August 4, 2022
You have decided to participate in a scholarship. Top. A probably excellent decision, because it is precisely at trade fairs that you come into contact with new and potential customers face-to-face. And of course you also see your existing customers “in-person”.
But yes, you have rented a stand space or standard exhibition stand, the question is of course how you can best set up this stand? In this article I would like to share my knowledge and experience with you.
When it comes to setting up your exhibition stand, there are 2 factors that are super important:
Your stand is one of the success factors of your exhibition participation. A stand that matches your brand or
Your stand is one of the most important parts of a successful trade fair participation. Simply put, your stand can make or break your exhibition, because your exhibition stand is a means of getting in touch with your potential customers.
It is therefore important to tell the right message and the right story with your stand:
Keep in mind that visitors to trade fairs receive incentives from all sides. There is something to see, hear and see everywhere. “The battle of the eyeball” so to speak. As a result, your booth only has a few seconds to get your message across. If that doesn't work, your potential customer is gone. At worst to the competitor.
Short, sharp texts and large images
To get your message across in a few seconds, it is therefore best to use sharp and short texts. Texts that immediately clarify what you have to offer. Support this text with one or a maximum of 2 large photos. Good photos attract attention and help to get your message across.
Less is more also applies when furnishing (mobile) exhibition stands. The more text and the more photos, the more difficult it becomes to convey a clear message. Visitors simply don't stand in front of your stand to read and view everything at their leisure. Is not it clear? Then they just keep walking.
So put yourself in the shoes of a potential customer. What is this person interested in and what triggers him or her to dwell on your stand?
A good, clear message. Just make sure it really catches the eye. Lighting is important here. You rarely have too much light, but too little light does. So don't save on the amount of spots or (backlight) lighting
In addition to the “communication factor” of your stand, the practical side is also important when setting up your exhibition stand. Keep the following elements in mind:
Furniture
Furniture must of course match the appearance of your stand in terms of color and style. And they also have to match the goal you have in mind with them. Are the contacts with visitors short and businesslike? Then choose, for example, high standing tables and stools. Do you expect longer conversations or do you also want to talk more extensively with your existing relations? Then choose comfortable chairs or even lounge furniture.
catering
Whether or not you want to offer your visitors something will depend on, among other things, the size of your stand and the type of contacts you have. Do you want to offer your customers coffee or a cooled drink? Then choose a refrigerator and coffee machine in the pantry or storage of your exhibition stand. Bottles of water printed with your logo always work well.
leaflets
Opinions are divided on whether or not to put brochures on the stand. I think it's a great idea in many cases. In that case, make sure you have a neat folder presentation where you have the folders “up for grabs” and in view of the visitors. And of course you don't let visitors grab a folder unseen after which they walk through again. With a folder rack you create an excellent “contact moment”.
Product presentation
Does your company sell products that you want to show on your exhibition stand? A great plan. Check out the best place for your products so that they attract enough attention. This also includes giving demonstrations and presentations. These provide "commotion" which in turn attracts extra visitors to your stand.
Carpeting
Floor covering is both a communicative and practical factor when setting up your exhibition stand. Avoid the standard gray or black floor tiles and, if possible, opt for a pronounced or striking color that matches your house style.
Plants and greenery
In many stands, plants and “green” give just that little bit extra when it comes to appearance and experience. It is therefore a great idea to take this into account when setting up your exhibition stand.
Displays (TVs and monitors)
Do you have appealing video content? Then integrate a TV or monitor into your stand on which you can play this content. Something that moves attracts attention and good content can help you convince your visitor or potential customer.
Summarized
The layout of your exhibition stand largely determines the result of your exhibition participation. Therefore, spend the necessary time and attention with the above tips.
We are happy to help you! With advice, tips & tricks and the best systems to optimally set up your exhibition stand. Also read about the pros and cons of it outsourcing your stand construction.
Do you want to know more or do you need advice? Contact us!
Michel Rijnberg
isyfair Netherlands + author "Scoring with your exhibition participation"
