Participating in a business exhibition can be a game-changer for your company, offering
unparalleled opportunities to showcase your products or services, network with industry
peers, and generate valuable leads. However, the success of your exhibition experience
largely depends on the effectiveness of your stand.
A well-designed stand structure
The foundation of your exhibition presence is the stand itself. Your stand design should
reflect your brand identity and create an inviting space for visitors. Think about size, layout, branding, and visibility when considering your stand structure. Ensure your company name and key messages are visible from a distance. Consider using hanging signs or tall structures to increase visibility in a crowded exhibition hall.
Engaging visual elements
Visual appeal is crucial in attracting visitors to your stand. High-quality, professional graphics are essential. These should include your logo, key messages, and visuals that represent your products or services. Consider using large format prints, vinyl graphics, or digital displays.
If you’re showcasing physical products, ensure they are displayed attractively and accessible. Use shelving, plinths, or display cases to highlight your offerings. Digital displays can be used to showcase digital content, product demonstrations, or promotional videos.
Informative literature and handouts
While digital media is increasingly popular, physical literature still plays a crucial role in
exhibitions. Prepare concise, visually appealing brochures that highlight your key products
or services. Ensure all staff members have plenty of up-to-date business cards. If relevant,
have detailed product catalogues available for interested visitors.
Consider using FSC-certified paper to demonstrate your company’s commitment to sustainability when producing printed materials. The Forestry Stewardship Council UK provides information on sourcing sustainable paper products.
Something that draws people in
Creating a focal point or attraction that draws visitors to your stand is crucial for success at a busy exhibition. This could be an interactive display, such as a touchscreen or virtual reality experience, that engages visitors and showcases your products in innovative ways. Live demonstrations of your product or service can be particularly effective, especially for tech products or creative services.
Consider incorporating a game or competition related to your business. This can attract
visitors and create a memorable experience associated with your brand. Unique design
elements, such as an unusual structure or an eye-catching graphic, can also make your
business stand out from the crowd.
Remember, the key is to create something that aligns with your brand and products while
being attention-grabbing and engaging. Focal Exhibitions can find the best exhibition stand
approach for your business. Their award-winning team has a proven track record in the
concept, design and construction of bespoke stands.
Knowledgeable and approachable staff
Your staff are arguably the most important element of your exhibition stand. Ensure all
team members are thoroughly familiar with your products or services and can answer a
wide range of questions. They should be approachable, friendly, and proactive in engaging
visitors without being pushy.
Lead capture system
One of the primary goals of exhibiting is usually to generate leads. Have an efficient system
in place to capture visitor information. Many exhibitions now offer digital lead capture
systems that allow you to scan visitor badges. Alternatively, you could use a tablet-based
CRM app.
Develop a clear plan for how and when you’ll follow up with leads after the exhibition. Remember, the General Data Protection Regulation (GDPR) applies to lead capture at
exhibitions. Ensure your data collection methods are compliant. The Information
Commissioner’s Office provides guidance on GDPR compliance for UK businesses.
