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Are you a Santa Claus, Elf or Rudolph when it comes to exhibiting?

December 5, 2013 |

In addition to supplying great looking exhibition stands for major brands, at Nimlok we also care about making sure our clients put on a great show.

This is often in the execution of the exhibiting and marketing campaign to ensure clients drive traffic to the stand pre-event with the promise of a great on-stand experience during the event.

We have used some great gamification techniques at our own exhibitions this year. Find out what we did at Confex and Marketing Week Live. A good way to offer this ‘great experience’ is through gamification. In other words, creating a quiz, game, survey, Augmented Reality, or any type of digital engagement that will attract visitors to your stand. This enables you to tell ‘your story’ in the style that is right for your brand or message.

In order to get you thinking about your next exhibiting strategy, we’ve come up a with a quick 30 second quiz of our own so you can find out what sort of exhibitor you are.

So, what’s your Christmas character?

Count up how many A, Bs and Cs you answer to find out which Christmas Character you most resemble as an exhibitor. Then share your answer by tweeting us @NimlokUK!

1. At your last exhibition did you tell potential visitors you were at the show?

Yes but we only messaged our customers (B)

Yes we did a full marcomms campaign to our target audience (A)

If anyone asked us then we let them know (C)

2.Did you have any on-stand engagement or activity?

Yes we had a digital game that tied into a new product launch (A)

No we just had plenty of brochures to hand (C)

Yes we did a prize draw (B)

3.Did you capture visitor data?

Yes a game captured their name, company and email address (A)

We had a data scanner that scanned their badge (B)

We wrote on the back of a business card which we put in fishbowl on reception (C)

4. At your last exhibition, did you use promotional giveaways?

Yes, but we made sure they tied in with our campaign (A)

No (C)

Yes, we had a few generic giveaways, like sweets or pens (B)

5. How did you measure ROI?

We didn’t measure anything (C)

We measured the number of appointments, leads or sales made directly from the event (A)

We measured the number of people that came on stand (B)

6. How did you keep your stand staff motivated?

They were happy just to be there (B)

We gave on-stand staff clear goals to achieve. If they reached their goal, then we incentivised their efforts (A)

We told them to drink lots of coffee during their breaks (C)

7. Did your deliver your exhibition presence on budget?

Don’t know! (C)

No because we added in extra elements to put on a bigger show (B)

Of course (A)

Mostly As

Wow, you are a fantastic exhibitor – just like Santa! You know how to work a crowd and amaze visitors with your on-stand activity. You’re certainly well organised and have shouted far and wide from the rooftops to create awareness. Your targeted freebies given to all the good boys and girls that talk to you on-stand will leave them feeling like its Christmas every day. You know how to give them a good experience and they’ll certainly remember you for it!

Make sure that you continue to monitor your ROI at every event to make sure you’re delivering against your budget as Santa never goes over budget!

Preparation and integration of your campaign is vital to increase your brand awareness and traffic on stand. Visit our exhibiting tips page


Mostly Bs

Your exhibiting skills are good and excellence is in your sight, just like a Christmas Elf!

Just like an elf hard at work in the toy factory, you try hard. However there’s more you could do to become the best. You’ll need to make sure you tell the relevant people of your plans. Maximise your marketing campaign; tie in some intelligent digital engagement and relevant giveaways, as well as making sure you get something back from your visitors by way of data.

Keep up the motivation as that’s key for Christmas Elves as you strive for perfection.

Did you know that research suggests that faking a smile can decrease productivity and negatively affect your mood? So it’s important that your team is genuinely happy to be there! Read our 5 tips for a successful show to refresh your skills!

Mostly Cs

Oh deer! Just like Rudolf, your exhibiting skills look the part on the day, but you are prone to naughtiness! Your stand might look nice but it will have the capability to shine if you start following best practice. Whilst looks might get you through, there needs to be some on-stand substance and you need to dig those hooves in deep to inspire your audience. Thinking about your ROI is a must!

Just as children across the globe leave carrots out for Rudolf as motivation and a thank you, you must keep your on-stand staff motivated by including them in your pre and post show objectives and bringing them with you on your journey. As well as a good stand briefing to get them ready for action, an incentive awarded for the best results never fails. Dangle those carrots!

Read up on how you can measure success to leave you rocking around your Christmas tree at your next exhibition.

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