17/03/2014

By Kelly Edwards, Assistant eCommerce Manager at Nimlock Portable,

When creating an exhibition stand, many companies usually work within a fixed template of how they want to appear as a business and how they want to appeal to potential customers. This is important as your presence at an exhibition will represent you in a certain way. So it’s essential that your stand is in keeping with how you wish to be perceived. However, it’s easy to get so wrapped up in tiny details that you’re unable to see the wood for the trees, making it almost impossible to bring together all the elements into one coherent whole.

Here are our quick tips below for making your stand say exactly what you want it to.

1. Design an Exhibition to Give You the Best Start
If you can afford to, and it’s not an area you’re experienced in, then working with a designer is will help you to really take advantage of your exhibition space, no matter what size it is. Using someone experienced, who know the ins and outs of exhibitions, will create a carefully choreographed stand that fits the space available. Working alone, you can run the risk of creating an overcrowded stand or large, awkward spaces, whose design doesn’t necessarily fit with the image you’re trying to portray.

It doesn’t matter what size stand you have, or if your limited to a pop up or a display board, the principles remain the same.

Think about the individual elements of your stand and how they tie into what you’re promoting overall. This could involve an imaginative display of your core products — designed to emphatically link your stand to your business, or additional items, such as promotional videos, games or giveaways. This is the ideal set up you want to create — a stand which attracts visitors using relevant, compelling displays that enhance your message. With a little design creativity, it’s possible to create something memorable that makes you stand out from the crowd of other exhibitors and competition.

2. Graphics and Signs
Sleek, professional graphics on your stand equal a sleek and professional image. Piles of brochures strewn around look messy and reams of text are hard to absorb for ‘browsers’. A potential customer will only look at your stand for a few seconds before they decide whether to stop and have a look around. So try to put yourself in their shoes – what do they see from just that few seconds of observation? Is the message clear? Do you look professional and trustworthy? Will you solve the problem they need your product for?

3. Customer Service Is Everything
You and your team are the human face of your business. You should know a great deal about your products and services, but you should all have the level of customer service skills needed to make your exhibition a success. Your behaviour directly reflects how a potential customer will view your business so make sure that phones are down, enthusiasm is high and interest in customers paramount.

4. Don’t Forget the Follow Up
The post exhibition follow up is one of, if not THE most crucial element of the entire event and is a demonstration of your level of customer service. So it’s essential you make sure that strong leads are followed up immediately, to let the customer know that they and their business are important to you. At this point they’re also more likely to still remember you.

Stale leads are the quickest way to fail to meet a good return on investment for exhibiting. And a poor ROI is likely to bring into question the value of any future exhibitions.

These key areas shouldn’t be looked at in isolation but as part of a completely focused and integrated approach to make sure you project the best image for you and your business, leading to better long term sales and customer relations. This will give your exhibition a great place to start and ensure that the message and image you present remains consistent.

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