In order to have a successful stand at the exhibition, the following key aspects should be taken into consideration:
To design or request your own corporate stand, bear in mind that content and format are aspects that condition one another; accordingly, coherence and originality should be considered in order to appeal to your target group. It is advisable to adapt the materials, design and planning of activities to suit the specific circumstances of the event and the target of your brand.
Take chances! Innovation should not be limited to organisational matters; instead, events that set trends in their sector are likely to reap a greater rate of success. Be a trend-setter, observe new perspectives and fashions in order to benefit from a stand that will win over your public and make you a leader.
As an organiser you should bear innovation and leadership niches in mind, taking into consideration the various groups comprising your target public and the essential business potential the event offers. It is important to show an ability to handle the factors of internationalisation and globalisation, particularly for international conferences and trade exhibitions.
Appearance matters: the space should be striking to the public from afar and appealing within. The dominant colours should be those depicted on your corporate image and the décor should be in keeping with the product or service advertised.
The selection of products and their display to the public should follow a logical hierarchy based on the client presentation model. It is important for the company’s latest releases or developments to be at the fore, whilst ensuring that products are accessible to allow the public to touch them and see them closely.
If certain products are too large –i.e., agricultural or industrial tools– it is advisable to take high quality informational catalogues, models or photographs to the stand. In order to present industrial, mechanical or technological products, actual live demonstrations are recommended.
Plan timetables with the utmost care: this will enable your various planned presentation initiatives to unfold smoothly. At trade exhibitions for companies, talks and discussion panels may be organised. At venues intended for public sales, it is essential to plan entertaining activities and benefit from resources to keep children busy.
Choose the features of your stand based on your budget and the characteristics of the event. To do so, plan the distribution of all the specific costs: rental of the stand, the cost of design, recruitment of staff, transportation, marketing and merchandising, allowances and accommodation. Accordingly, when the event comes to a conclusion you will be able to compare the results and investment with other previous events.
Observe your stand from the perspective of the potential visitor. Assess its appeal, its distraction potential, the visibility of the logo or the brightness, symmetry and harmony of the various elements comprising the stand.
Take a close look at your competitors: look at both points of merit and trends, and try to pick out some erroneous approaches or ones that do not reap the desired results. It is essential to observe the activity carried out by your direct competitors in the sector when it comes to communication initiatives, advertising campaigns and appearances with spots at trade exhibitions and conferences.
