Get the most from your Exhibition Stands:
It’s all very well to set up exhibition stands at various trade fairs, but you need to make the most of them to attract visitors to your stand. A good start is to let people know that you’ll have a stand at specific exhibitions. Advertise in community newspapers, in store windows, on your website, etc.
Most people would be tempted to set up their stands close to the entrance but usually attendees walk into the central hub of the exhibition prior to interacting.
Usually setting up displays on the main/bigger aisles is favoured, but you should also consider spots where visitors will flock, for instance toilets, refreshment vendors, sitting sections, and so on. Corners can give a sense of openness and often attract many attendees.
Many exhibitors would be put off by having big organizations as neighbours, but this can also work to your advantage. If visitors find it challenging to get into their overcrowded stands, they may well pop into your exhibition while they’re waiting for their opportunity.
This layout guide may be useful but there’s no substitute for visiting the venue ahead of time to locate the best places for your exhibition stands.
Once you’ve got a great site at the trade fair, what good is it if visitors lose interest in your as a result of poor design and interactivity? The look of the stand is key to gaining the interest of visitors.
While designing your exhibition stands, remember that you wish to speak to as many attendees as you can. Create your stands with the intention that people get as much information as they can inside the shortest period.
Most people immediately think that the use of a video presentation would be effective. This is true as long as it is informative and you don’t make the video too long (say 3 minutes on a continuous loop). If you feel that it isn’t necessary, don’t use it. It can be quite hard to listen to videos at expos as noise levels are often quite high. If you do utilize videos, try to blend the TV into the design and surroundings of your exhibition.
Because of the noise, try and provide information with the use of visuals (for instance photos, diagrams and prototypes). But remember that people will get bored of too much reading. They can always consult you for more information. If text is unavoidable, be sure that it is interesting (utilize effective and descriptive terms) and legible (size wise).
Put more detailed (as well as general business) information onto leaflets or brochures so that people are able to read more at a later stage because visitors will want to visit as many exhibition stands as they can.
Avoid small cave-like tands, but if you have to use one, don’t stay within the shell waiting for visitors to stop by. Acquire some promotional aids and walk about in front of your display.
Be sure that attendees can manoeuvre around your stand easily without having to dodge any equipment. But bigger isn’t always better. Larger stands can be more difficult to manage.
Use appropriate colours to brighten up exhibitions. Stay away from very dark or very vivid colours. Visit other expos beforehand to gain some idea of colour palettes, but still aim to be unique.
Use big printed posters for the exhibit walls or easy to transport and construct pop up systems.
Lighting is also important as too much can result in excessive heat, making it difficult to work and stay comfortable. This will also lessen the attention span of visitors. But too little illumination can reduce the effects of visuals and make your exhibition look uninteresting.
Try to obtain the proper balance to provide ideal working conditions and complement your exhibition.
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