3/6. Stand design. Create a show-stopping stand for exhibition success

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1 3/6 Stand design Create a show-stopping stand for exhibition success

2 FIRST THINGS FIRST: Which type of stand is best for you? PAGE / 02 Shell scheme Gives you more time to focus on organising other aspects of your exhibition, as we take care of your stand s structure for you. We ll provide the carpet, walls and a fascia board, and you ll just need to add the finishing touches. Space only A fantastic way to make your brand stand out and attract passers-by. Use the space creatively to show off your brand s personality and create something truly unique. We ve seen a lot of stands and have great knowledge of what really works, so feel free to ask us if you need advice. Finding a space-only contractor You have full access to our official contractor their contact details are in the exhibitor manual. A dedicated project manager from their Design & Build team will work closely with you to understand your objectives, and they ll then build a bespoke stand solution that will be a true reflection of your brand. Alternatively, you re welcome to source your own supplier.

3 Graphics > Get noticed amongst the crowd and attract lots of visitors to your stand by using eye-catching signage. > Keep it simple. Many visitors will glance at your stand as they walk past. A snappy sentence summing up what your company offers gives them enough information to want to know more; a lengthy paragraph will be likely to make them walk past. > Icons should be used in the place of text if they enable you to say the same thing. Remember: Make it visually clear who you are; visitors shouldn t have to look up at your fascia board to find out. Human interaction how to hook people in > Encourage prospects to come and talk to you; a warm smile, unfolded arms and eye contact are three key ways to give an instant impression of approachability. It s not just about what your stand looks like; it s about how you and your team appear too. > Add extra touches that will make your stand attractive; think air fresheners, fresh flowers, and anything else that ll make your environment more pleasant and welcoming for visitors. Remember: It s important not to waste your graphics by blocking them. Make sure that you and your team aren t obscuring the view of your banners. Samples and information Entice people to seek you out by thinking about which senses you can utilise when designing your stand. For example, two catering companies had stands right next to each other. One had an aromatic popcorn machine on the go, which visitors could smell from across the hall. The other just had a selection of leaflets. Needless to say, the company with the popcorn machine enjoyed a huge footfall to their stand. Remember: People love to test products before they buy, so keep samples, brochures and merchandise within easy reach on your stand. Although it may be tempting to place them towards the back so that the visitors walk through your stand, the nearer they are to the aisle, the more chance of visitors picking them up. PAGE / 03

4 Competitions Think about running a competition on your stand that s not only exciting and engaging for your visitors, but also shows a clear link to your brand s key values. E.g. to show your company s focus on precision, have a game console or deck your stand out with games that highlight complementing themes, such as archery or golf. This is a great way to boost brand awareness and attract a huge footfall to your stand. Construction and layout Thousands of visitors will be using the aisles so make sure you have signage that s easy for prospects to spot as they walk through. Pop-up stands and boards are ideal to place perpendicular to the aisle or at a 45 angle on the corner of your stand. This way you re not obscuring the view of your stand in any way, and the audience will see who you are and what you re about before they even reach you. Remember: Having a simple stand gives your signage room to be noticed by visitors, and a spacious layout gives ample space for crowds to gather. Screens Encourage visitor interaction and provide a great user experience by utilising touchscreen technology. With more and more digital advertisements popping up at bus stops, in shops and hotels, it s becoming popular to opt for moving-image media at exhibitions too. Make the screens illustrative of what you offer, and keep your content simple yet engaging. Remember: Screens are becoming the norm, but they re still exciting. Once one person starts watching, others tend to join. PAGE / 04

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