As well as competing to win new business, all exhibitors were aiming to win the Best Stand titles and prizes.
The competition was judged by Jean MacQuarrie, editor of the Harrogate Advertiser series, who toured the stands in the morning shortly after YBM opened.
This year, her judging was based on the way exhibitors interacted with visitors. Jean took this approach so that the focus was taken away from the biggest and brightest stands and created a level playing field for every company exhibiting. It didn’t matter if you were a starter business on a tiny budget or a nationwide brand with thousands to spend: it was the way you reacted to your visitors which was key to the final decision.
As ever, the competition was at a high level, but in the end the winners were chosen on their ability draw in the visitor and interact with them. In the opinion of the judge, our two winners did this very well and that’s what set them apart.
However the naughty step was being swept in readiness for those committing the deadly sins of the exhibitor: sitting at the back of your stand, being on your phone and (horror of horrors) munching on a sandwich! You have been warned… the judge sees everything.
Working Wardrobe stood out for the high levels of attention given to each visitor to their stand and use of the personal approach first and product second. They were awarded the prize for Best Large Stand.
Wild & Co Chartered Accounts only had a small stand but they caught the visitor’s eye with a simple numbers game and leader board which really held the attention, allowing the team to spend quality time with each visitor. They were awarded Best Small Stand.
Harrogate in Bloom were Highly Comended by the judge, as their enthusiasm seem to “grow” on visitors to their stand.
Prizes were supplied by Bettys – a wonderful hamper of goodies, along with a certificate marking the achievement.