Visitors form an opinion of your business in just a few seconds as they walk towards your stand.
What is it about yours that's going to make them stop and take notice?
- DO use colour. If your branding has a colour theme, embrace it! This will help people remember you.
- DO use imagery and video. Humans are highly visual creatures.
- DO use a catchy tagline. A strong catchphrase will capture attention. Choose something short and easy to read that conveys your product or service quickly.
- DON'T hit people with too much detail at once. Visitors are not going to stand still and read a wall of text.
- Keep it clear and concise. Don't try to cram in as much stuff as you can, and too much clutter looks messy and uninviting.
- Make use of height as a way to create impace without overcrowding the stand itself. Check with the show organisers first to see if there are any limitations on height.
- Pay attention to flooring as all exhibitions have some form of generic flooring, but you may be able to lay your own flooring on top. This creates the impression of a separate space that is all your own.
- Think about how the practical use of space. What do you want visitors to do at your display? Where will they stand? It can be a good idea to have a dedicated seating area to draw visitors away from the crowd and into your space.
Take things up a notch and engage the senses - people love to have something to touch, something to taste, something to do!
It's easy for businesses selling makeup to give makeovers, or businesses selling drinks to give people a taste. But some businesses need to get a little creative:
- Feature live product demonstrations to attract attention.
- Interactive touch screens are a great way to engage people and increase your display value - they don't take up much space, but can show a range of information.
- Does your stand have power points? Why not offer free mobile phone charging - this gets visitors lingering at your stand and absorbing your brand message.
- Run interactive competitions or challenges.
Good lighting is a neccessity! On a basic level, it allows visitors to see your stand clearly but on a deeper level, good lighting creates an atmosphere and tone that can make you stand out from other exhibitors.
A stand lacking in storage leads to chaos - pamphlets everywhere, lost merchandise, water bottles everywhere.
Ensure you allocate at least a small area for storage, shielded from the public eye. Storage can be cleverly hidden behind tablecloths or displays.
The staff attending to the stand are just as much a part of the visual as your biggest poster. Ensure they're dressed in a way that fits your brand message and your display.
They also need to be wearing their most important accessory - a smile!
Building a successful trade show stand involves money, time and effort. Make sure it's not a one-hit wonder by future-proofing your display so it can be reused.
Modular sets are a great way to ensure your stand can be used in varying setups, which is essential when not every show floor plan is the same.
Keep your stand material dry and safe when storing it between events.