LESS THAN FIVE SECONDS TO GET THEIR ATTENTION!

Did you know studies have shown that exhibitors at an exhibition have between 3 to 5 seconds to get visitors’ attention on the show floor? The variables are size of exhibit stand and visitor traffic flow. I also think this applies in principle to shops in a retail shopping centre, where there are a variety of shops, all with competing messages and window displays.

Next time you’re at a show or large shopping centre, look around and see how many of the exhibits/shops become a blur by trying to say and do too much. Your stand at a show and the core message both need to stop visitors, then engage inter activity, with your staff taking them to the next level. We call this the ‘billboard’ message.

There are three aspects to review;

Catching the attention of the visitor as they walk the hall
Communicate an effective message that spells out the benefit to them simply and quickly
Give them the reason to pause/stop at your stand voluntarily

Think about the environment – all your fellow exhibitors are there pitching for visitors’ attention – there are lights, sounds, graphics etc., and staff.

Visitors have the task of figuring out who you are and what you are trying to tell them and this only works if they notice you, and more importantly understand what the offer is orwhat solutions you have!

There are a few easy steps to think about in ensuring you are in the STANDOUT category;

Keep It Simple – You don’t need to over complicate the call to attention message/stand design. It needs to be emotive and create a connection to visitors. Words like ‘free, save, value, Australian, experience, solution’ are all great.
Have a focussed approach, think rifle not shotgun! Remember it’s hard to showcase everything effectively. Try to focus on a few lines that stand out or are best sellers that allow you to introduce other lines.
Remove barriers and make the stand open and inviting. This may vary from show to show as some have security issues for example, but the principle is you want visitors openly happy to approach the stand and enter your space where possible.
Make it fun! Whether it’s a trade show or consumer show, people love experiences that are fun. This makes you more memorable and helps longer term business.
Static displays don’t work. Engage visitors by demonstrating, and try to involve visitors. Again it’s the point of connection that gives the much-desired long-term effects.
Graphics/Signage – don’t try to say too much, if they only have 3 seconds they can’t read ‘War and Peace’. Focus on the core benefit to them supported by additional messages of who you are and what you do. Avoid fancy fonts that are hard to read. The cost of digital signage has reduced greatly and the use of singular images that create impact can really support the saying ‘a picture is worth a thousand words’!
The use of colour should be as neutral as possible so that your product/service is the centre of attention, not the back wall of a display panel!
Remember all of the above will be a waste if your staff are not welcoming and on their game. Research has shown 85% of the visitors’ first impression is based on the stand staff.

Remember the focus should be on product/service, so ensure staff uniforms/dress don’t overtake and become the focus.

Think how, in the cluttered world we live in, you can simplify your message to make it easier for clients. There may be a whole raft of potential clients you missed out on due them not understanding what you do. Be prepared to change and adapt the stand display and key messages on the go, don’t get stuck with a display that’s not working – there is no rule to say you can’t change things as you go.

IN A NUT SHELL:

And as I mentioned before, next time you’re in a shopping centre or exhibition, look around at how busy it is, then review your stand – it can make all the difference…

See you on the floor.