GUEST BLOG: The Surprising Psychology of Engagement at your Business Expo

Whether you work in sales, retail or hospitality, customer service and engagement are key drivers towards the overall success of your business. While the techniques for marketing are numerous, exhibitions and conferences offer the chance to showcase your business and meet with current and potential customers. But how do you best engage with these customers? By understanding them!

Skyline Whitespace, a UK leading provider of exhibitions stands and displays, take a look at the psychology of consumer behaviour and some key factors thought to influence consumer decisions. With these top tips, you can develop the ideal marketing strategy and maximise your exhibition success…

It’s good to reciprocate

The principle of reciprocity can be a very useful marketing tool. According to this principle, we humans tend to respond to a positive action with a positive action of our own; we typically feel obligated to return favours after people do a favour for us. For example, if someone buys us a drink, we tend to feel obliged to buy them one in return.

This principle is a powerful social norm which marketers have been taking advantage of for generations and helps explain why promotional products and giveaways can be such an effective marketing tool.

A question of authority

People have a tendency to obey authority figures and we typically find such individuals to be more credible and trustworthy. This is why many advertising campaigns employ authority figures such as doctors to front their campaigns in a bid to enhance their credibility.

You can give your own marketing campaign a more authoritative air by emphasising your expertise and ensuring that all your staff are as up-to-date as possible on their product knowledge and, ideally, on your company’s industry more widely too.

The power of relating

Another principle thought to have a key role to play in influencing customers is the principle of liking. Research has demonstrated that not only are we more likely to buy things from people we perceive as being like ourselves, we are also more likely to engage and buy things from people we like and feel affiliated with. This is why it’s essential to build a good rapport with customers so that they feel more positive towards you and your brand.

There are a number of ways you can help increase your chances of developing positive relationships with potential customers. For example, when communicating with customers make sure to be as helpful as possible and really listen to exactly what it is they have to say. There is a huge difference between hearing and actually listening.

Final thoughts

Understanding how your customers want to be spoken to is crucial for growing and retaining your customer base. While every customer is different and there is no “one size fits all” there are at least a few ways you can start to understand the psychology of visitors to your business exhibition. Ultimately, understanding drives more business.

Skyline Whitespace are a dedicated team of exhibition and event professionals who are devoted to designing powerful exhibition experiences. Through exceptional stand design, great storytelling and the latest interactive tools, they bring your brand to life and deliver real results for you and your audience. Their clients include Warner Bros., Just Eat, The FA, Nationwide and Game.

www.skylinewhitespace.com

BINGLEY BUSINESS EXPO LAUNCH 2018

After the success of last year’s inaugural Bingley Business Expo, we are delighted to launch Bingley Business Expo 2018!

Kindly sponsored by Bingley’s very own Mortgage Advice Bureau and Janus Interiors, the B2B networking exhibition will take place on Wednesday 19th September 2018 at Bingley Arts Centre.

We continue our mission to showcase the skills, expertise and services of those businesses based in Bingley and the Aire Valley, with Bingley Business Expo established to provide a platform in which local business can showcase their offering to both the local and wider business community.

Our aim is to not only encourage local businesses to collaborate and take advantage of the services available on their doorstep but to also attract attention from further afield.

This year’s event is expected to be bigger and better with space secured for more exhibitors. If you’re an Aire Valley business owner, you can join us as an exhibitor and use your stand to showcase your business, raise brand awareness, network and generate new leads.

We also invite business owners and decision makers from Bingley and beyond to attend. Delegates will have the opportunity to liaise directly with exhibitors, connect with fellow visitors and most importantly, forge valuable working relationships.

Our chosen charity for September’s event is Manorlands Hospice who provide incredible palliative care and complementary therapy services to support people with life-limiting conditions. Last year, we raised £400 for The Danny Jones Defibrillator Fund.

TO BOOK YOUR EXHIBITOR STAND, PLEASE CONTACT US. IF YOU WOULD LIKE TO REGISTER AS A DELEGATE, PLEASE CLICK HERE. SPONSORSHIP PACKAGES ARE ALSO AVAILABLE.

To keep up-to-date with all the latest news from Bingley Business Expo, follow us on Twitter @BingleyBusiness and like our Facebook page. You can also contact us at bingleybusiness@gmail.com