Displaying your brand at industry events can be a brilliant way to get your name out there. An exhibition stand enables you to showcase your products and services, boost your brand awareness and provide a touchpoint to meet and capture details of potential clients.
But at a busy exhibition, there may be dozens or even hundreds of stands competing for attention. If yours isn’t distinctive enough, you will struggle to attract much traffic. To get the best results from industry events, you need a stand that makes an impact.
Here are seven tips for designing a truly distinctive exhibition stand to promote your business.
Before you start designing your exhibition stand, it is essential you are clear on your goals. Ask yourself what results you would like to see from this event, precisely who you are targeting, and the message you want to get across with your display. Use the answers to these questions to inform your stand design.
When displaying at an exhibition, you often get minimal space to work with. For this reason, it’s essential that you make the optimum use of every square foot. Ensure there are no physical obstructions to entry or your footfall will suffer. Confirm the dimensions with event organisers in advance to avoid unpleasant surprises. Check if there is a maximum stand height. If not, the sky’s the limit. Building a high stand will make you literally tower over your competitors.
With so many different stands for them to visit, you need to grab people’s attention straight away. Don’t make your display too text-heavy. Use captivating imagery and colour schemes to draw people in. You can explain what you’re all about after they come to you.
A strategically-lit stand can enhance your aesthetic appeal while allowing you to bestow whatever ambience and mood upon your stand that you wish. For example, if you’re a technology company, you may find recessed lighting makes your display look suitably modern and contemporary. Use spotlighting to showcase a particular product or service, while coloured lighting can give your stand a unique appeal.
There are so many options for materials when it comes to building your stand, and this is an area where you can really shine. For technology firms, a more metallic design will create a contemporary atmosphere, whereas companies in the medical or pharmaceutical industry may favour a more smooth, clean plastic look. Decide what is right for your industry and target market.
Interactive technology can be a huge draw when attracting attendees to your stand, as well as making it easier for you to capture contact details. Many stands display tablets where visitors can easily input their details to enter a competition or subscribe to product updates.
Every step of the stand design process should be carried out with your target audience in mind. Although your stand should look compelling, the most important thing is that it both attracts the people you want to attract, and sends the right message across at all times.
If you are unsure where to begin, you may wish to consider getting in touch with a design agency that specialises in creating bespoke exhibition stands.
Attending exhibitions as a business can Help to keep your brand above water. Exhibitions help you to keep your brand in the market as well as remaining relevant and sharing it with the rest of the world. Exhibitions also help your brand to stay upbeat by showcasing your services and products, you can market your brand in a fun and fresh way, which allows you the perfect opportunity to network and speak to potential customers. It is vital to always increase brand recall value and credibility in the market to remain popular and relevant.
How Does It Help?
Exhibitions and conferences are perfect opportunities for meeting key people face to face, in your industry. This gives you the perfect chance to market your business in a professional yet personal capacity and gives you the chance to talk to as many people as possible. You want to also market your business but take the time to learn about theirs too. Switch business cards and keep in touch. The more contacts you build, the better, for future reference or if something comes up that you feel you can connect with them on. You’ll need it to follow up after the event on email, this really establishes a relationship.
Don’t forget that the event can also be used for carrying out market research too, just by asking others about your niche and what they may look for. Ask people what their needs are and look at the competition also. That is quite a vital element. You will certainly be surprised by how much you can learn - but in addition to this, you will be able to gain access to important information. If you want to market your business to other business professionals then it is good to have a clear message. Make sure you can clearly communicate, getting across all the information in around 30 seconds and being able to offer answers to questions they may have.
There are plenty of great exhibition stand companies that are there to help you get on your feet. Once your stand is in place, decorate it with your branding as well as maximising your presence at business events. Use direct mail, e-newsletters, social media and PR to raise your profile ahead of the event. Flyers and magazines if you have them are great for people to take away, as well as possibly looking at goody bags that are a nice treat. Add any press releases and information that could help you at the exhibition. You’ll also need to prepare a press pack which can be slotted into your goody bag. Most exhibitions have a press office for journalists attending as well as photographers, so wear your best outfit and smile and learn to impress. If you are struggling with a press pack, then just add a few pieces of select information, images, news, and contact details so that you can be easily reached.
It’s time to make your business stand out. There are many opportunities to get yourself to an exhibition, so start thinking of your next move!
Author - Chris
Author, Editor, Creator of this website.