Design tips for the perfect exhibition stand
Oh dear, perhaps we’ve gone a bit over the top in the headline. As with so many things in marketing and advertising, there is fortunately no one-size-fits-all solution. Otherwise, every exhibition stand would look exactly the same. And that brings us straight to the heart of the matter – let’s call it ‘how do I get the most out of the trade fair’.
1 | Success at trade fairs. What do I actually want?
This consideration is essential for both trade fair newcomers and experienced trade fair professionals. What do I want to convey to the customer through my stand? What do I want to sell to them? Is it the brand that I want them to remember for a long time to come, or is it the individual products and services? Perhaps a stand design that worked well in the past now needs to be adapted? What is the actual theme of the trade fair? Once you have arrived at conclusive answers to these questions, you can proceed with the planning.
2 | Location – please select…
Where possible, you should always choose your own stand location at the exhibition centre yourself, rather than simply having one allocated to you. Which exhibition stands are in the immediate vicinity? A stand that attracts large crowds can also bring good visitor numbers to your own stand. However, having direct competitors right next to you can have its drawbacks. A location in the centre of the exhibition centre is also more attractive; on the periphery, the exhibition day may well come to an end without a large influx of visitors. But even that wouldn’t be a problem if exactly the right, interested visitors and future customers find their way to your own stand.
3 | The exhibition stand itself
The bigger, the better? If only it were that simple… The more effective approach would be to choose the right size. The space required depends heavily on what you want to present. A huge exhibition stand where you get lost and can’t really see what’s actually on display would be a waste. The same goes for a completely crammed mini exhibition stand into which the entire product range has been squeezed haphazardly. And ultimately, the available budget is a decisive factor in the actual design and execution.
Even the type of exhibition stand can help set a certain tone. A row stand has three enclosed sides and, as the name suggests, you are ‘in a row’ with the other exhibitors. Alternatively, you could choose a more freestanding stand that can be accessed from several sides. Here, too, you need a coherent concept; otherwise, visitors will literally get lost within your own stand.
4 | The design. Be bold and creative, but without losing sight of your brand
As almost everyone has been to a trade fair at some point, we’re all probably familiar with the sensory overload in those huge exhibition halls. Every stand tries to outdo the others in terms of original design, brightness and, perhaps, obtrusiveness. This sometimes leaves visitors feeling overwhelmed. Nowadays, crude tactics such as garish colours, loud sound systems or oversized exhibition stands no longer work – or rather, they no longer work automatically. It’s best to refocus, as in point 1, on your own brand, on what you actually want to present, and to stick to your own corporate identity. You should offer visitors a compelling reason to want to spend a lot of time at your stand and to remember it afterwards.
5 | Attracting attention – during and after the trade fair
Interactivity. A buzzword with a great many meanings. It could refer to a presentation on oversized video screens, or to simple prize draws. From augmented reality to creatively designed flyers that to grab people’s attention and attract lots of visitors to the exhibition stand drag. These effects can be achieved using numerous little goodies and let’s be honest, who doesn’t love collecting all sorts of ‘goodies’ to take home, so they can delight in unpacking their haul from the various bags and gym bags and marvelling at it all. The ideal scenario: a freebie that remains in use for a long time and virtually becomes part of customers’ lives – from coffee mugs to sunglasses.
Summary:
There’s no such thing as the perfect exhibition stand. If there were, every stand at the exhibition would look the same, and the exhibition would probably not take place the following year. Your stand is as unique as your brand. And a stand should be flexible enough to adapt to your needs – not the other way round!
