A carefully designed exhibition stand helps your sales team do what they do best and attracts potential clients.

Without proper planning you can end up with a stand that looks too busy or even disrupts the flow of traffic.

In this article we will take you through six tips for planning the right stand for you.

Set goals and know your objectives

Consider what you want to accomplish before you start designing your display booth.

Knowing exactly what you want to achieve will assist you in planning the layout, design, and other aspects of your stand. Here are two examples of how your goals could influence the design:

Example 1:

If you’re going to introduce a new product to an existing customer base, your design and layout should be centred on the word ‘new.’ It gives existing clients a cause to come back and see you again, to further establish the relationship and boost their lifetime value.

Example 2:

Centre your design on your unique selling points and urgency if you want to enhance awareness and sales for your target audience. You’ll want to make sure you have a distinct section for lead generation and sales, as well as a clear path for converting visitors to customers.

Set clear and realistic goals that will help you and your team work toward achieving your exhibiting goals once you’ve determined your targets.

Make the best use of your space

It is preferable to prevent clutter when it comes to stand space. Less is more in this case!

If the space is packed with furnishings, passers-by will be repulsed rather than tempted to come over.

Consider this balance carefully because it could be the difference between a positive and negative ROI for your booth.

Think about how much space you’ll need to engage with guests.

Will you need a desk or a counter to take down their details as a lead?

Will you be meeting with current clients for a long period of time? If you’re displaying a large number of products, consider how much space you’ll need for clients to view or interact with them, as well as how much space you’ll need to store them.

Let people know why they should visit

Because exhibition halls can get very crowded, it’s critical that your booth is well branded, with your logo visible from afar.

People should be aware of the following information at a glance:

  • A logo – to show who you are
  • A short strapline or keywords – to show what you do
  • A benefit-driven statement that is specific to your target group – to show how you can help
  • A sense of urgency, for example a time limited offer – to indicate why they should see you today

Keep the text simple in order to entice people in for your sales team to do the talking.

This simple four-step message will attract the correct visitors to your expo booth.

Attract the client’s attention

It’s not just about the design or the usage of space when it comes to having a strong display stand. Once your stand has captured the attention of a passerby in a crowded hall, you’ll need to discover a strategy to entice them on.

People want to connect with a company, and one way to do so is to appeal to more than just a couple of senses.

Here are some suggestions to get you started:

  • Using video to catch people’s attention and explain a complicated product
  • Product presentations on the stand
  • Try before you purchase with tasters
  • Games and interactive activities
  • Giveaways and freebies

Select your freebies carefully

Although not all exhibitors would want to give away freebies, if done correctly, they can serve as a terrific reminder of your company.

It may appear to be an easy win to have a bowl of unbranded sweets as a token gesture, but this will not help with brand awareness or ROI after the event.

Giveaways should be memorable and relevant. Sweets with your name on them, for example, or longer-term gifts like branded mirrors, pens, or stress balls.

If your offers are more valuable, consider giving them away solely as a thank you to leads rather than to everyone – this will ensure that you don’t become a target for freebie seekers who aren’t interested in your industry.

Remember your biggest asset

Your exhibition stand workers are by far the most vital element, but they’re frequently overlooked when it comes to making sure they’re performing at their best.

After all, they’re the component that interacts with visitors and converts them into leads or sales, and they’re the difference between achieving and failing to achieve your objectives.

Make sure everyone knows what you want to achieve from the event and what their expectations are before the event.

To improve performance, it’s critical to set clear standards for everything from how they should act on stage to what they should wear.

Remember to set clear goals for everyone – you could even make it a healthy competition by awarding a modest prize to those who meet and exceed their targets.

Like to know more? Please get in touch.

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We have over 30 years of design experience and were early adopters of the web, so we know how to grab the attention of the viewer - whatever the target audience.

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At Williams&Crosby we believe that marketing is about delivering a sustainable competitive advantage for our clients.

Exhibitions & Events

If you are looking for an exhibition stand that will give you stand out and attract more we can provide a solution to meet your budget.


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