UK-based provider of exhibitions stands and displays, Skyline Whitespace, takes a look at the psychology of consumer behaviour and some key factors thought to influence consumer decisions.

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? Authentic, long-lasting engagement is reached through understanding.

Tips to develop marketing strategies & maximise your exhibition success

It’s good to reciprocate
The principle of reciprocity can be a useful marketing tool. According to this principle, people tend to respond to a positive action with a positive action; we typically feel obligated to return favours. This principle is a powerful social norm which helps give light to 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. Knowledge and understanding breeds trust & longevity. Give your marketing campaign a more authoritative air by emphasising your expertise and ensuring that all you/your staff are up-to-date 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. 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.

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.

Understanding is key
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.