Jura Coffee - Custom Exhibition Stand
Walking into an exhibition venue can be daunting to the consumer. There are hundreds, if not thousands, of booths and salespeople vying for their attention. It’s hard to know where to begin.
This is why it is very important for your exhibition stand to ‘stand out’ from the rest. No matter how brilliant your product is, if no one sees it, your attendance will have been a waste of time and money.
Exhibition attendees are bombarded from every direction with colours, sounds, moving models, life-size replicas and many more design elements. So, whilst securing the best possible space at the exhibition is one hurdle, the next is designing an eye-catching stand that will attract customers and make your business stand out from the crowd.
The design of your stand is really only limited by your imagination (and finances of course). If you sell bathroom fittings, why not make your stand a mock-up of an elegant bathroom, complete with a mirror, tiles, bath, shower … you name it.
Another option is to display your product in a completely unexpected scenario. Think outside the square! Focus in on something unique about your product…..for example, showing a piece of gym equipment within a mock-up of a passenger car, is not only unexpected but also illustrates that your product is so compact and portable that you can take it anywhere.
Once you have decided on the general theme for your exhibition stand, you will need to employ a specially trained exhibition stand designer. But in order to give your designer the best possible brief, you can experiment with your own ideas and floor plan. Find an area large enough to fit your allotted exhibition space, and mark it with tape or chalk. From here, you can physically move items around and test how easily staff will be able to manoeuvre around the space. It’s no good having a wonderfully eye-catching display that prevents workers from interacting with customers, or showing functionality of your product.
Another thing to keep in mind is that the saying ‘less is more’ rings true for a reason. Before a customer even walks past your particular exhibition stand, they have already been exposed to many other stands and people. By having a clutter-free, relaxing booth you can help the customer avoid being overwhelmed with a multitude of messages.
Whilst your business might sell numerous products, or different versions of a product, you will need to come up with a good compromise between showing customers everything you have on offer, and keeping your limited space clean, uncluttered and simple. It might be a good idea to display only a few options or versions of your products with the rest available upon request. Remember, exhibitors often do not do much actual ‘selling’ at the exhibition; rather they introduce the products to the market and make connections with customers. Following up on any leads generated at the show is crucial, you must ensure that when customers request a particular product you are able to procure it quickly. If it is going to take too long the customer may forget or go elsewhere.
Not only is the appearance of your exhibition stand important, you must consider practicalities too. Keep in mind you will be in for a long day (or days) and a masterpiece of an exhibition stand that requires a scientific degree and hours of assembly, is not the best way for you or your staff to begin the long, gruelling – but potentially rewarding – process of exhibiting your business and products to the world.
