Although trade shows were being declared as dead and buried a couple of years ago, I’m pleased to say that, mostly, they are still going strong. There’s nothing quite like being able to meet customers and prospects face-to-face in one place at one time with all of the tools at hand to show off and impress.
Your trade show booth is like your shop front. These days, retailers go to all kind of extremes to get people through the door. Take the scantily clad surfer dudes who hang around outside Abercrombie and Fitch posing for photos, or the fake queues outside designer stores that supposedly can’t cope with more than a handful of customers at a time.
Whether people are shopping or visiting potential suppliers at a trade show, something different, attractive, interesting or intriguing will capture their attention. And the feeling they might be missing out is sure to send them in the right direction.
In the cosmetics and personal care industry, there are a number of shows and conferences around the world that are not to be missed. But competition remains high to attract attention and make the most of the significant investment that comes with exhibiting.
Creativity is essential if you are going to stand out without breaking the bank. Here are some of our ideas that may spark that winning draw for your next show.
- Lighting – use modern lighting, such as filtered, wash or neon lights to add highlights and accents to your stand’s most important features. Backlit panels, walls and graphics can help catch the eye. Try linking your lighting with the markets you are targeting – why not create a large make up style mirror with spot bulbs around the edges so your customers really feel at home?
- Scent marketing – traditionally used by food retailers, scent marketing is worth considering in the sense-oriented beauty industry. Think about how expensive hotels, spas and shops smell these days. They often have a signature scent that becomes part of their identity. You can incorporate scent into your trade show stand and capture visitors without them even realising it. If you sell fragrance ingredients, or are demonstrating end products – link the scent to what you are showcasing for added appeal.
- Interaction – whether it be product demonstrations, free head massages, or themed dancers, creating a buzz that will turn heads is guaranteed to up your visitor numbers. Be sure that whatever you choose has relevance to you and your business though, or risk attracting the wrong audience.
- New technology – interactive screens and walls, integrated tablets and iPads add a modern, unthreatening tone to your stand. However, make sure your manning staff are on hand to offer support and demonstrate so you don’t miss out the opportunity to interact in the old fashioned way.
We build trade show stands for our clients around the world. Contact us today for more information.
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