Tuesday, 14. February 2017 | by: Alesja Alewelt | Trade Fair Stand
There are two major reasons why visitors come to your stand at a trade fair: one is your business's reputation, and the other is the stand itself. Visitors hope for a pleasant surprise, but at a minimum, they expect that the content will live up to the first impression that your stand creates. Opting for style over substance means that you'll miss the mark here. So, which issues do you need to consider when building your stand?
The exhibition’s standard construction template won’t suit if you don’t do things by the book and want to stand out from the crowd. After all, does any visitor really want to see the same thing again and again? That is why you should develop an individual concept for your exhibition stand, with a view to reusing the concept in the future if all goes well. While this approach increases the initial investment, you should save time and money over the long term.
Pay attention to the following points:
The exhibition stand will only be used for a few days at most, after which it has fulfilled its purpose. That is a significant investment in time and money for the business, with only a very small window of time for it to generate a return. Therefore, you will generally achieve better returns from reusable products that you can use in your business and treat as stock in trade. Chairs, stools, tables, and dishes can all be purchased once and used on multiple occasions. That only changes once the corporate design changes, and that should be clear if you are involved with product exhibits. Consider that high-quality, durable items will show little or no wear and tear, even after repeated use.
Reusable items should fit with the exhibition concept as far as colors and materials are concerned. Don’t save money in the wrong places here; your image will suffer as a result.
Are you satisfied with your exhibition contractors? Great, then stay with them. There are bound to be cheaper providers, but the price savings can easily be outweighed by the lower quality of the exhibition stand, which reduces your ability to engage with visitors, consequently lowering your customer conversion rates.
Seek out stain-resistant materials; a white carpet will look old and uninviting even on the second day of the exhibition. Do you want to create large, colorful areas? Take advantage of digital visualization. Make sure that you try out the effects of different colors in advance; a color can look great in a small space, but on a large wall, it may appear oppressive or create a distraction.
Even while saving money, consider the need to protect your stand from direct sunlight if it is in an unfavorable location. Intrusive sunlight has often deterred visitors from engaging in long conversations.
provided by FAIRworldwide GmbH
About Alesja Alewelt
Alesja Alewelt, M.A., has been an event manager for over 15 years. In 2008, she founded the Bremen based event management agency, FAIRworldwide, successfully specializing in stands that are shared between multiple exhibitors. Her previous, extensive experience includes working as an event organizer in Munich, Germany, and Melbourne, Australia. Alesja Alewelt is currently involved in creating new concepts to optimize business processes for the sector, with a focus on the use of new technologies.
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