What makes a successful exhibition stand?
Ahead of this year’s edition of Sign and Digital UK, Rudi Blackett, event director for the show, offers advice to exhibitors on how to make their stand a success and ensure they generate plenty of interest amongst visitors
Friday, 15 Apr 2016 10:31 GMT
Rudi Blackett, event director for Sign and Digital UK, urges exhibitors to ensure that their booth stands out from the crowd
Preparation and careful planning is key to a successful show experience. Trade shows are an occasion when the main players in an industry are simultaneously under the same roof. The trouble is that you’re not the only supplier at the show, and the exhibition centre is full of your rivals, all vying for the attention of visitors.
You are more likely to achieve your objectives if you have specific, measurable targets in mind for stand design, management of your stand and effective follow up.
Your stand needs to make an impression, as you only have a few seconds to attract passers-by. Be clear about the message you want to clearly communicate with your exhibition stand. Your stand is your shop window, a direct invitation to say, “come on in”.
Preparation and careful planning is key to a successful show experience”
Develop a theme for your stand. Display the product or company names most recognised by attendees. Use lighting effectively to ensure graphics and products are seen in the best light!
Make sure there’s not too much text to read and no visual overload. Use fonts that are large and clear enough to be seen from a distance. Also, place your text on the top half of your stand so that people in your display area don’t block it.
Try it out beforehand. Setting up your exhibition stand in your workplace before the trade show will save time and give you a feel for the space you will occupy. You’ll soon see what you can include and what you’ll need to leave out. 'Size' everything to fit the stand.
Have one person in charge of every aspect of the exhibition. 80 percent of stand success is down to staff, so train them and have daily team debriefs.
Have one person in charge of every aspect of the exhibition. 80 percent of stand success is down to staff, so train them and have daily team debriefs”
Capturing the details of those you meet, who show an interest of any sort, must be a prime goal to support your future marketing and promotion. This requires real discipline when your stand is busy, and you can help yourself by designing an enquiry lead sheet to record every live enquirer. Don't ask closed questions. Open questions encourage prospects to talk about their company, issues and needs. Make sure you capture all the contact details and relevant information you can from your prospects.
Before the show, prepare your plan for following up your leads. Create follow-up contact messages and literature in advance, and set yourself a deadline to get these out.
Most importantly make time for all those invaluable, top-priority follow-up calls.
And don’t forget to book early for next year’s show!
