Designing an Exhibition Stand for Your Business

Most people will be tempted to pos iti on their stand next to the entrance but often, many visitors will walk into the ‘heart’ of the exhibition before they begin to interact. Locations on the main/bigger aisles are often favoured but also try thinking about areas where visitors will congregate for example toilets, refreshments, seating areas, and so on. Corners of intersections give a feeling of openness and catch many visitors, many times. Try to avoid the small cave-like exhibit space, but if you must use one, don’t stand inside the shell waiting for people to stop. Get some marketing aids and pace about in your front space: now is not a time for letting people go about their business un-hindered! Many exhibitors will be put off by having big companies as neighbours, but this can also work to your benefit: if visitors find it hard to get into their overcrowded stand, they may visit your stand whilst they are waiting for their opportunity and develop an interest. The following link looks at a typical exhibition layout so that you can distinguish between the best and worst locations for your stand. It is important to remember that all stand locations are subjective and that each venue will have a different layout. Although this layout guide may be helpful, there is no substitute for visiting the venue at an earlier date to identify the best locations through your own eyes and experience (as a visitor). Click to view: A Typical Exhibition Layout

Designing Your Exhibit

Well, you have an ideal location at the exhibition but what good will it be if visitors are drawn away from your stand because of poor design and interactivity. The design of your stand will be the key for the visitor gaining interest: after all that is why you are there – to get people to stop, talk, look, listen, take, buy… When designing your stand, you should keep in mind that you want to speak to as many visitors as possible. You should therefore design your stand so that visitors get as much information and experience as possible in the shortest time. Many people immediately think that the use of a video presentation is a good idea. This is true so long that you use it in the right context: do not make the video too long, say, 3 minutes (on a continuous loop) and make sure that the video is informative. If you feel that video is not necessary, than do not use it. Quite often, it can be hard to hear as the noise at an exhibition can be very loud. If you do use video, try to blend the TV into the design and surroundings of your stand. Because exhibitions are noisy, try to deliver information with the use of visuals such as photographs, diagrams and prototypes. Do not over do it with text displays as visitors will get bored of reading: if they want further information, they will talk to you. If text is unavoidable, make sure it is appealing (use punchy and descriptive words) and readable (size). Put finer details and general business information into leaflets or brochures so that visitors can read further at a later time: you have to respect that they too want to see as many exhibits as possible. Make sure that people can easily move around your stand without the hassle of dodging equipment and furniture. Do not think that the bigger your stand, the better: bigger stands can be harder to control. Use appropriate colouring to liven up your stand. Avoid colours that are too dark and at the same time do not use colours that are too bright. Visit exhibitions before hand to get some idea of colouring schemes so that you can find something that best suits your business, but try to add a little originality. Use large printed posters for your display walls or easy to transport and erect pop up systems which can be carried in a car. The cost of poster printing is now within everyone’s reach, and the effect is professional. Most large towns have walk-in printer services and they will help with the design if you are not a budding Picasso. There are a number of on-line printers who can accept your design by, say, Microsoft Word, and then deliver it to you.
Lighting is also important as too much can cause excessive heat, making it difficult for you to work and remain comfortable: visitors will also be affected as the heat will reduce their attention span. In addition, not enough lighting can reduce the effects of visuals and make your st and look dull. You should therefore try to find the right balance of lighting to provide good working conditions and to compliment your display. In business to business events, the objective is usually to get hold of every business card that passes your stand. Why? This is the quickest and most accurate way to get the details of potential sales contacts. Some people use a prize draw to extract the card and some will offer ‘more specific’ information, or will ensure their ‘expert’ will be able to cure all ills… whatever the tactic, collecting business cards is a vital requirement for all B2B exhibitors. When designing your stand, remember that you are trying to attract attention and so it is important that you add as much originality as possible: but try not to over-do it.
You may wish to follow this link for exhibition pop up design

Article Index

1. Using Exhibitions to Market Your Business
2. Designing an Exhibition Stand
3. Staffing and Publicity for Your Exhibition