Getting the Most Out of Exhibiting at Events
Exhibiting is still a great way to showcase your business and as we enter the busy exhibition and trade fair season, it’s prime time to think about how best to create a centre stage that will provide a desired lasting impression and quality ROI.
The layout can establish some key functional requirements, so keep it simple, clutter-free, and if possible, in a good position, for example, being located close to the refreshment or demonstration areas. Going with the flow of constant traffic will hopefully catch a higher footfall to your stand.
On more detailed examination, ascertain – What journey do you want your visitors to take? How can you lead them around and exit the correct way? What do you want them to see, learn or take away with them and in what sequence? Be prepared for how many visitors your stand can accommodate.
Although your brand is always the core consideration for the look and feel of your space, you do still need to look at the main reason behind your exhibiting too. Your focal objective will determine the theme of your display.
So why are you exhibiting?
Are you?
- Looking to gain new customers or leads
- Launching or testing a new product
- Creating brand awareness and promoting key company messages
Once you’ve decided this you will then be able to establish the space you require, the visual display, marketing material, branded merchandise and samples you will need.
Whether you are kitting out a shell scheme with portable banners, pop-up’s, counters and shelving units or using a bespoke design, created by yourselves or a consulting group, your visitor needs to immediately understand your intention.
Design your ideas around your prime objective, and this should include your main header piece, which must be visual from a distance and draw your audience in. Increasingly promotional flags have become a useful tool to create directional pull.
Entice visitors in with a persuasive lure, either a physical hand-out, give-away or engagement point. Perhaps using an interactive device presentation set on a tablet holder or racks of products to touch and feel. This will also act as a guide for your visitors to take the correct entry path.
Use your staffing effectively, influence your audience to areas that may not be immediately visible to them. Make sure they display company name badges so visitors can easily take note of who they are talking to, and business cards to ensure a lasting affect and greater possibility of follow-up.
Make your demonstration areas creative, fun and alluring, remember this is your opportunity for potential customers to experience your products first hand. This may prove priceless with more high-tech and high-brow products which really can gain justice through face to face communications.
In every instance, easy pick-up points are essential. Not everyone is comfortable to come and chat and would rather hover around the edges of your display, ponder and take note. A couple of handily placed literature stands presenting your products and services will do the trick to keep more cagey audiences involved.
Wherever your exhibition design process takes you, try to be original, inventive and imaginative to get everyone talking and queuing up to visit your stand.
For more Display product ideas for your Summer/Autumn event, please call our Customer Service Team on 0800 834 782 or contact us here for more information.