10 solutions for the perfect exhibition stand

Managed correctly exhibiting at a trade show provides an unrivalled opportunity to present your company to your target market, increase turnover and create brand awareness.

The key to a successful exhibition is to keep things simple and ensure the project is set up correctly. We draw on our 30+ years’ experience to suggest 10 solutions for creating the perfect exhibition stand.

1: Don’t overcomplicate the process

 Keep things simple and ask yourself:

Why are you exhibiting?

• What are your expectations?

Then:

• Prepare a brief that is objective and relevant to your business requirements.
• Ask for a proposal from your designers or contractors that is specific, relevant and affordable.

2: The selection process – who do I trust to produce my most important trade event of the year?

• Appoint someone who has a proven track record. Every show is different – know-how is everything.
• Chemistry is important in a relationship – are we on the same wavelength.

3: Preparation – Planning and organisation

The key to a successful show is to set the project up properly at the planning stage.

• Appoint one person from your business to manage and control the project. Make them accountable
• Designers/contractors must know the specific rules and regulations for the show.
• With limited time it’s all about preparation and organisation.
• Have a precise project plan, with specific timelines.

4: Which is the most effective approach to the stand design – open or controlled?

• Controlled layouts are about hand holding and presenting to individual customers.
• Open layouts provide easy access, encouraging visitors to enter the stand space.
• There should be logic and rationale in the way the stand is laid out e.g. start with an exciting/new product or offering and finish on a strong product.
• Ensure that the tour of your stand is interactive, engaging and relevant.
• Create an environment where people can meet comfortably, engage with the brand, get the information they need and go away feeling better.

5: Cash in on success

• Have a clear plan to focus on successful products and services.
• The welcome, presentation and follow up are key to the event. All have equal importance.
• Exhibitions and live events present unique opportunities for face-to-face communication with your key customers and decision makers. Don’t waste it.
• Use your stand presentation to build confidence with employees, customers and suppliers. 

6: A strong message

• Have strong messages – graphics, logos, colours, themes, straplines.

7: A re-useable solution

• Consider investing in a solution that is adaptable, that can be developed and re-used over a minimum of 3 years.
• Products, brands and services change and evolve so make sure your stand can do the same.

8: Objectives and strategies

• Have specific, measurable and achievable objectives.
• Provide an opportunity to try, touch and feel the products.
• Deliver the brand/company;
  • A consistent image builds familiarity
  • Familiarity builds relationships
  • Relationships build revenue

9: Appoint a supplier with proven project management skills

• It will be their responsibility to achieve specific results, on time with effective financial control.
• They will need to bring together the marketing requirements to enable the sales team to use the stand to present and sell.
• The person in charge should be able to use both internal and external resource and expertise to achieve specific objectives.

10: How do I make my booth stand out?

• It’s not all about the stand – it’s what’s on it!
• Do you have a ‘must see’ product or service?
• Create an engaging, interactive and memorable experience on your stand.

Your exhibition stand is your business brought to life. Ensure you make a good job of it!