The average trade show visitor will spend less than ten seconds evaluating an exhibition stand or display before either choosing to walk away or step inside to learn more about what’s on offer.
If your space is overly cluttered with just too much going on, your message will get lost and your visitors will find it too overwhelming and difficult to process and will choose to walk away. You must convey your one, focused message in those first crucial few seconds.
Always remember that your visitors have often taken time out from a busy schedule to attend the event. If they do take the time to stop at your stand, it’s only polite that you offer them a good experience!
You need to make them feel comfortable and at ease stepping into your space. Once they’ve had a look around and hopefully stopped for a chat – you want them leaving you with clear and positive feelings about your company and brand.
Imagine you walk into a retail store which has loads of items on offer just inside the doorway or a shopping centre with signage everywhere offering “SALE!” / “10% OFF!” / “TODAY ONLY!” / “BUY NOW!” etc. etc.; it can be sensory overload when it’s not properly organised. You just don’t know where to start. It’s the same for your visitors. You need to create a good ‘flow’ of your products so people know how to navigate the products on show. The flow needs to allow easy access for visitors to come and go and also leave enough space for your sales staff to showcase or highlight products when necessary.
Ensure you have plenty of room for attendees to walk around your displays with ease. You want people to be relaxed and happy in your space. Allow for gaps in between small products sitting side by side. Don’t clutter! If things are too chaotic, it can be too much to process and your prospective customer will walk away without having gained a clear message or understanding of what you are offering. You may have exactly the product they were looking for, but if they can’t find it, you’ll lose a customer.
Rather than being enticing and inviting, an exhibit overflowing with products will act as a barricade, inhibiting access and interrupting traffic flow. It can also make your wares look cheap. People correlate the over cluttered look with dollar shops and flea markets!
If you have a hero product, single it out and feature it on its own display unit – let it make an impact. Consider a product demo; a well-timed demonstration can be extremely effective in stopping traffic, engaging prospects and leaving a lasting impression.
If you do have a lot of smaller to medium items to showcase, you can still benefit from a simple minimalist approach. Group a few related products together by framing them or using a specific product prop. Staggered risers can also give order to varied merchandise. Draw attention or to highlight your product’s functional appearance with LED illuminated shelving.
Consider showcasing your items in video on a screen or using graphics rather than trying to have every single product on display, or wall mount and label smaller products putting them at eye level.
Most importantly make sure your exhibition stand is functional for your purpose. Design something specifically to showcase your product and your brand. Establishing an orderly and engaging exhibition space with a focus on eye catching design will help to create an emotive connection between your trade show visitor and your products.
Talk to your exhibition stand designers to see how a well-designed exhibition stand can make all the difference to your ROI.