Exhibition Stand Design - An Ideas Hub

Exhibition Stand Design - An Ideas Hub

By:


Have you ever considered that there may be some kind of rationale or strategy behind exhibition stand design? There is no point just diving in with a trade show stand that "looks nice". There are many, many aspects of the design to take into account. For example, how well does it communicate your core value? Who else is exhibiting at the same trade show, and it is important to differentiate yourself from them? With these thoughts in mind, here are some things to think about before you order your next trade show stand:

The first question to ask yourself is this: what is your desired outcome for the show? If you want to engage people on a personal level, you will need to step out and grab their attention. Will your exhibition space encourage or impede this?

Next, think about what you want people who visit your stand to actually do. This is your call to action - ideally, will they give you their e-mail address? Business card? If so, you need a place where they can easily do that. Do you want to make a small purchase (and so predispose themselves to even bigger ones later on)? How physically will you facilitate this? Remember that there are no right and wrong answers here, but it is perhaps the most important question to ask yourself about exhibition stand design.

One question the very few exhibition designers think of is the following: how can you reduce visitor stress with your exhibition stand? The truth is that trade shows are tiring for everybody, because of the immense overload of information that people absorb during the course of the day. One interesting strategy is to make your stand offer a respite from this stress. Comfortable chairs (especially if that is what you sell!), Soft music and free coffee are all out-of-the-box ideas to attract more people to your stand. And these are all factors that will affect the stand design.

Who else will you be situated near? This is not something you will always know until shortly before the show, and obviously you will be ignorant of other companies stand designs in the vast majority of cases. However, if you find out that you are near a much bigger competitor, you may want to change your strategy to catch as much of their passing trade as possible. This might mean you offer free gifts instead of having a video on show.

Will you use video? This obviously affects the entire design of your area. Depending on your business, video may be perfect. For example, if you need to demonstrate online training courses. On the other hand, it may be wise to avoid video altogether - especially if every other exhibition exhibitor is using this strategy. There is nothing like standing out from the crowds with something completely different.

How can your design encourage an interactive visitor experience? Nothing beats engaging people by allowing them to feel and touch your product or service if at all possible. Obviously this is not always possible - however you can always get creative. For example, a company called Sunflower Design could have real sunflowers as part of their stand, and offer packets of some flower seeds labelled "planting the seeds for your marketing success".

One interesting question that you that may not have occurred to you is the following: Does size matter? The truth is that bigger is not always better. Say you have an exhibitor area half the size of all the others near you. So far, so bad or is it? If every other exhibitor invests in high tech video presentations, they risk relying entirely on the audiovisuals to do the whole marketing for them. It could make them lazy.

Now say that you decide to think outside the box with a shocking pink design and an fun/eccentric lucky dip for every visitor. In this case, which exhibition stand is going to stand out from the crowd? You know the answer to that.

This has being merely a brief introduction into the world of exhibition stand strategy. Think of these ideas as a springboard to focus you on the end results - return on investment.

About the Author:
Visit Envisage t o find out more about exhibition stand design and get tips on trade show stands



Article Originally Published On: http://www.articlesnatch.com


Tags: ,

|

Loading...
Related....
Videos...

Recent Marketing Articles

Comments

Still can't find what you are looking for? Search for it!

Loading

Site Navigation:

Copyright 2005-2011 ArticleSnatch, LLC - All Rights Reserved.
Privacy Policy | Terms of Service.