Exhibition stands play an essential part in gaining the attention of an audience in an often frenetic marketing environment. A good stand should act as a homing beacon by transmitting your core message in a succinct manner and with a distinct flavour.
These stands come in a variety of formats from the traditional single panel pull-up, right up to the type of bespoke installations that can fill a room, and can be constructed in a combination of materials including various alloys, plastics and fabrics.
When creating a stand for an event, there are some important considerations that could have a profound impact on what you end up producing. A stand can consume a significant proportion of your marketing budget for exhibitions, so next time you plan to have a stand made remember:
- to make sure your message is visible; The primary area for content is a one metre region towards the upper half of the printed area. Keep any important messages within this region to avoid them from being obscured by incidental obstructions such as tables, chairs, bags and boxes.
- it’s just a banner; The stand is there to entice your audience. If you have more information, put it on a flyer or in a brochure and concentrate on making your stand more appealing than your competitor’s.
- to question how you intend to use it; Is the stand going to be used frequently or rarely? Is the stand a long term or short term investment? These questions can affect what quality of production you decide to use and also the specifics of your content.
What to avoid and when to apply
|Avoid too many messages
Concentrate on your core message and make sure it is relevant to the event and the audience.
|Apply a clarity of message
Think about what it is that makes your offering desirable and view every exhibition as a unique opportunity.
|Avoid listing every detail
The majority of your audience will rarely know as much about your product as you do.
|Apply engaging aesthetic
Embrace your USP and create a stand that endorses your organisation’s philosophy.
|Avoid a lack of direction
You probably won’t get the chance to talk to everyone so make sure any legitimate prospects will always know what to do next.
|Apply coherent call-to-actions
Give your audience a specific action to perform and start qualifying those leads!
Crayfish Design has extensive experience of creating eye catching exhibition materials for a diverse range of organisations in B2B and B2C based industries. We will take the time to create a stand that is loyal to your brand and conveys your message in a manner that you feel comfortable with.