Not sure as to whether your exhibition stand needs a refresh this season? Our 11 part guide will tell you whether it’s just an update or a complete overhaul that’s needed.
1. Graphics Outdated
Ask yourself, when was the last time you exhibited? Have styles changed? Like all design work, certain elements can look dated as trends evolve.
Exhibiting is about catching the eye of the visitor and grabbing their attention in the five or so seconds as they meander past. If your stand looks out of fashion or worse, badly designed, you’re losing potential customers before you even get a chance to show them your product.
Taking the time to update your image is a sure-fire way to reinvigorate not only your exhibition presence but also your employees working the stand. If you can inject some fresh energy, your team will inherit that buzz too.
Also, if it uses Comic Sans font, be honest, it’s probably time to go.
2. Message Changed?
Has your offer changed since your last exhibition? Maybe it’s a new product or concept that you’re demonstrating. Does your exhibition stand still reflect the new ideas or is it predefined by the last campaign?
A lot of exhibitors fail because their stand is not aligned with the message their team is promoting. As people, we remember things visually at least as much as the messages we are told. By ensuring that the words your team use are mirrored by the branding of the stand, there is double the chance of a potential customer walking away with your company top of mind.
You’ve already decided to exhibit – make sure you give yourself all the opportunities to make your message stick.
3. Magnetic / Velcro Strips Missing
It’s a sensible idea to check the stand over before the show. Is everything present and correct? Nothing lost whilst in storage? Everything slotting together the same as the last time it was used?
If it’s a pop-up style stand, it may use either magnetic or velcro strips. Take the time to check they are all still in place and fixed securely. They can have a habit of becoming loose over time as they are only stuck in place with an adhesive back. Make sure they are all there and don’t find out when stood scratching chins in the exhibition hall. If some are missing, they can usually be replaced. If damaged, check its repairable and give yourself plenty of time should panels need reproducing.
4. System Not Sitting Level
When you’re going through the magnetic or velcro strips, make room in your premises to build the full system. It’s the perfect time to reacquaint yourself and your team with the stand and think of it as a dry run before you assemble it for real. Check that all the bars and rods are still included and everything couples together simply and without having to force. If it doesn’t sit level, find out why and make sure you can get it straight before packing it all back up. It may be that rod A has been used with bar B and not C – check it all as per the instructions. If you’re missing the instructions, now is the time to get back in touch with the company who manufactured it for you.
5. Legs / Frame Bent
Maybe the reason why it’s not all sitting level is down to something that’s been damaged. The systems are usually made from aluminium so excess force can bend the bars. It’s important to erect them and put them away methodically and with due care. This is especially true if your company is looking to reuse the stand. If any part of the frame has been bent, spare parts may be available from the manufacturer. Give yourself plenty of time to arrange for replacements before the show just in case it needs more than just a new three-foot-long rod.
6. Case damaged
Not a serious issue once the stand is up but a potential pitfall once it’s being stored away. If the case or bags are damaged, they’ve already been bumped or banged. This means they’ve come under attack once, don’t let it happen again especially if the cases are now seriously compromised. This could well be the reason why the legs or frame has been bent and you don’t want it recurring.
Your stand may be shipped in by courier and pass through a number of depots during its journey. Give it a fighting chance to get to its final destination in good order. You don’t want to check everything before the show and then allow it to be damaged in transit.
7. More Shows Planned?
Is this year the start of a bigger exhibiting plan?
With every industry becoming more competitive and getting your brand out there more important than ever, many companies are choosing to exhibit at a wider number of shows. With the increase in social media and online advertising, exhibitions and trade shows are becoming one of the only places you can talk face to face with potential customers to find out their opinions and issues.
If you’re stepping up your game, an exhibition stand that’s more durable will be needed. One of the economy stands is fine when a company is only active at one exhibition per year. If you’ve made the decision to be involved in more, a heavier duty stand will show a better return on investment.
8. Changing From Pop-Ups To Shell Systems Or Vice Versa?
Company exhibition requirements can often change. An exhibition hall will have an area for stands and sections prepared for shell schemes. If you have previously used a pop-up system on the hall floor and are now moving to a shell scheme, check any existing stands will fit in. Create a scale mock-up on paper to ensure it’s not too overbearing within the space. It may be too tall or wide and look out of place.
The same preparation is necessary if you’re moving from a shell scheme. The panels that fitted within the scheme probably won’t work within the hall as you will have no existing structure to fix them to.
9. Lightweight options needed – exhibiting further afield?
Not all your potential customers might be based in the UK and the best show for your products may not even be in Birmingham or London. To get your company in front of the right customer fit to really move the needle, the show you need to connect with might be across the globe. If you’re shipping your stand internationally, transit weight is a big consideration. There are also new options in fabrics that could mean your team can take the stand with them in their luggage.
10. More people on the stand
One stand may work well for a couple of people manning the show but if you’re anticipating a good turnout, will it work with 5 or more team members? The more people on means the more potential customers they can deal with. With this, they’ll need more room to manoeuvre and interact. Think about the presentation flow – how ideally do you want to guide the customer through the story of your stand and product? More people also means more brochure holders, areas to talk and seats to take notes and discuss things further. Has your current stand got the space?
11. More Modern System – Modular, Arches, Totems, Display Cases and Demonstration Tables
Finally, exhibition stand design changes frequently with new formats and construction techniques becoming available every year. If you really want to stay ahead of the crowd and turn the heads of potential customers, look at the growing range of bespoke modular stands, arches, seating pods and more.
Unsure as to how to make the most of your exhibition budget? Feel like you’re just going through the motions when getting ready for the show?
Get in touch with our exhibition ideas team on 01782 413789 or firstname.lastname@example.org
Working alongside you, we’ll find the best way to inject a bit more impact into your next stand and show.