| Quick Tips--Match Your Objectives with Your Stand Design
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· Set SMART objectives: Specific, Measurable, Attainable, Realistic and to a Timeframe. What do you want from this exhibition?
· Define the target audience: Who are the audience at this show? What products and services will they be interested in?
· Develop your message: Keep it simple and to the point. Aim your show specific message at the target audience.
· Attract people to your stand: Consider at show promotions, sample giveaways, competitions, hospitality, or launch a new product. However, don''t let these things distract from your key objectives.
· Communicate: Who you are. What you do. What benefits you offer to your clients. The obvious needs to be stated.
· Be clear and concise: Exhibitions are a competitive environment. You only have seconds to attract visitors attention and engage them with your message.
· Graphics: Larger, bolder, simpler. As a rule of thumb, think of a size and double it. Think of a freeway billboard. What works on the printed page or website will not always work in an exhibition.
· Space: Leave plenty of room for visitors (buyers) on your stand. At least 50% of your floor area should be left for visitors.
· Storage: Incorporate ''hidden'' storage space on your stand to store brochures, product etc. Boxes sitting in corners are very unattractive and detract from the presentation of your stand.
· Involve your sales team: Brief your team on the stand prior to the show. Give them the whole picture, the why, what, where, who and your objectives, and seek feedback on your exhibit for the next show (write it down).
· Review, develop and change: Continual development and change is a must. Visitors (buyers) may walk past your exhibit if it "looks the same as last time" - nothing new here!
· Capture the moment: Photograph the event. Use it in further promotion and as a great stepping stone to your next exhibition stand. |
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