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First Impressions Count: The Importance of a Top Class Exhibition

By Graham Baylis

Republish: EasyPublish™
Published: 21Jun2008
Word count: 537
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Every business wants to find a powerful and cost-effective way to market their product.

For many, trade shows and exhibitions create the perfect platform to do so, allowing businesses to interact with large volumes of industry-focussed buyers in a short space of time.

Whether you're looking to launch a new product, revive sales of an existing product or raise your profile within the sector, trade shows offer the ideal space to showcase your brand.

But with so many organisations competing for attention in the same space, it's important to set yours apart.

Investing in a top class exhibition stand that's tailored around your product can make all the difference to its success at a show. Here's how...

Maximum impact

The type of stand you have depends on your budget, the space available and the nature of your product.

First time exhibitors on a limited budget often start with standard shell scheme spaces, but these identical structures make it extremely difficult to set your brand apart from the others.

Modular units create much more impact and can be instrumental in creating a buzz around your stand. They are also more flexible. They can be custom-built and tailored to match your corporate identity, or specifically designed for re-use at future events - making them more cost-effective in the long run.

Space and consistency

Building your stand around one central theme or message creates the feeling of consistency and flowing design, making it easier for visitors to stream through your space and interact with your product.

Every aspect of your stand, including your exhibition staff, should compliment that theme.

It's also important to ensure there are no physical barriers to getting onto your stand - think about how you arrange your stock and sales materials so that they're easy to reach and don't obstruct access.

Displaying too many products can confuse and overwhelm visitors, so try to keep it simple and uncluttered by selecting only key products or ranges.

Attracting customers

In a busy exhibition hall, sellers have less than five seconds to attract a buyer's attention. In that time, your stand should tell visitors who you are, what you do and how it will benefit them, in a clear, powerful and engaging way.

It's often harder to maintain their attention once they're on your stand, but there are several things you can do to stimulate interest.

For example, stands which allow space for movement through demonstrations and presentations often attract the highest level of participation and the largest crowds.

Incorporating visually-engaging materials such as state-of-the-art digital imaging is also a popular choice on top-of-the-range stands.

Lighting is equally important as it creates the right mood around your product, so give careful consideration to the lighting design and ensure it reflects your product's appeal.

More complex products and services that are less obvious to passing consumers will need a more vibrant design scheme to attract initial interest, and this can be achieved through striking use of colour and graphics.

The benefits of investing in a custom-built stand are significant, and provide a powerful and cost-effective selling aid that can be adapted and re-used time and time again.

Exhibitions are a great way of getting your message across to your 'public', but you need to do it the right way, and your prime weapon is your exhibition stand. Get this wrong and you are handicapped from the start. This article provides some thoughts on the subject of how to produce the best custom built exhibition stands but if you want more information and ideas, see www.fullcirclegroup.co.uk

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