Quick tips for exhibiting success… reading time 2 minutes 45 seconds

More than 50% of what’s on display isn’t seen!

It’s a worrying figure that around 50% of what exhibitors have on display is not seen by buyers visiting the exhibition. You may think that can’t be right, but think about the environment; lights, colour, people in the aisles and stands, the different stand shapes and colours and competing products on display… it’s a recipe for a very blurred picture!

However, you can be more successful and stand out by planning and laying out your stand so that the visitor can easily digest what you do, what you have, the benefits of you and your product(s) and can navigate around the stand to find solutions they are specifically looking for.

Visualising a hotel foyer is a good starting point – a hotel foyer is an easily accessible and inviting landing space. It’s the place guests check-in, people organise to meet and in many cases, leads guests to restaurants and/or shops. This strategic layout makes guests feel at ease and in control. This well thought out approach which creates a welcoming environment is something to look at when planning your stand.

At a show, your stand layout will have an impact or impression point that visitors will see first. This point is determined by which direction visitors are walking down the aisle in or the point they enter the stand space from. Therefore, it is important to gain multiple perspectives of your stand during the planning process to ensure your best products and services are highly visible from all angles.

To make it easier for visitors, try segmenting similar products or grouping products by colour, shape or in an organised structured manner.

Make it easy for buyers to buy so they can imagine your product in their retail outlet or for personal use.