What does your exhibition stand communicate about your business

Good first impressions is crucial at exhibitions.

If we accept that most people at exhibitions have a very limited attention scope for things that may not be on their planned agenda, then having a stand that catches their attention and captures their interest is paramount to getting them to the next step, - to visit your stand.

But first let’s look at some of aspects to creating that impression.

Does your exhibition stand show who you are?

Your stand needs to be more than just a reflection of what your business does; it needs to deliver who your business is, why you are different, why you are special, and – most importantly – why the person who just glanced at your stand should make the immediate decision to visit and engage with you.

Of course, some visitors will have pre-made appointments to visit and discuss stuff. But to get any sort of benefit from actually being at the exhibition, you need to attract new traffic that is capable of generating new enquiries.

There is a lot of science in attracting visitors

There is an awful lot written about how to attract footfall in an exhibition environment, and much of it is – rightly – based on quantified knowledge of how humans see things in busy (and non-busy) environments.

Supermarkets have shown the way in how to capture attention

We can see this in action in every major supermarket.

Supermarkets can influence your purchasing decisions by displaying products in specific ways. For example, it is a proven fact that products displayed at eye level are more likely to be put into the trolley than products very low down, - or high up for that matter.

If we take a step back, supermarkets also influence our behaviour by having different coloured stickers for special price deals. This move is designed to catch your eye and is consistent with the key motivation of everyone in a supermarket, namely, to save money whilst buying the products they want.

What message do you want to deliver

So, with the lessons from supermarkets in mind, a key question for you is what is the initial message you want to deliver to people about to pass your exhibition stand?

In addition, to make that message as effective as possible, you need to deliver the right ‘feel’.

In other words, your stand needs to look inviting, interesting, exciting maybe, but above all else, professional, and informative.

You are obviously not trying to get someone to put the leading brand of beans in their basket, but the principle is the same. You want them to select your stand to explore further their sudden need to find out what your business is all about.

Get professional help with your exhibition

So, the best advice experienced exhibitors can give you is get professional advice and help with the design, layout and componentry of your stand. Have a look at some options for Event displays and exhibition stands.

We would be delighted to give you the benefit of our years of experience and can give you ideas that align with your exhibition objectives.

Whoever you choose as your exhibition partner, make sure your promotional objectives are clear and differentiated.

Take a lead from the supermarkets.