Nowadays, showrooms have become an indispensable tool for displaying the products or services of a company to their potential public.
Although showrooms have traditionally been associated with the fashion sector, this type of event is increasingly common in different corporate sectors as they allow a company to stand out and differentiate itself in an ever more competitive market.
In this post we are going to focus on the keys to success which must be considered when organising this event to project your company.
What a showroom is and how to organise one
The showroom is the perfect display case for a company to present its products or services in the most personalised and attractive way to potential clients.
This is about a space which is not designed for direct sales, but rather for exhibiting samples from the catalogue, novelties, exclusive articles or whatever the brand may wish to offer. Organising a showroom for services is also possible although it is not so common for intangible products.
The aim of organising a showroom is to increase the visibility of the brand, attract potential clients (in the form of end users, wholesalers, collaborators…) and enter into conversation with them, strengthen the image of the brand and finally to increase sales.
The organisation of the showroom requires time, dedication and planning in order for it to be a success. We are therefore going to give you some of the key points for achieving your planned objectives.
Key points for organising a showroom
Define the objectives
Prior to organising the event it is essential to define the objective you intend to reach with the showroom. Establishing a clear objective will help you to focus on the organisation of the event and make decisions regarding the important aspects.
Choose the right place
The place of the event is a key element for its success and must be chosen accordingly by considering certain criteria. Making sure that the space is accessible to potential clients and has a central location is important. Moreover, it must have sufficient space for the number of people we expect to participate in the event and for the amount of products we wish to present.
Another important question is to be clear about the idea and the values we want to transmit with the design of the space. The reputation and prestige of the place where the event will be held will also reflect the image of our brand.
Finally, the space must be versatile in order to be able to adapt to all the needs of the showroom.
Design an attractive space
The design of the space is crucial to capture the attention of the clients. It is important to create an attractive and coherent ambiance with the image of the company and the products or services which are to be highlighted. In order to do this there must be a harmony of decoration, illumination and furnishings to generate a welcoming and attractive atmosphere.
When designing the space for the showroom, we must take into account the type of experience we want to offer to the clients and what sensations we want them to feel. You will also have to hire a catering service to provide food and drink for the guests and to make their visit more enjoyable.
Choose the products and relevant information
It is fundamental that the clients have a good knowledge of the products you are offering them. To do this, it is desirable to provide informative material which will allow them to understand the features and benefits of each product. In addition, it is a good idea to make someone available to answer questions and offer a personalised advisory service.
There is no need to display all the products in your showroom. We suggest selecting those you wish to highlight or those that are of greatest interest to your clients. The products must be in optimum condition and exhibited in an attractive and organised way.
Publicise the event
Promoting the event is essential to attract more clients. An effective promotional method for announcing information about the event is via coporate social networks. Reiterating the place and date and publishing information about the event will create expectation among the possible participants. Email marketing campaigns and publishing the news in other media can also be done.
You can also use the Press or influencers to cover the event and generate content to boost the visibility of the company. Another option to attract interest and increase the participation of potential clients is to offer incentives or special discounts for the attendees.
In this way, in order to generate brand image, you can offer a corporate gift to the attendees so that they take away a souvenir of the event.
Measure the success of the event
Once the event has finished we will have to gather together different information in order to know its degree of succees. This follow up can be done both online and offline.
One way of measuring the standing of the event is by taking into account the publications done with the hashtag of the event, the interactions in publications and comments… It is also important to know the balance of costs and income obtained. We can consider both monetary factors and the number of potential clients obtained, increase in followers etc.
Similiarly, after the event surveys can be carried out to know the feedback from the potential clients and obtain information to assess the organisation of future showrooms.
Now you know how to organise a good Showroom.
The organisation of a showroom requires time and planning. Many factors must be taken into account so that everything turns out as we wish. To do this, it is important to prepare a strategy where the the points we mentioned before are defined and carry out a follow up analysis to study how the strategy performed.
If you follow the recommendations we have offered you to set up your showroom, you success will be guaranteed.