A blog that covers everything going on in the exhibition world... and a bit of everything else.
The main goal of an exhibition stand is to attract and retain visitors. When briefing an exhibition designer or contractor it is important that this main aim is kept in mind – it is important that the stand looks good and is on brand, but this in itself won’t drive the punters….
What is needed is a method of getting people out of the aisles and onto the stand engaging with the brand. A good way to think of this is by creating ‘touchpoints’.
Touchpoints are crucial moments in which visitors will engage with your stand, and make judgments upon your brand. It is important that when you are in the design process to consider touchpoints that will best communicate your brand to visitors.
Employing some form of entertainment after building your stand can be a great way of attracting visitors and striking up an in interest. But with so many options now available to exhibitors and contractors, finding something both original yet relevant to your brand may be a daunting task. We’ve listed below a few different examples of ones that we have found to be successful for stands in the past:
The presence of a musician on your stand can be a massive enticement for some audiences, and finding a quality musician to play at your stand for a modest price is not as hard as you think. A stand we provided for Coopervision enabled us to employ the talents of a local music student from Keele University, who drew a consistent crowd to the stand with her piano playing. This is a good example of how you can find willing musicians from the local scene or educational facilities. It may be a good idea to listen to them first though; a real life Les Dawson probably wouldn’t gain you sort of attention you would like.
Driving to an exhibition recently, we were listening to the local radio and heard the DJ plugging the event. The exhibition was free of entry and totally accessible to the public. When the DJ was talking about it however it seemed that his promotion of the event mainly encouraged people to attend with the prospect of the freebies that would be available to them. Now I’m not saying that there is anything particularly wrong with this (everyone loves freebies and it’s clearly bringing attention to the show), but it did raise the question in my mind into the benefits of freebies at events and if it is worth companies investing vast amounts of money into them.
On the one hand you can see why companies distribute branded freebies at events; they’re easy to design and produce, easy to giveaway and can help to keep you to stick in the memories of prospective customers. However, if they are all going to people who have no ideas what your business does but do know that they want a new USB, can the money spent on making them be justified?...
With the rise of shows like X Factor and Britain’s Got Talent giving us dancing dogs and women in leotards firing bows with their feet week in week out, consumer’s expectations of live entertainment has gone sky high. Therefore, it is not surprising to see some brands opt for less traditional styles of corporate entertainment in an attempt to differentiate themselves and attract that all crucial customer attention.
Social media is a powerful marketing tool for any business in the modern world, regardless of sector or size. Recent statistics have revealed that 36% of people have posted about a brand on Facebook, and 61% are willing to give feedback on brands and products over Facebook.
But how can this relate to exhibitions? Well, getting people talking about your brand can be a fun and hugely rewarding thing to do. Below we have compiled some points on just why you should take advantage of the buzz that can be created by both social media and events, and how you can do it for your brand:
1. Pre-event buzz...
No need for a bigger boat
Exhibiting at a show is a big commitment. Get it right and it’s like fishing with dynamite, get it wrong and it can leave you with an empty net. Here are five websites that will make you look more like Roy Scheider than Roy Cropper: