In exhibitions, small details decide between success and failure.
Starting point is an impressive design that gets attention and transmits the right message.
Detailed design and planning, creating the marketing message and preparing the product or service presentation, are the details to focus on and they are part of the overall design concept. The design concept should present the exhibitor as a leader in his market segment. An exhibition booth is not just a presentation room of products or services. A successful exhibition stand is unique designed to transmit the corporate identity, the company’s personality and characteristics, and what services or products they produce in a way that is trustful, reliable, unique, with personality.
To get customer’s attention in the first seconds, the successful presentation mix of design, logos, slogans, multimedia needs to be worked out taking in consideration what message will be transmitted from different distances. Long range need high build structures with logo and slogan placement. Medium distance 10 – 20m needs to be considered. Short distance can be transmitted with printings and multimedia.
There is no doubt that professionals are needed to prepare an exhibition presentation as capable designers, efficient project managers and a construction team that can build the stand perfectly.
Have it right done brings success which can definitively be counted in numbers. Increase of orders, respectable long terms business relationships and increased company’s credibility and image.
Failures often cause the opposite: Low attention to the booth, minimum perception of the products or services, low credibility.
Semi professional approach can turn the exhibition planning into a loss in the deep sea of unimportant to get with the crowd.
The question is how to succeed in a competitive world? How to create a stand with the maximum roi? The selection of the exhibition and the exhibition space in the hall is crucial as there are traffic differences from hall to hall and from aisles to aisles until 400% according to John Davis, Activteam marketer: “Exhibitions are like city streets, where a small store in a main road can get more attention and traffic than in a secondary road.”
A research of the exhibition space availability and hall plans should be done in first place:
How many sides open the stand should have? A stand with 3 or 4 sides open can get more attention; a stand with two sides open generally gets more attention than a 1 open side stand.
After selecting the place and size of the booth, there are two main options of stand construction: a system stand concept and a custom stand concept; here we focus on custom stand concepts, as system stands are pre-build structures with limited possibilities of design customization.
Custom design depends very much on how professional and how creative is the designer, John Davis says: “Our experience shows that there are designers that are capable to design stands that look in the realization impressive, causing attention and there are designers that even if their designs look good in the plan the design does not work at the exhibition.”
“Some designers have an old fashion outcome with limited results and poor creativity. They work for construction companies which are limited in the construction capability; because not all design forms can be built. John Davis says:” “I have seen constructors not having the capability how to make and MDF plate round to create curves in the stand. So their designers cannot provide round forms as they cannot be built.”
A detailed brief with clear requirements, will guide the designer in the booth creation process, it should include: the style of the stand, the exhibition targets, concept type (open or closed booth), open discussion areas and product placement are important information to help the designer develop the concept.
For the exhibitor, the selection of the right designer is crucial and as we are not all design experts, we should orientate ourselves on companies that can provide a rich design history of impressive stands and when we receive the design the reaction should be: “Wow! This is beautiful!”