A list of top tips for your exhibition stand design and event marketing strategy
Credit for above image goes to the good people at Boothster
Exhibiting is one of the best marketing strategies that can help get your brand out there and promote your products and services. It requires time, money, and resources, not to mention the day itself can be tiring and exhausting. But if done correctly, exhibiting can be very productive and profitable. The biggest decision will be to choose your exhibition stand design. There’s pressure to get every element of your stand right to ensure it stands out and creates a strong impression on potential customers. Here are a few tips for your exhibition stand design to help you achieve maximum exposure during exhibitions UK:
1. Set Goals
Before you begin designing anything, it’s important to define your objectives and reasons for exhibiting, which could be sales generation, product launch, brand awareness, market research, or networking. Different objectives require different display designs for a more effective stand. You could design a good-looking stand, but if it fails to clearly convey your products/services’ capabilities or the company’s image and values, then you’ll have wasted your time and money.
2. Focus On Your Target Audience
Now that you know what you want to achieve, the next logical step is to identify your target audience. Consider the kind of people who’ll be attending the exhibition and design your exhibition stand based on their needs and wants. Persona mapping is a great way to figure out who your target audience is. When you know who your ideal customer is, you’ll be able to make better design choices down to the right colours to use, which will ensure you attract the right prospects.
3. Consider Different Materials
Choosing the right material can help reinforce your image and create an attractive dazzling exhibition stand design. Don’t be afraid to experiment with different materials to best reflect your brand and enhance the message you want to convey. Plastic and metal create a contemporary, modern feel while rich wood tones give a more traditional feel. Don’t forget to use fabrics as dividers within your stand. They are perfect for separating meeting areas.
4. Include Graphics
People have a short attention span, especially since they have multiple other stands to visit during an exhibition. Images and graphics are a more effective way to communicate a complex message/idea quickly. Use life-sized, high-quality images and keep signage simple and well-crafted. Graphics isn’t something you want to be done poorly. Other than delivering a message, it represents your brand in a professional way. If graphics design isn’t your cup of tea, consider hiring a professional. Make sure your graphics make a lasting impression and are visible from a distance.
5. Avoid Being Text-heavy
You’ll need to use text to communicate important information on your stand. Keep the text short and simple because no one is going to stop to read long sentences, and jargon may just be confusing altogether. Use action verbs or a slogan that people can remember after the exhibition. Make sure the font is large, clear, and easy to read, even from a distance. The text should be placed anywhere on the top half of the stand so it’s not blocked.
6. Maximise Space
Your exhibition stand should fully optimise the exhibition space you’ve been allocated. Contact the event organisers beforehand to confirm dimensions so you know exactly what you’re working with. Focus on having a display area with enough space to move around and make it accessible to everyone, including those with mobility problems. Ensure there are no barriers when entering, and meeting areas are kept to the back of the stand. Also, capitalise on the maximum head height and heighten up your stand for maximum visibility.
7. Use Appropriate Lighting
An exhibition stand requires proper lighting for a number of reasons. For starters, it makes your stand more visible from far, allows visitors to clearly view displays and read texts, and draws attention to the most important elements on your stand. It can also be used to create a certain atmosphere depending on the desired outcome. Ensure your stand is well-lit and use LED strips or spotlights to highlight something in particular like a new product. You can also use coloured lighting to create a particular tone that separates you from other exhibitors.
8. Make Your Stand Interactive
Incorporating interactive activities at your stand is an effective way to draw attention during an exhibition. It makes your stand more engaging and allows audiences to really immerse in your brand. Some great ways for engaging visitors include adding sound and visuals, offering refreshments, uploading live event updates like online live promotions, as well as using event technology such as VR headsets, video content, and AR. When visitors are engaged, they are more likely to stay longer at your stand and ask questions, giving you a chance to interact with them more.
About the author
Ryan is the Co-founder and CEO at ExpoCart which is the one stop shop marketplace for products and services for exhibitions and events. Through our intuitive platform, we make it easy to companies to hire and purchase everything they need for their exhibitions in just a few simple clicks for venues across the UK.
With hundreds of products available, we aggregate products from a network of the UK’s leading event and exhibition suppliers.