As trade shows and exhibition organisers are marketing to more specialised and niche audiences, the design and concept of an exhibition stand has also changed. Consumers are changing too, and with the advent of the internet, every consumer is able to easily retrieve and compare information about different companies and products. The result is an expectation of information being delivered in a way that touches the consciousness of the informed consumer visiting a trade show with a specific purpose in mind.
The changes in consumer expectations of edutainment – meaning consumers want to be both entertained and educated at the same time, has led to great changes in the way exhibition stands are designed. No longer are exhibition stands seen as rather two-dimensional by the audience – where you can wander along and simply pick up brochures from stand after stand in the same booth style setup. Now, exhibition stands actively invite the audience to experience the brand, the product, and participate in the exhibition in an interactive way.
One of new trends in the exhibition industry is to focus on eliciting an emotion from audience and providing atmosphere and entertainment for the audience to enjoy. This thinking goes beyond simply using the space available to communicate a message about a product, but looks at creating a multisensory experience that the participant will remember.
Exhibition design has changed from the concept of “being on the spot” to “showing who we are” with an image that defines a global and local presence to the audience and exhibition stand designers look at every detail to ensure that the right image and message is communicated to the trade show attendees.
Due to the more specialised marketing that attracts the right attendees to the trade show, the attendees are more likely to have a sophisticated knowledge of the industry. Accordingly, exhibitors have to ensure that their particular exhibition stand sends the right message to the consumer. It is not only about creating an image, but showing the content, products, values, innovation, uniqueness, and the background of the company.
What this means in simple terms is that the exhibit space provides a snapshot of the company and by the use of materials, lighting, dynamics, graphics, and design of the exhibition stand, the exhibitor provides a comprehensible message to the audience about the company’s culture and the company’s position in the industry.
Importantly, the snapshot of the company is more likely to include an experiential component, allowing the trade show attendee to gain a feel for the company in an interactive way. While this sometimes means creating a scenario where the attendee can use the product, it can also be an opportunity to immerse the attendee in the company’s branding using technology and visual cues to educate and entertain the attendee.
The idea behind creating an experiential exhibition stand is that people tend to remember the experience and what involved them directly, rather than what someone said. An experiential exhibition stand may allow an attendee to look up specific information about the company or the product on an interactive computer, rather than simply listen to a salesperson drone on about the product.
It allows people to touch, feel, use, and experience the product, rather than simply to see the product. The visual element is no longer the most important when designing an exhibition stand. Involving the other sense through smell, touch, and even taste when appropriate, can provide an experience that will ensure that attendees remember your exhibition stand.
Attention to detail is the key to making the experiential exhibition stand work. Paying attention to design of the space, how the walls meet, chair designs, and creating an overall environment in the exhibition stand is more important than ever. The best exhibition stands are those where every detail confirms the main message of the company and adds to the atmosphere of the stand.
Allowing your attendees to experience your product at the exhibition stand is wise. Design your exhibition stand with attention to every detail and consider what message or experience of your company the attendees will take away from the trade show with them.
