If anyone needed evidence of how far the ‘green’ movement has developed in construction, they should look no further than the success of the Ecobuild exhibition in London.
Coupled with the continuing growth in demand for timber frame building in the UK, the sustainable construction event is now a very attractive prospect for timber companies to raise awareness amongst an environmentally aware, actively sourcing audience.
Quest Construction Marketing took a stand at Ecobuild ourselves in 2009 and we were overwhelmed by the positivity in this growth area of a generally depressed UK construction industry. And with the show set to be even bigger and better this year (held at Earls Court March 2-4) we’ve compiled some tips for clients on how to get even more out of it.
• Location, location, location: Selecting the right stand placement is imperative to achieving high visitor levels and the wood-focused ‘Timber Works’ section of Ecobuild is ideal – although other good areas for traffic flow include close proximity to seminar areas, catering and main thoroughfares.
• Physical attraction: It’s essential that your stand features an ‘attraction’ that is original, informative and interactive, not only to draw a crowd in the first instance, but to get them to stay long enough for a chat.
• Instant recognition: Make sure your product or service is easily identifiable. Show visitors are visually bombarded and need to be able to see what you’re about instantly.
• Make visitors feel loved: Inviting customers and prospects prior to the show will boost traffic to the stand and is a non-intrusive way of making contact.
• Read all about it: Running a press campaign about product launches, on-stand demonstrations or competitions can generate leads and improve footfall.
• Messaging: As people become more savvy and ‘greenwash’ aware, it’s vital to communicate product benefits in terms of anticipated payback and true environmental credentials.
www. questconstructionmarketing. co.uk
