Every business wants to find a powerful and cost-effective
way to market their product.
For many, trade shows and exhibitions create the perfect
platform to do so, allowing businesses to interact with
large volumes of industry-focussed buyers in a short space
of time.
Whether you're looking to launch a new product, revive
sales of an existing product or raise your profile within
the sector, trade shows offer the ideal space to showcase
your brand.
But with so many organisations competing for attention in
the same space, it's important to set yours apart.
Investing in a top class exhibition stand that's tailored
around your product can make all the difference to its
success at a show. Here's how...
Maximum impact
The type of stand you have depends on your budget, the
space available and the nature of your product.
First time exhibitors on a limited budget often start with
standard shell scheme spaces, but these identical
structures make it extremely difficult to set your brand
apart from the others.
Modular units create much more impact and can be
instrumental in creating a buzz around your stand. They are
also more flexible. They can be custom-built and tailored
to match your corporate identity, or specifically designed
for re-use at future events - making them more
cost-effective in the long run.
Space and consistency
Building your stand around one central theme or message
creates the feeling of consistency and flowing design,
making it easier for visitors to stream through your space
and interact with your product.
Every aspect of your stand, including your exhibition
staff, should compliment that theme.
It's also important to ensure there are no physical
barriers to getting onto your stand - think about how you
arrange your stock and sales materials so that they're easy
to reach and don't obstruct access.
Displaying too many products can confuse and overwhelm
visitors, so try to keep it simple and uncluttered by
selecting only key products or ranges.
Attracting customers
In a busy exhibition hall, sellers have less than five
seconds to attract a buyer's attention. In that time, your
stand should tell visitors who you are, what you do and how
it will benefit them, in a clear, powerful and engaging way.
It's often harder to maintain their attention once they're
on your stand, but there are several things you can do to
stimulate interest.
For example, stands which allow space for movement through
demonstrations and presentations often attract the highest
level of participation and the largest crowds.
Incorporating visually-engaging materials such as
state-of-the-art digital imaging is also a popular choice
on top-of-the-range stands.
Lighting is equally important as it creates the right mood
around your product, so give careful consideration to the
lighting design and ensure it reflects your product's
appeal.
More complex products and services that are less obvious to
passing consumers will need a more vibrant design scheme to
attract initial interest, and this can be achieved through
striking use of colour and graphics.
The benefits of investing in a custom-built stand are
significant, and provide a powerful and cost-effective
selling aid that can be adapted and re-used time and time
again.
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Exhibitions are a great way of getting your message across
to your 'public', but you need to do it the right way, and
your prime weapon is your exhibition stand. Get this wrong
and you are handicapped from the start. This article
provides some thoughts on the subject but if you want more
information and ideas, visit
http://www.fullcirclegroup.co.uk
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