By Mark Thompson, managing director of exhibition stands manufacturer Printdesigns.
When your business attends a trade show, exhibition or seminar, you are potentially competing with hundreds of other businesses vying for visitor attention. With such fierce competition, your exhibition stand serves as your most vital tool in ensuring that your brand isn’t lost in the crowd.
So, with that in mind, how do you ensure that your stand delivers the maximum ROI (return on investment) that makes attending these events worthwhile?
Often many businesses have the impression that the flashiest exhibition stand will automatically translate to better customer engagement. However, this is not always true and in the majority of cases, starting with the basics is the key to maximising ROI and meeting your business goals with your exhibition display.
Clarity is vital
When we say go back to basics to your stand design, that isn’t to say that vibrant signage, technology integration and interactive activities do not have their benefits, they absolutely do, it’s about ensuring that your exhibition stand isn’t so overloaded with bells and whistles that your brand message or USP becomes lost.
The same can be said if you opt for a design that is too basic. Minimalist design can convey a modern, sleek professionalism that is ideal for certain industries but there is a risk of your stand and message being easily missed.
I can remember several occasions where I have visited a booth at a business exhibition and had to Google the company name after the interaction to understand what exactly it was that they did.
The answer? Clarity.
Your stand's design should instantly communicate your company's value proposition. A concise tagline, a clear value statement, and visuals that showcase your product or service are essential. Visitors shouldn't have to work to understand what you offer.
Go beyond the booth
Exhibition floors can be a whirlwind, a constant flow of people moving in all directions with an ever-present murmur of hundreds of conversations taking place at the same time. Amid all this hustle and bustle, not every visitor will have the time for a lengthy conversation at your stand.
This doesn't mean that they have to become lost leads. Make it easy for attendees to connect with you later by prominently displaying your contact information. Include your email address, a QR code that links to your website and even social media handles.
This not only means that your business remains in the memory, but it also allows visitors to enjoy the exhibition at their own pace and to follow up interactions with your brand at a more convenient time, afterall, no-one likes being bombarded with relentless sales pitches and feeling pressed into making an immediate decision.
Share the buzz with photos and videos
In the post-exhibition scramble, attention captured during the event can quickly become a distant memory if you allow it to.
Throughout the course of the event, make sure that you are taking plenty of photos and videos of your exhibition stand being enjoyed by visitors and interactions with your staff and make sure to capture any important discussions or product demonstrations.
This footage can then be shared both during and after events via social media, your website and other marketing campaigns to extend the reach of your exhibition participation and continue to ride the momentum gained during the event.
By tagging the location, including event-related hashtags and sharing within relevant groups, even visitors who missed your exhibition at the time of the event still have an opportunity to discover your offerings and hear your message.
Choose your stand location wisely
Prime real estate at trade shows comes at a premium, and for good reason.
While it may be tempting to nestle your stand into a quiet corner to save some money, realistically you are sacrificing visitor engagement and brand awareness.
Opt for a location that benefits from high foot traffic, ideally in a dedicated industry zone or amongst other complementary businesses.
Aim for a booth along a main aisle, especially one with ample width. This allows for a natural flow of traffic and encourages people to stop and explore your stand. Avoid narrow aisles where visitors might feel crowded or hesitant to linger.
Consider spots near the entrance, exits or popular attractions such as food areas or speaker stages. These areas naturally draw a high volume of attendees, increasing the chances of your stand being noticed.
Think long term
Exhibition stands can often present businesses with a substantial upfront cost, making it vital to ensure maximum ROI.
To ensure that you get the most from your expense, invest in a stand that is designed to be reused. This allows you to save money when attending future events but also contributes significantly to sustainability.
Your stand should be built with durable, high-quality materials that can stand the test of time and be easily reconfigured for future events.
The initial investment in a reusable stand might seem higher upfront compared to a disposable option. However, the cost savings over multiple exhibitions are significant. You'll avoid the recurring fees associated with custom builds, graphic reprints and shipping bulky materials for each event.
About Printdesigns:
Printdesigns Limited was formed in 1999 as a start-up business run by husband and wife team Mark and Charlotte Thompson. From a 2 person team working from small office premises with a single large format ink-jet printer, we have grown to become one of the UK’s leading large format print and display companies with a turnover exceeding £2M p/a and a complement of around 15 staff.
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Printdesign, Emerald Way, Stone Business Park, Stone, Staffordshire, ST15 0SR