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.
A good case example of touchpoints in practice was on an exhibition stand build that we did for Tarmac that won an award for the innovative touchpoints that were incorporated into the design.
At the front of the stand there was a virtual mannequin that spoke to attendees about Tarmac’s latest products that were being showcased on the stand. This was done by filming an actor at our studios, and the footage was projected onto a special ‘vikuiti’ film to reflect an image of the speaker to visitors.
After attracting visitors attention with the mannequin there were other secondary touchpoints used to maintain their interest. One method included a large scale, interactive demonstration to show visitors how new technology worked.
With the use of cleverly concealed LED lighting viewers could witness the inner workings of the new ‘Termodeck’ slab and gain a first hand insight into Tarmac’s new innovations. This was further demonstrated by using a touchscreen that visitors could operate showing how the concrete slab behaved in different temperatures.
With so much technology readily available to exhibition stand builders nowadays, it is easy to choose an attraction for your stand that appears impressive. Depending on the budget this could be something bespoke for the exhibition, or may be as simple as creating an interactive touchscreen from your existing brochures. Carefully considering the touchpoints in which you want to engage with your audience through is imperative to stand success.
If you would like to find out more about how we can help you with your exhibition stand build, you can email us through firstname.lastname@example.org or call us on 01782213444.