Elise Mizzi - If you’re exhibiting at a field day - or any event for that matter - here are some top tips to make sure you get value from the time and money you’ve invested.
- Make your stand worth visiting.
People will notice when you put a bit of oomph into your stand – and when you don’t. If you’re going to show up, make it worth your while. Choose a theme or do something new and interesting. Think about investing in professional stand design, and keep an eye out for stands you like at other events so you're always adding some ideas to keep it fresh.
- Send the right people.
If you want ROI, send your best people. You've all seen the site where there's people in the corner talking to themselves, appearing as if they hope you don't join them. You don’t want to be those people, and you don’t want those people representing your brand. Ensure your people get out there, get engaged, and get talking.
- Keep your targets reasonable.
Understand what a field day can deliver. It’s part of a marketing process. Not everyone will give you a sale right there at your stand but that doesn’t mean you’re not influencing them. This is your chance to show your brand in its best light and start making those relationships that can turn into sales later down the track. Make sure you’re gathering contacts!
- Think about your marketing collateral.
Take it from a seasoned die-hard: your merchandise will work a lot better for you if you put some thought into it. Get your brochures updated to make them stand out and consider quality merchandise that people will really want, perhaps a phone charger for example. And make people visiting your stand work for it. A quiz or at least a spin of the lucky wheel will get more investment from them and it’ll help you gather leads.
- Go to the after-hours events
Believe me – I know it’s hard to muster up the energy after a long day to go to the events after the field day closes! But if you can, make the time and the effort to go. This is where some of the best things happen. People tend to have better and more relaxed conversations – they share more detail about products or services they’re thinking about investing in, and are more inclined to connect in this laid back atmosphere. Go along, grab a drink and be open to whatever might come your way.