Exhibitions have made a welcome return to the forefront in 2022, with the recent Global Exhibitions Day on 1 June highlighting their importance to the world economy. The value of face-to-face business events is more appreciated than ever in a post-pandemic world.
They provide a ‘shopfront’ for online businesses, and offer a myriad of opportunities for networking, catching up with old contacts, and meeting new people. An exhibition can be an brilliant educational, professional, and financial opportunity, for both attendees and exhibitors.
Of course, one of the most important elements to get right for anyone taking part in an exhibition is the stand. You have a chance to get in front of a selective and interested audience, and you want to make the most of it. Here are some tips to design the perfect stand.
Forefront the brand identity
This may sound obvious, but a common mistake is to simply not have enough information on display about who you are, what you do, how you can help, and why people should visit your stand. Therefore, when commissioning the graphics, make sure that the company name and logo is printed at a big enough size to be seen from a distance.
There should be some more information about what your company does, in one or two sentences, beneath the logo. Keep it as simple and to the point as you can—there’s plenty of time for more details once you have caught people’s interest.
Work out what your objectives are
So you’ve got people’s attention with clear branding—now you need to think about what you want to achieve. Are you launching a new product for example, or trying to reach a new audience with your existing products or services?
Whatever your goals, the visitors will be interested to find out what benefits your brand has to offer, and what makes your brand stand out from competitors. In other words, what are your unique selling points? You could offer extra incentives, for example, one time only discount deals if they sign up for something that day.
Incorporate video and audio
To add an extra layer of interest to your stand, incorporate some sound and video if you can. Visitors are well used to interacting with technology in 2022, and may even expect it. If you don’t have the facilities or space, then bringing along some additional lighting to really make your stand pop can help.
A digital display attracts the attention, and encourages people to linger rather than to browse briefly. A well-made video can be useful to explain a product or service in more depth, and will save your staff from becoming stale through repeating the same information over again.
You could also bring in other sensory experiences to make your stand more memorable, such as tasters or hand-on testing of a product, or branded freebies such as re-usable bags or pens. However, some venues discourage freebies as part of their sustainability policy, so check first.
If you are looking for exhibition space Milton Keynes, please talk to us today.
