. We’re still engaging with humans, and as humans, we love to be surprised and entertained. If the content is relevant and aligned to your business mission, you’ll be remembered for so much longer creating an emotional and exciting brand experience.”

Our approach is something that many thought would be lost post-pandemic: the human touch. It’s through these small touches that AI and tech simply can’t manage that we form connections. But how can you achieve this with your exhibition stand space? You may be surprised by just how little you need to invest…

Know Your Audience

There’s no better way to connect with your audience then speaking to them where they show up, how they like to be communicated with and presenting them with something unlike any other brand experience they have. Knowing the demographics of your audience alongside their wants, needs and interests allows brands to craft an event presence that best tailors to their target and allows you to brief any staff working on the stand with clear, consistent brand messaging.

Talk About What You’ll Be Doing

Use social media, email and your web presence to promote your brand’s attendance at events before they happen – and explain what you’ll actually be doing there! Inviting attendees to visit your exhibition stand for a specific showcase, activity or experience feels personal and improves the chances of footfall on the day.

Stand Out

Bustling exhibition halls full of people eager to grab freebies, meet new people and head off to workshops and presentations can prove tricky to gain attention in. DCE Agency’s in-house creative team craft entirely bespoke stands to fit your brand look and feel and stand out amongst the crowd – meaning your audience will make a beeline straight for your stand and want to talk to you about it, rather than spending time amongst competitors.

Keep It Clear

All brand messaging needs to be consistent, clear and appropriate for your audience. If messaging doesn’t resonate with your target audience, they’ll simply walk on past your stand space and not engage in the intended way. Ensure all staff understand the brand approach and objectives for the show, and keep language free of unnecessary ‘blurb’, jargon or complication. Have further information or details on hand if requested – brochures can always be handed out or e-guides downloaded as needed.

Interact!

It’s all well and good having a stand that looks great, but you need to draw people in through the human touch as well as eye-catching design. Once attendees approach a stand they should be greeted; but those manning the space should be able to judge who wishes to interact more and who doesn’t right away. DCE Agency often offers designs with varying levels of interactivity for all appetites. Make sure you have the right people on site to engage with your audience and leave a positive impression.

Collect Data – And Actually Follow Up!

Ideally you’ll be able to collect contact details from event attendees who visit your stand – be it through the traditional means of a business card or through other interactivity. A data-safe method of collection should be used, of course, and then the key is in the follow-up. Avoid sending out generic marketing emails to contacts after their visit and instead take a bespoke approach to reach out and connect with stand visitors later on. They’ll appreciate the extra effort and will be pleased to be remembered amongst the hoards of people at the event. Find them on LinkedIn, drop them a courtesy call or email, or invite them to a meeting or further event. It’s not all about immediate sales – but rather about building strategic relationships for future developments, and future exhibitions!

DCE Agency are experts in crafting bespoke exhibition spaces that capture the imaginations of event attendees; and the follow-up and activity is in your hands. Learn more on our approach and chat with John (john@dceagency.com) on +447595 895836 to start planning your next event!