There is one major key to pull off a successful exhibition. It will all boil down to your stands and the ability of your team to capture the attention of your audience.
Just like in a good movie, a great piece of social media marketing, and a video that’s gone viral, you need to deliver something unexpectedly brilliant to keep people wanting more. Ready to draft something special?
It is psychology 101. However, if this is your first exhibition or you’ve exhibited before with little success, it could be down to being out-shined by competitors. You may have opted with exhibition stands for hire or you might have even invested in one for the long term. You know you need to up your game if you are ever going to exhibit again.
The fact of the matter is, when you do everything well; the results you can gain at exhibitions can be a powerful sales-generating tool to have in your marketing pocket.
It all begins with one thing; the design of your stands. So let’s look at how you can make your stands design far more outstanding than your competitors’ to ensure your next exhibition will be a hit!
- Think visually, always!
You want to draw people in with one of the senses they use the most; their eyes. How your stand appears will be a deciding factor when it comes to the footfall you get throughout the day.
One thing you don’t want to make is overload the viewer with information. Therefore, keep the text minimal. If you have important marketing messages to offer, this should be done with inventive use of text and images. The details can be fleshed out when you pitch to consumers yourself.
Remember people at exhibitions in particular have the attention span of a goldfish. So make it easy for them and present information in ways that are easy to digest.
- Think of innovative ways to present the information
Following on from the first point, you will need to get inventive with your stand on many levels if you want to succeed. This means you may have to pull a few edgy cards out of the pack. For example, why go for a typical 2-D stand?
If you’re not opting for exhibition stands for hire then you will have the opportunity to go tailored and create a customized design which truly stands out. Playing around with media, lighting, giveaways and physical attributes in your stand can give you plenty of ways to unleash your creativity. Remember to never run away from the original branding strategy and always stay on track with your brands tone of voice/story.
- Keep things interactive and engaging
It’s been widely observed that people spend roughly 30 seconds at a stand before moving onto the next. This means you will have a time limit to engage before your competitors grab their attention. Keeping things in your stand interactive whether it’s through showing videos, playing music, dishing out cupcakes or cups of coffee or having a live Q&A session, can keep your exhibition interesting.
- Keep things focused
There’s plenty of things you can do with your exhibition so if your super creative, you may need to restrain some of those ideas. Delivering a powerful yet simple message is the key to standing out and communicating with your audience.
Just always remember what you want the customer to take away with them when they leave your stand. Will it be something physical like a marketing giveaway or will it be a powerful thought that lingers in their mind about how your product is revolutionizing something? Bear these things in mind and you will always stand out above your competitors at exhibitions.
Milo Senalle
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