When it comes to your image at an exhibition or event, the impression you and your stand make in the first 10 seconds can determine whether a potential client or business partner wants to find out more about what you have to offer.
There are a number of things to consider in order to create the right impression when exhibiting and these include your dress code, what giveaways (if any) you want to be offering and how you wish to present your stand. These all help to draw potential clients in and can say a great deal about your approach to business – for better or for worse.
You also need to consider that this is the environment in which your and your colleagues will be working for the duration of the event – and this can be over seven days straight at larger shows. So, if your environment is neither appealing nor engaging for your clients then it is not going to be appealing or engaging for you and your colleagues either.
It will depend on which event, which industry and the message you are trying to portray to then guide you in your decision with regard to dress code, giveaways and your engagement with visitors to the event. For example, if you are exhibiting at a financial event where many Directors from large international companies will be visiting then smart attire would be recommended. On the flipside, if you are exhibiting with a fun interactive stand at an event such as the Toy Fair then you can most likely take a more casual or branded approach to your dress code – you could even include a brand mascot.There are numerous items – and all ideally branded – that can be used as giveaways. If you have ever visited a show then you have probably taken some of these home with you. Some might have gone straight in the bin as soon as you got home, others might have served a more functional purpose and may even still be on your desk being used on a daily basis. The most common giveaways – and the least likely to be thrown away – are pens and note pads, which can be relatively inexpensive when purchased in large quantities. Just remember that the nicer the pen, the more likely it will be the daily pen of choice for your clients and it will subconsciously reinforce your brand every day. If you have a larger budget you may want to consider more substantial items such as flasks, diaries and portable chargers. You might also choose to hand out these giveaways in a goody bag; in doing so people cannot be selective about which items they want but will instead take away your brochure or business card along with the stress buster they had their eye on. They will also become a walking advert for your brand – if the bag is branded!
Finally, and arguably the most important aspect, is the exhibition stand itself. If people are not attracted to your stand then you will have nobody to talk to or give your promotional items to, which makes the whole exercise far less effective.
There are so many options when it comes to your stand. Some you will have to build yourself and some will be built for you at the show . There can be a vast difference in the impression given from one stand to another and it is quite often unclear what you are getting prior to the show. Thus it is imperative that you understand what you are getting and that when you are at the show the stand is something that exceeds your expectations and draws visitors in to your stand. This is key both to your success in exhibiting and to your relationship with your stand designer/supplier.Your budget is of course always going to be a major consideration when finalising your stand design, so it is sensible to set out your budget and break down what you want to spend on each element of the show. Exhibiting can be more costly than many people expect and thus it is important to find a solution that offers a full package while still delivering the impact required to make the show a success.
Creating a space that is bright, elevated and clean gives for a much more effective and positive environment both for your team working there and for prospective clients coming to talk to you about your products and services.
When deciding on your stand, don’t always rely on 3D designs and drawings but instead ask to see examples of finished stands as these give a much better indication of how your stand will look as a finished item. Many 3D designs and drawings will not show you joins in the graphics or the quality of the print and therefore your finished stand may not turn out exactly as you expected it to be.Everything above contributes to a successful presence at an exhibition or event. If you would like to talk to one of our experienced and friendly team to discuss your plans for exhibiting or have any questions please feel free to call us on 01798 817900 or email firstname.lastname@example.org and we would be more than happy to help.