Time to review and refresh
Looking at your bottom line? Want to increase sales, increase your customer base and make a bigger impact when you exhibit next year?
In many ways this time of the year provides the perfect opportunity to start over. It surprises me how many companies don’t update or refresh their stand image. They are so caught up with the idea that they are already doing it the right way and that outside influences are the reason for current results. I often say “walk in the shoes of your clients and look at things from their perspective”. We are seeing a clear need and desire for businesses and potential customers to meet face to face in a world currently saturated with social media marketing (which is not the answer) and now’s the perfect time to revisit your stand design and layout, evaluate what worked and what didn’t, and what you could do differently to improve your customer’s experience and make a winning plan and approach for 2018.
SHOW STOPPERS!
The layout of your stand can greatly effect your results from an event.
When planning your stand layout, it’s very important to ensure easy access onto your stand with few or no obstacles to limit visitors – unless this is your goal!
While your space needs to be inviting, you also need to control the flow of traffic. Too many people in your space can produce the same negative result as too few.
Use furniture, displays and products to create the right balance.
Addressing the design of your stand space is important, because a well designed space will help bring you together with your customers and open dialogue about your shared passion (the theme of the event) – which is what has brought many visitors there in the first place. Ensure the central message clearly conveys the benefits of your offer.
Details count – no matter the size of your business or your stand. Details will make visitors stop and take notice. A well designed stand, with thought and attention to detail says you care about your product or service and that you want to contribute something meaningful to your customer’s experience. The space will nurture a feeling of trust and help customers feel relaxed so they will be receptive to your message.
Your stand should also differentiate your business from that of other exhibitors and demonstrate your unique selling proposition (USP). Don’t be afraid to be creative! But equally, don’t be afraid to make changes when something new isn’t working.
Consider how you want visitors to experience your product or service completely when they arrive at your stand, by incorporating the six senses into your design efforts. Get them touch, see, smell, taste, hear and think your product or service.
Your customers will take notice!
Here are 13 handy tips, when considering how you could refresh your stand:
1. Establish if you can refurbish/reuse your existing exhibit or do you need a whole new one?
2. Decide what’s new in your products/services and use the exhibition’s official PR staff or company to promote them – ask them how this can be done.
3. Play on the event’s overall theme or location.
4. Set clear objectives about what you want from the stand.
5. Ensure the core benefits of your product/service are clearly conveyed in the message.
6. Avoid themes that are overused or clichéd.
7. Remove barriers and make your stand open and inviting.
8. Use colour for effect, not to distract. Remembering the use of colour should complement your product or service, not compete with it.
9. Engage visitors with demonstrations, involving them where appropriate. Establishing this point of connection will help build the relationship and bring long-term benefits.
10. Decide how many staff you need and who they should be – you want your best. Carry out pre-show training to get the best results. Discuss uniforms, promo shirts or similar ‘look smart’ clothing.
11. Decide what your graphics messages will display and prepare them in advance.
12. Consider how you will light your stand – this is one of the most under estimated aspects of stand design.
13. Finally, treat every event like it’s your first. Think back to your first one and go into your next event with the same energy, enthusiasm and positivity.
For more great ideas on exhibiting, see Gary Fitz-Roy’s range of affordable books, or email now for details on the next free Exhibit Success Workshop in your area.
See you on the floor,
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