Written by Marta Gorka
Anyone who has ever taken part in the creative process of designing a trade show stand knows how challenging it can be. They also know that it can be very rewarding. Many business owners and marketing executives love the opportunity to challenge their marketing skills and do design exhibition stands that really reflect their brand and products. However, achieving this isn’t always easy, so here are our six creative ‘must-haves’ for an effective exhibition stand. Following these easy steps will help you design an effective and stunning exhibition stand and will definitely make you stand out from the competition:
Your exhibition stand needs to clearly reflect your corporate brand image. Consistent brand identity gives people confidence and helps form stronger relationships. If your business doesn’t already have a brand identity, team up with a professional design team that will help you create one. Building your identity is as important as the products you’re promoting and selling. It’s the face of your business and it will help you gain customer loyalty. Strong brand image also means that exhibition visitors will find it easier to recognise you. When designing your stand, consider your trade show objectives and messages you want to convey. If you just want to gain brand awareness and let everyone know your core values, you can do it by using consistent brand colours, your logo & graphics and good structural stand layout. If you’re launching a new product, your stand should also showcase your new products or services. Product launches and demonstrations attract more visitors, so make sure your stand tells everyone that something exciting is happening.
Trade Show Strategy:
A clear strategy plays an important role in your trade show success. Make sure you have a list of all trade shows and events you will be attending and floor space you’ll get at each. This will help you decide which exhibition system and set up will work for you best. Decide if your company needs a bespoke custom exhibition stand, a reusable modular solution or a lightweight portable display. Modular exhibition stands are great if you exhibit at more than two shows a year, they’re designed for multi-use with no refurbishing costs. They reconfigure to fit different stand sizes and allow for interchangeable graphics for updating content. A good strategy will help you decide what set up you’ll need to effectively market your brand and reach all your goals.
Once you’ve decided which exhibition system, style and size works best for your company, it’s time to think about graphics. Your exhibition sands needs bold graphics that catch everyone’s attention. Images you use should always showcase your latest products and services, so attendees know what you have to offer. Effective layout, look and feel of your graphics will make people stop by to say hi and find out more about your business. Your stand shouldn’t look too busy and confusing for visitors. It’s also not great if your stand is uninteresting, bare and does not say much about your company. If you want to make a lasting impression, make sure your stand reflects your brand and you use stunning, high quality images.
Video and Animation:
You don’t have to stick to static images when designing your exhibition stand. Use animations and videos to capture attention of visitors. Consider bespoke videos on TV screens, fun projections, informative slideshows and branded games on iPads. Interactive displays and moving images will enable two-way communication between your brand and your potential customer and will attract more visitors.
Integration of social media within your exhibition stand design is a great idea. Social media marketing is extremely valuable in any live marketing strategy. Consider creating a hashtag for your stand to promote a new product or host a competition. Include your social handles & hashtags somewhere on your stand. This way passersby that don’t stop by get an opportunity to check out your brand later.