We all want to be noticed and be seen for the things we are good at. That’s why we want to share our knowledge on how to make your company stand out from the crowd at your next exhibition. There are 2 main considerations when creating an exhibition stand.
- How to attract people to your stand?
- How to engage with people at your stand?
noun: attraction; plural noun: attractions
– the action or power of evoking interest in : a place which draws visitors by providing something of interest
Your stand needs to be interesting, something that will draw people in and stop them in their tracks, so think about the design of your stand. It’s your shop window so you have to make it look good, make it spectacular and it will then be attractive to your audience. Be bold and innovative but get your message across. For a quick overview of some great stand designs, take a look at our Pinterest boards here. Displays 2 Go has years of experience in the Australian exhibition arena providing solutions for well known brands like Assa Abloy, EasiYo, Griffins, Anchor, Jetstar and many more.
Have a point of difference whether it is with the use of light, sound, colour or simply your brand. Colours and light are a fantastic way to attract attention from across a crowded room and are often overlooked. Effective lighting can create a unique atmosphere that will really help you to stand out from among your competitors. Sound is another way you can engage a customer whether its the sound of something relating to your stand or a person on a microphone. Sound is one of the key senses in the human body and one we use everyday to attract attention.
The use of social media and QR codes is also something that should not be overlooked. Sending out messages to your followers leading up to the exhibition can help bring in customers on the day. You can also use it during the exhibition to upload pictures, announce competitions and raise company awareness. However, not everyone has the time to wander around an exhibition for hours talking to people and finding out more about a business or product, but if they pass your stand and think “Wow thats looks interesting but I’m out of time” a scannable QR code is a great way for people to learn more about your business later.
verb: engage; 3rd person present: engages; past tense: engaged; past participle: engaged;
– occupy or attract (someone’s interest or attention); involve someone in a conversation ; participate or become involved in.
So now you have attracted people to your “shop window” you need to engage them, to capture their interest, to seize the moment and entice them into your “shop”.
Be generous with your time, and be generous in sharing your expertise. Your audience is looking for proof that you are an expert. Have plenty of friendly staff on your stand so that you can spend time with people. It takes time to gain trust and loyalty.
Once engaged you now need to convince them that the product is right for them. People always like to see/taste before they buy so why not give a demonstration of how your product works or give people the opportunity to taste it. Have your stand set up in a way that allows this to happen effectively and without clutter. Displays 2 Go has the experience to advise you on the best demonstration tables and how your stand might look to accommodate this.
Be interactive and create a little fuss, everyone wants to know what all the fuss is about! A great video can sometimes cut through the clutter, so think about a screen which people can look at without feeling an obligation to buy your product. People also like to touch and engage in your product so think about how you can incorporate this onto your stand. Putting a screen onto your stand is so much easier than it used to be – you can even buy display equipment that allows you to bring your own screen, and thereby save on the excessive costs from the exhibition hire companies.
Other considerations to think about on your stand are:
Drinks – The smell of a good coffee can be a great diversion and it provides a talking point and often a much needed thirst quencher – it’s thirsty work walking around an exhibition! Take a look at this link for some amazing latte art (http://www.hongkiat.com/blog/creative-latte-coffee-art/)
Seating – because walking around an exhibition all day is tiring on the feet. There’s many a potential client who’d love to sit down and talk to you, if only to take the weight off their legs!
Staff – everyone needs their happy face on, and everyone on the stand needs to know your products/services. You only get one chance at this, don’t blow it with grumpy people who don’t know what they’re talking about! To learn more about staffing, read this article
Competitions and tasks – get visitors doing things on your stand, not just looking at your products. Their experience should be sensory in many different ways. Think about moving visuals, think about competitions and the use of iPad counters or touch screen tablets to record the data, think about getting people to leave their business card. Give people a Call to Action, not a Reason to Leave.