Good Design

Easy Assembly
If you plan to travel with your exhibition stand and want to be able to save on install and pack down fees at different venues, you will need to take into account the versatility and easy assembly of your chosen stand package. A well designed stand should be easy and quick to install, saving you on-site labour costs.

Light Weight
Perhaps not the most obvious of considerations but you will save money on transportation if your stand is light weight. Also, install will be made easier if the actual components are lighter to move around. You could save on forklift costs if your stand can be erected by manpower alone.

Pack Down, Storage and Transportation
A good exhibition company will take care of all these things for you., but if you do need to pay for storage and/or transportation you want the stand to take up as small a space as possible to save on costs. Packaging should be sturdy and reusable too so that when you re-assemble your stand at different venues, it should look like new each time. Most exhibition companies will include upkeep and touch up paint in their costs.

Accessories
Get as many accessories as you think you may need as part of the initial package. For instance; lights, carpet or floor tiles, lockable counters and storage, even graphics. Furniture is generally an extra but you can still ask your exhibition company to add chairs, tables, plants, a bar setting, plasma screens etc. to your quote so that when you turn up at the show, you have everything you’ll need already there.

Graphics
Your exhibition stand package will probably come with graphic panels included. Don’t waste this opportunity. Get your own graphic designer or your exhibition company to come up with something that will best advertise your company. Many people use these panels as just ‘background’ images but this is all advertising space which you have already paid for so should be using it to its best potential.

Price
Probably your most important consideration when choosing an exhibition stand package. Obviously you will have some kind of budget to stick to so shop around. If you see a particular stand you like but out of your price range call the exhibition company and ask if they might be able to save any costs. They will be able to take out a couple of graphics that you may not need which will reduce the price, or they may be able to offer you a cheaper flooring option. Always give the exhibition company your budget and ask them to offer you something suitable.

A good exhibition company should always be able to adapt their product to your needs. Tell them what it is you are trying to achieve and ask advice on any issues you are unsure about. They are there to help you.

Before you go out spending a lot of money on materials, do your research. If you do an online search for ‘Trade Show stand designs’, you will find thousands of photos and articles of various stands from all sorts of industries. Spend your time going through these and take note of those that really catch your eye. What is it in particular that draws your attention?

Once you have discovered the look that you like, it’s time to start drawing up plans for your own stand. You don’t need to be an artist, or an architect, just a simple sketch is all you need so that when you start buying parts and getting to work you have an idea of what you want to achieve. However, working with an expert stand designer can be helpful and a cost effective way to make sure your design is right for your needs.

Don’t forget that whatever type of stand you build, it will need to be easily portable and sturdy enough to handle a lot of foot traffic and some bumps and collisions. Something else to take into consideration is that after the trade show is finished, if you are planning on keeping the stand until the next show, you will have to store it somewhere. You probably don’t want a large stand taking up your entire storeroom and preventing you from using it for other purposes.

Another consideration to keep in mind is that this stand will need to be transported, assembled and disassembled – probably many times. You don’t want the construction of the stand to be too difficult for you or your workers when they get to the trade show location. We’ve all spent many an hour trying to put together flat-pack furniture which claims ‘Easy-to-Assemble’ – there’s nothing worse. Some exhibition companies will help you with the assembly and disassembly of your stand, so it can be worth considering this option.

It is a great idea to check out the competition whenever you attend a trade show. Look at how they have designed/built their stands and think about whether there is anything you could adapt for use with your own. Trends change over time and you don’t want to be exhibiting with an outdated, tired looking display. This is another reason why hiring an expert in the field can help you make your business stand out. The experts in the industry know the latest trends.

Finally, when building your Trade Show stand you need to remember that it will be representing you, your business and your product at every Trade Show that you attend. Ensure that your stand is easily identifiable as belonging to you, by adorning it with your business logo and colours. Also, don’t be afraid to make alterations if, after attending a Trade Show or two, you identify changes you could make to your stand for convenience or ease of use, and always make sure that the stand is well-maintained.

Space for Staff
How many staff members will you have manning the stand at any point in time? Each staff member needs plenty of room to sit or to stand to talk to customers comfortably. Customers also need space to talk to your staff members. If space is at a premium, you may want to have fewer staff members manning the stand, even if that means customers have to wait a bit longer for service. A good rule of thumb is to allow at least 80cm2 for each staff member.

Space for Storage
Plan where you will store extra brochures, business cards, order forms, or giveaways. You won’t be able to have all of these items on display (most exhibitors hand out thousands of business cards in a single day at the trade show. Check whether you can store any items anywhere else with the exhibition organizers. An option may be to store a minimum amount of items in the actual stand and have a staff member go to the car or van to restock as needed throughout the exhibition.

Space for Signage
While signs may not take up much space, especially if you hang the signs on the walls of the exhibition stand, you still need to consider the space for signs. There is little point in hanging signs and then covering up the signs with things in front of the signs, so no-one can actually read the signs at the back of the stand. If you use banners or stands for your signage, you need to allocate that space accordingly in your exhibition design.

Space for Surroundings
Creating a type of ambiance in your exhibition stand is important. Sometimes, you may just want space to avoid the stand feeling cluttered and uninviting to customers. It is better to have some ‘empty’ space rather than to give the impression of clutter and mess.

Space for Products
Decide which products you will be promoting at your exhibition stand. If you want to highlight a particular product, you will need space for the product, space around the product so that customers can see the product clearly, and space for the lighting which will highlight the product in your exhibition stand.

Space will always be at a premium when you create your exhibition stand. You need to decide how best to use the space you have and how to avoid making your stand feel cluttered, messy, and unusable for the staff and customers.

Talk with your exhibition designer about the best ways to use the limited space you have in your exhibition stand. You should map out the stand and play with moving elements of the stand around on the map before you commission your signs, furniture, and other exhibition stand products.

Remember the adage that sometimes less is more when you are designing your exhibition stand. Remove the clutter and make every centimeter of your allotted space for your exhibition stand count.

Here are some things you can do:

‘Upgrade’. You will come across this term a lot in the exhibition world. An ‘upgrade stand’ is somewhere between the standard shell stand and a custom designed stand. Basically, it is customizing your shell by re-arranging your floor plan, adding graphic panels, curved panels, plasmas, showcases, lighting, storage, furniture etc. to create a completely unique look.

Use colour. Many trade shows offer standard ‘shell’ booths which are all the same. Get some funky graphics designed or at least different coloured wall panels which will both fit in with your corporate identity and also help you to stand out.

Maximise signage opportunities. I’m not suggesting you fill every space with signage and graphics but make the best use of the space you have available. A custom fascia won’t break the bank and while everyone around you may have the standard black text on white background, a coloured fascia with logo can look really professional. Also, use the vertical space again. You could erect overhead banners if allowed. Think outside the square a little; look at  back-lit or 3D alternatives.

Use AV options. If you have several products to show, but only a small space you could use a plasma screen with photos, details or even a video demo. This is great as you can incorporate sound as well as sight to lure your prospective customers in. Another option is computer screens with interactive displays so people can look through your products at their own pace.

Hire some exhibition furniture. Don’t stick with the standard boring bar stool and table, try something different. Coloured ottomans and coffee tables, leather chairs or lounges, egg chairs, beanbags or custom made furniture will all turn your ‘meeting area’ into a feature area.

Accessorise. Instead of having your brochures in a pile on the desk, hire a magazine rack. Have some plants scattered around to make the place look inviting. Hire a competition barrel in which to collect business cards.

2. Keep colours to a minimum. Don’t make things look busy by using bright and contrasting colours. If your company logo is blue – make this your overall hue and use neutral complimenting colours. This will not only keep in with your company branding but will allow your products to stand out.

3. Create a ‘good vibe’. Make your stand welcoming. You can use smells, lighting, sounds, visuals and a comfortable meeting area. Materials and finishes are particularly important in creating a ‘vibe’. Work with your exhibition stand designer to come up with somewhere you can sit and discuss business in a relaxed and conducive surrounding.

4. Give your customers a reason to visit. Try and plan an ‘event’ such as a badge /business card draw, a raffle, a talk, competition barrel draw, a demonstration etc. at a certain time. Advertise that time on your stand so you can gather a crowd. Also, advertise special events before the show too. Not only is this good for your own business, the organisers will be happy that you are driving attention to their show.

5. Get personal. Instead of just sending out general information to all your customers/prospects before the show, create and send a personal invite. You can even allocate a time for them to visit you on your exhibition stand so when they do turn up they will feel that you have put aside some time just for them.

6. Add some funky design elements. Although abiding by tip number 1 to keep things simple you can still add that extra touch such as an interesting lampshade, or brochure rack. Use imagination with display cabinets. Get something specifically designed for your product. A groovy lounge or designer chair can really make a stand come to life.

7. Offer food and drink. Depending on your stand size and budget, you could have anything from a full bar or café to just a simple coffee machine or water cooler. Discuss your options with the event organiser.

8. Accessorise. A couple of well placed plants or flower arrangements can add a homely, natural feel.  At a beauty show for instance you will see a lot of ‘natural’ elements such as plants, pebbles, water features etc.

9. Give something away. Find or create something you can giveaway to your prospective customers. Anything from pens, mouse-pads, mugs, key-rings, fridge magnets, etc. can be customised with your company logo. Or better still, find something in line with the show. For instance a computer/IT/tech company could giveaway memory sticks. A printing company can giveaway notebooks or calendars.

10. Entertain your customers. Exhibitions or trade shows can be tedious places for the buyer. They’re often traipsing from exhibition stand to exhibition stand being overloaded with information and sales pitches. Be different; offer up some light relief. Depending on our audience and budget, you can hire people who specialise in entertaining at events, from spruikers to magicians, to dance girls.

Using Audio/Visual Equipment
In order to keep a competitive edge, you need to be up on all of the latest technology, and know how to take advantage of it at trade shows. A great audio/visual display will definitely bring in plenty of potential customers to your display, because they will want to see what is going on. You have loads of options when it comes to audio/video displays, including:

• Powerpoint slide shows on a screen
• DVD’s played on big screen televisions
• Films

By using an exhibition rental company, you can get all of your audio/visual needs included in your trade show display package.

Signage
Just like your store front, you need great signage to attract potential customers to your trade show display. Many small business owners who can’t afford such luxuries, you can still have wonderful signage created by your exhibition hire experts. Not only do they provide great trade show furnishings, they also have graphic designers who can take care of all of your signage requirements.

Display
If your customers cannot see your product, why should they purchase from you? Talk with the exhibition design company experts to come up with a display plan that will definitely attract customers to the stand. You can use eye-catching devices such as a pop-up display stand, a rotating display stand, or shelving that puts your product right at eye level as people wander around the trade show.

There are all kinds of things you can do to create an effective, eye-catching trade show display that people will want to visit. To get the most out of your trade show experience, you should take advantage of the services offered by exhibition hire experts. They know exactly what it takes to create the best trade show displays, and how to do it within your budget.

1) Bring lots of literature with you. As you are working your display, you can hand out brochures, pamphlets and other items to passersby, introducing yourself and your business as you do so. This way, you can talk to people about your business and product/service, and show them what you are all about. They will have been able to speak to you personally, and ask any questions they may have, and they will also have the literature to take home with them. They may even holler over to their friends, and get them to come and listen to your pitch.

2) Leave your display as often as possible, and take your literature with you. Approach visitors and other displays, introduce yourself, and let them know what you are doing at the trade show or exhibition. Talk with people, and find out their needs. Then, find a way to let them know how they can benefit from your product or service, and tell them where to find your display. More often than not, they will stop by and visit to learn more.

3) Walk around without literature too. Visit other trade show displays, and talk with the staff and management at the various booths. Get to know them, and their products and services. Talk to them about possible ways to do business together to increase profits for all of you, or how you can combine promotions to save money on advertising. Basically, you want to get out there and work the room!

4) If you have staff at your trade show display, make sure they get out and network themselves. They may be able to better target specific market groups. For instance, if you are selling a product that is aimed toward teenagers, you should have one of your younger employees (or a friend or family member) talk to people about the product. Or, if you own an antique furniture restoration business, have one of your carpenters talk to people about the processes involved. This is a great form of networking, and you don’t even have to do anything yourself.

5) You can even start your networking before the trade show begins. If you use social networking sites such as Facebook and Twitter, you can put out the message to everyone that you will be at the trade show. Have online chats with other business owners who are planning to attend as well, and talk with them about your individual strategies. This is a great way to get advice before the trade show, especially if this is your first.

When you are attending trade shows, you have the opportunity to network with possibly hundreds, even thousands of people in just a few days, and you need to take advantage of this opportunity. This is one of the best ways that you can advertise for a relatively low price, and be able to reach a mass audience in one small place.

If you have a new product that you have designed and would like to start marketing, participating in trade shows is an excellent way to introduce your product to the public. Here are some ways you can introduce new products at trade shows, and potentially see your customer base grow by leaps and bounds:

• Have a great, eye-catching trade show display. If you don’t have anything that is going to attract customers, you are going to have a long, quiet and boring trade show experience. Use colorful signage, audio/visual displays, and great furniture to create an effective trade show display.

• Offer plenty of literature and promotional items to promote your product. People are bombarded by information at trade shows. If they have literature to look over later, when they are not feeling so overwhelmed, chances are they are going to read it.

• Whenever possible, offer free samples. If you are selling food items, make some there and give samples to people walking by. This is a great way to introduce yourself and your product, and when people like it, often they make purchases right on the spot. If you have opened up a printing company, give away pads of post-it notes with your company logo on them.

• Along the same idea as free samples, you should also have some candy or other treats (home-baked sweets are terrific) to entice people to visit your display.

Trade Shows Are Inexpensive Advertising
Okay, maybe they’re not that inexpensive (it may cost a couple of thousand dollars or more to take part), but spending a few days getting the word about your business out to potentially thousands of people at a trade show is actually less expensive than many other forms of advertising. Plus, if you have a website, or use social networking such as Facebook and Twitter to promote your business, you can get the word out to people about the trade show, and that you will be attending. By doing this, you are not only giving yourself free advertising, but also advertising for the trade show itself.
Trade shows are terrific if up until now you have been doing the bulk of your business online. This way, your customers (as well as many potential new ones) will get a chance to see your product up close, and not just in photos.

Make New Contacts at Trade Shows
Trade shows are an excellent way to meet new business contacts. Ideally, you will have a couple of employees, or at least some friends or family members, who will be at the trade show with you to help you out.

This way, you will have an opportunity to get out there on the floor and talk with the thousands of potential customers walking around the trade show. Make sure you have plenty of literature and promotional items on hand, so you can give them out as you are meeting people, and entice them to visit your display, try your product, and maybe come back with their friends.

Taking your small business to a trade show gives many benefits for a few days of hard work and the initial costs in setting up your stand. If you use the trade show as a successful marketing tool, you will see your small business grow rapidly.

Modular Exhibition Stand
A modular stand is constructed with integrated components made up from poles and panels to create a tailored exhibition stand. These can be custom designed or just used to upgrade your standard stand package. With eye catching graphics and the right exhibition hire furniture, these stands can be a great choice for the budget minded. A modular exhibition stand can be assembled in different ways to fit a smaller or larger space. This makes them the ideal choice for traveling shows or for repeated use of the same stand where the graphics can be interchangeable.

Island Exhibition Stand
An island stand is one which has no adjoining walls with other exhibitors. Often these stands are just booked as floor space and a custom exhibition stand designer is employed to create the best use of the space allocated. These stands are practically limitless in design options.

Portables
A portable exhibit is one which, as the name suggests, can be easily transported. Usually this consists of a banner or rolled up printed panels which attach to a lightweight frame, all of which can be packed easily into a carry case. The carry case will then double up as a desk. Generally a ‘portable’ display is one which can be erected by one person alone. Again – great for the budget conscious as once you purchase your portable stand, the graphic panels can be changed for each use. Portable banner stands are a good idea for shopping centres and the like. They are not as sturdy as a modular stand
Custom Exhibition Stand
A custom stand is one which is designed and built from scratch and made to the specific needs of the individual exhibitor. Limited only by the imagination of your designer (and budget of course), a custom designed exhibition stand is great to showcase a new product or just to get noticed in the industry.

Banner Stand
Much the same as ‘portables’ a banner stand is made up of graphic panels/banners and a specifically designed stand to hold them up. ‘Banner Stand’ also covers such things as ‘pull-up banners’, ‘ roll-up banners’ or ‘stand-¬up banners’. Basically with all of these, you purchase the ‘stand’ part which will come with carry bag and poles. All you need to do is add your graphics. You can either design them yourself or get the banner provider to create something for you. Most banner providers will have in-house graphics designers and large format printing capabilities. These stands come in various sizes both single and double sided and with different quality stands and materials depending on your budget.

Rental Stand Package
A ‘rental package’ can be either a stand package or a furniture package – or sometimes even both. An exhibition stand is generally a hire item from an exhibition company who will build to your specifications. They will transport, erect and pack down your stand, then take it back to their warehouse. You can buy your stand but bear in mind you will need somewhere to store it when not is use. Rental packages are put together by the exhibition companies to make things easier for you, the exhibitor. You will get your stand, your graphics, your flooring, electrics, lighting and sometimes even furniture as one easy package.

1 – Make Sure you are at the Right Trade Show
Do some research. Ask around similar companies to yours for their experiences. Find out where they’ve had success. Most people will be happy to tell you as the more people exhibiting, the better it is for everyone involved as more people will be attracted to come along to the show.

2 – Get a Good Designer
Designing an exhibition stand is not purely about looking good. A good exhibition stand designer will be able to advise you in areas such as lighting, storage, furniture, display cabinets, colour scheme, signage etc. Even if you know exactly what you want in your stand it is a good idea to get a professional involved.

3 – Know How to the Crowd Works
Be aware of all the things at your disposal which will attract a crowd. Signage, banners, movement, colour and professionals mannin g your stand can all be used to draw in your customers. Know how your stand looks from every angle and make the most of areas which are most visible to the largest traffic areas. Put your main logo and message there. Don’t block any areas where people might be inclined to walk in. Keep passageways clear.

4 – Get Contact Details
Whatever your tricks for getting people to look at your wares, whether brochures, giveaways, product samples or competitions, make sure you have a plan in place to collect your potential customers’ details. For instance, if holding a competition, collect peoples business cards in a barrel, if giving out brochures, get people to fill out a ‘visitors form’ with the promise that you will send them any further brochures or info on your company.

5 – Always Follow up After the Show
Once the show is finished, this is when you really need to start focusing on your marketing plan. Follow up on all leads made at the show as soon as possible. Trade shows and exhibition halls can be very overwhelming to visitors and they will often walk away with information on several different companies without a firm idea of what they should do next. You want to be first in there while the event is still fresh and also when they are not being bombarded by information all around them. They are far more likely to make a decision from the comfort of their own office.