Committing to an exhibition can prove demanding on resources, finances and time, with planning likely to begin at least six months in advance due to the possible requirements for new literature, hospitality, product launches, staffing arrangements, etc. Needless to say, efficient preparation is as vital to success as the stand design itself. Exhibitors should think as much about the finishing touches as about the actual design. Careful attention to areas such as cabling, storage, AV, graphics positioning, floor trims, etc., are all likely to contribute to the overall effectiveness of the stand.
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Needless to say, when undertaken correctly, exhibiting can prove highly effective in reaching specifiers, consultants and contractors. In their article entitled 5 Reasons Why Exhibitions Are Great For Businesses, specialist stand designers ISOframe point out that "... trade shows provide the perfect opportunity for smaller companies to show they can match the expertise of their larger competitors by placing them in the same room."
Visiting trade shows is a very useful way to gain ideas and tips, and walking around a similar exhibition in advance can help exhibitors make the most of their presence by thinking about pertinent issues, such as:
- The range of opportunities available through either shell scheme or space-only stand accommodation.
- Strategies for distinguishing your stand from competitors and minimising the standardised appearance often associated with shell schemes.
- The use of dynamic displays and interactive media to attract and maintain visitor attention.
- How stand design can be used to create an inviting atmosphere, and, conversely, how certain design choices can unintentionally produce a “fortress” effect that deters engagement.
- Ensuring signage communicates a clear message - with particular attention to the immediate visibility of the company name.
- Confirming that the product or service offering is readily identifiable and easily understood at a glance.
- Best practices for the presentation of text on posters and signage, including appropriate font size, readability from the aisle, effectiveness in capturing attention, and clarity of messaging within the brief time available as visitors pass by. Consideration should also be given to optimal text placement and the potential benefits of back-lit imagery.
- Assessing the value of collecting unsolicited contact information / business cards - determining whether exhibition attendees represent genuine prospects or a broader, less targeted audience, and considering whether incentives such as a prize draw might enhance engagement quality.
- The importance of accessible and well-presented digital information as well as brochures and leaflets.
- The provision and management of staff facilities, including clear policies on eating and drinking, and the advantages of incorporating adequate storage for personal belongings within the stand design.
- The effective use of digital presentation materials - considering appropriate length, audibility, placement within the stand, and the potential for obstruction by staff or visitors.
- The strategic significance of the stand’s location within the exhibition venue.
Once the decision to exhibit has been made, designing and constructing the stand will require equal care and attention.
As stated above, committing to an exhibition can prove demanding on resources, finances and time, and careful planning and consideration is required if a successful return on the investment is to be achieved. In their blog article entitled Calculating the ROI of Construction Trade Shows, SpecifiedBy provides some food for thought by attempting to clarify what defines successful exhibiting. This is a personal take based on their own attendances and exhibiting experiences, and it includes a basic formula designed to calculate the cost of lead generation in order that comparisons can be made with other promotional activities.
Further Information
Further support and information on getting the most from exhibiting is available from the specialist agency Facetime, which is an initiative created by the Association of Exhibition Organisers to provide marketers with guides, training and expert help in achieving the most from exhibiting. Their website provides many free guides, research, webinars and videos.
For companies considering international exhibitions, a useful resource is the article published by the US magazine, Exhibitor, entitled Four Steps to Foreign Exhibiting. This covers subjects such as travelling, shipping, currencies, stand-building, and staffing, and includes a checklist at the end of the article.
Note: Construct UK has also compiled a list of specialist exhibition stand designers and contractors which can be viewed here, whilst our updated index of 280+ UK Construction Industry Exhibitions is available here.