1 GET TO THE POINT Customers know what they want and often don’t have much time to spend browsing stands. Provide a clear indication of what product or service you are offering in order to optimise stand efficacy. You can do this by making marketing material clearly visible and available on the stand. Be sure to have product samples on display as this will invoke interest and give stand staff the opportunity to promote the product.
2 DESIGN A SEDUCTIVE STAND One of the simplest ways to attract attention with a stand is to use the stand’s design and location to reach your specific goals. The stand structure should be open and accommodative, creating room for easy traffic flow and interaction. Make your stand alluring to the customer by creating height and using lighting to enhance features on the stand. Add to aesthetic appeal by using colour, motion and bold graphics as well as incorporating international trends such as using unfinished timber.
3 ENGAGE AND INTERACT Add as many interactive components as possible to the stand. This will encourage customers to engage with stand staff and inspect the product or service. You can do this by offering refreshments such as bubble tea, having branded and innovative giveaways on hand like USB car chargers and product samples, or running quick and easy industry-related competitions. The promise of a useful free product or service will certainly draw customers to a stand. Other ways to promote interaction is to provide customers with an area in which they can comfortably sit and relax or charge their mobile phones while being informed about your product or service.
4 MAKE USE OF TRENDY TECHNOLOGY Appeal to all five senses and give customers a comprehensive experience by incorporating leading technological elements on an exhibition stand. Not only will this draw people in but it will also demonstrate an advanced and up-to-date company image as well as successful change adaption. Making use of touch screens, iPads, flexible LED screens that wrap around corners, and audiovisual displays in a strategic manner will encourage more people to visit a stand. Do not neglect mobile phones and make a mobile show application available to make interaction between visitors and exhibitors more convenient. Online ticketing systems and service manuals will not only make exhibitions a more sustainable business practice by reducing the amount of paper used, but will allow for smoother business transactions. Include social media as well by offering promotional products in return for a like or follow.
5 SELECT EXCEPTIONAL STAND STAFF Exhibition stand staff are responsible for promoting a product in the most accurate and efficient way, and can change a great stand into an outstanding one. Brief your staff daily on targets, key messages and the role of each team member. Ensure that they are well informed, motivated and presentable. They should be approachable and able to draw customers in. Stray away from the norm of promotional staff in plain clothes and make an exhibition stand interesting by adding innovative and unique aspects to your brand. Dress staff in clothes that will make visitors curious and want to enquire about the product.
