Trade shows and events can be a fantastic way to gain exposure for your brand, build relationships with potential customers, and (hopefully!) generate some new leads. They’re also packed full of other exhibitors who are vying for the attention of the attendees – so how do you attract visitors to your exhibition stand, and more importantly, how do you get them to stick around?
We’ve put together our top tips on how to get your exhibition stand to stand out amongst the crowd.
Promote your exhibition stand
As soon as you’ve confirmed that your business will be exhibiting at an event, it’s time to start promoting your attendance. Many attendees will look beforehand to see who will be attending, so get the word out early.
Check with the organisers of the event to see if there are any specific hashtags you should be using to promote it, or any users you could be tagging in posts, to start a buzz on social media. To put your business in front of new audiences, you could reach out to relevant trade publications to pitch a story, or you can market to an existing audience by leveraging your mailing list. No matter how you choose to go about it, spread the news far and wide.
Have a strong visual identity
With only a matter of moments to make an impression on attendees, you need an exhibition stand that will stop them in their tracks. Our advice is to start planning the visuals of your stand as soon as possible, to make sure it aligns with your branding and your objectives, and that you have plenty of time to ensure you can achieve what you’re looking for.
In our consultations, we really listen to what our clients are looking for and use our creativity, expertise and knowledge to find a way to bring it to life. Bold graphics, bright colours, unique layouts, immersive experiences, good lighting – whatever you need to make your dream stand a reality and bring footfall, we know what it takes.
Clear branding
Brand identity is your way to express the core values of your company, as well as your overall aesthetic. It needs to be immediately recognisable to people who are familiar with your brand, and leave an impression on those who are seeing it for the first time.
This is particularly important if you are opting for a modular exhibition stand, which comprises multiple parts that can be reconfigured to suit different spaces. Because you won’t always be using all parts of the stand, you’ll need the branding to be consistent across the board.
If you don’t have a tagline already, now could be the time – a short, snappy sentence that summarises what you do can let passersby know exactly who you are and what you offer, ensuring you’re targeting the right audience.
A well-planned exhibition stand layout
You’d be surprised at how many exhibitors overlook the importance of a well-planned layout. Too many obstacles or barriers can lead to overcrowding – many attendees will see a crowded stand and just walk the other way, potentially losing valuable leads. It also makes it harder for the staff who are working on the stand to engage with visitors, not to mention that it’s an accessibility nightmare.
A reputable exhibition stand designer will consider the layout throughout the whole design and planning process, to ensure that it meets your business objectives and will have people walking through the stand, not walking past it.
Incorporate interactive elements
Trade shows and events can get repetitive after a while, so mix things up! Attendees may be there to work, but it doesn’t mean they don’t want to have fun. Games and competitions are always popular with visitors who are looking to take a quick break, and are a great way to capture data – for example, you could ask them to sign up for your newsletter in exchange for them trying their luck at a wheel of fortune.
If you’re looking for something a little more hi-tech, virtual reality (VR) headsets can bring visitors into a powerful world of storytelling, immersing them in your brand and bringing the ‘wow’ factor. VR is particularly effective if you only have a small stand, as it essentially opens up a virtual showroom.
Whatever you do, make it fun, interactive and memorable – if you’re stuck for ideas, our team is happy to help.
Use digital stand designs
Keep things dynamic by using digital screens in your exhibition stand. A screen such as an LED wall brings endless possibilities for your stand, from displaying customer testimonials to product demos – it keeps things fresh and interesting.
Digital screen displays can also be tailored to your goals. If you’re trying to keep a visitor at your stand for longer, use the screen to show presentations that will keep them engaged. The beauty of digital screens is that you can communicate something different for every event, so they are a great long-term investment.
Give visitors what they need
Picture this: it’s 3pm, you’ve been trawling the trade show for hours, you can’t connect to your emails and you can’t face the queue for the coffee cart. Now, what if there was an exhibition stand that had a seating area, free WiFi and an espresso machine…?
Whilst we aren’t suggesting taking things that far (although if that’s what you want out of your exhibition stand, we can make it happen!), it’s a smart idea to identify the pain points of visitors and offer them something valuable. People are more likely to stop by a relaxing, welcoming environment, and it gives you an opportunity to engage them in conversation.
Human Built has been creating show-stopping custom and modular exhibition stands for years – our experienced team has the knowledge and creativity to make your vision a reality. If you want to make an impact at your next event, find out how we can help.
