An exhibition is a great way to showcase your business, but how you present your brand is critical if you want to stand out from the crowd for all the right reasons. Your exhibition stand is the focal point of your brand, so getting this right is key to your success. Here are some common errors to avoid.
It might be tempting to go for the cheapest option when getting an exhibition stand designed, or even attempting to create one in-house, but saving pennies in this respect usually proves a false economy. Your stand needs to have instant impact so that it grabs attention, and cutting corners in the design rarely achieves this objective.
Failure to Research Design Companies
Your exhibition stand design needs to look outstanding, so don’t settle for anything less by not doing adequate research on which exhibition stand designer to choose. Have a good look through their portfolio of recent work to see what sort of options they offer, and don’t be afraid to ask questions. A good designer will aim to get to the heart of your brand ethos to help create a stand that is unique to your specific purpose and goals from attending an event.
Not Understanding Your Goals or Purpose
Before you liaise with an exhibition stand contractor, it’s important that you understand what it is you want to achieve from your stand and, indeed, from attending the event in the first place. With only limited space to make an instant impression, you need to ensure your stand helps to deliver your specific goals through the right choice of words, colours, images or messages. Only when you know what your goals are can the most effective design be established.
Not Making the Best Use of Space
When exhibition space is at a premium, you need to make effective use of every inch available. A good exhibition designer will be able to look at what space you have got and work to maximise this in an eye-pleasing, balanced and coherent manner. When you don’t maximise your space potential, it could signal a missed opportunity to showcase your brand.
Choosing the Wrong Staff
You may have blown your budget on a swanky exhibition stand, and you know it’s working because it’s pulling the crowds in, but unless you have the right staff on board to cover the stand, visitors may lose interest at this critical point. Make sure your staff are welcoming and friendly and, most importantly, can answer questions confidently and enthusiastically.
Not Doing Any Follow-ups
How will you know if your exhibition stand was a success and you achieved your goals? Unless you do research and follow-ups, you won’t really know the answer. It is important to find out what visitors think of your stand, whether you ask them personally or through a short survey at the event or afterwards on your website or via social media. Analysing the results can help you improve your stand for future events.