Exhibitions are an excellent way to showcase your products or services, engage in face to face communication with new customers and business partners, and raise brand awareness.
The right exhibition venue hire decision goes a long way to the success of the event, with important features such as a central and easily accessible location, and spacious and adaptable rooms. However, the design of your exhibition stand can really make or break the event. Here are some tips for creating a stand that will really make an impression.
Understand the audience
The key to a successful exhibition stand design is knowing your audience. If your primary goal is to showcase your products, research past audience profiles so that you can pick the most appropriate exhibition material. For example, is it a good opportunity to launch a new product, raise brand awareness, or network with potential customers or suppliers?
Structural considerations
Design doesn’t just refer to how something looks: it’s how it works and how easy, safe and enjoyable it is to use. Consider basics such as choosing the right size of stand: too large and it could be difficult and expensive to use to full potential; too small and it could feel cluttered and crowded.
The stand should also be stable, accessible, able to display audio visual equipment, and compliant with the venue’s safety regulations, height restrictions and so on. The layout of the stand is also important: open plan stands are accessible from all sides; while a zoned stand allows you to segment areas for product merchandising, demonstrations, and so on.
Most of the time, a more intimate space where you can talk to small groups of people will work well, helping you to form authentic connections with potential customers and showcase products in detail. A smaller space will also cost less to fit out, allowing you to spend more on other aspects of the marketing campaign.
Lighting
Wherever possible, incorporate your own lighting scheme rather than relying on the existing provisions. This will allow you to customise the lighting setting to highlight key features and create the right ambience for visitors. LED backlighting for signs will boost visibility, while coloured lights can capture the attention and enhance brand identity.
Visibility and branding
Your stand will need to be easily identifiable in a crowd. Aim to have high-level branding that is mounted on a banner, digital sign or fascia at the highest possible level in your booth (but within the regulations of the venue). The sign should display your company logo and branding.
Eye-level branding is there to catch the interest of passersby and reinforce your brand message with taglines, images, and to advise particular product or service lines. The lower level branding is intended to convey more detailed information to visitors who have already been drawn into the stand.
Integrate technology
Visitors now expect features such as touch-screen displays where they can browse information and scan QR codes, or watch videos of product demonstrations.
