How often do you get hundreds of potential customers or clients under the same roof? Not very often. But that’s what taking your business to an exhibition can do for you. So you need a really well designed, custom-built exhibition stand to showcase your products or services to this captive audience. A well designed exhibition stand will draw visitors in from all over the venue, and pull their focus towards whichever product or service you wish to promote.
However, it is not just your products or services that you are promoting. You also need to be promoting yourself, your brand and your values. A bespoke exhibition stand can help you do this. Your designer will work with you to really get to know your brand and communicate your values to your visitors. He or she will often look after the exhibition stand graphics, so you will need to provide examples of fonts, images, logos, etc. that you use in your marketing.
But how can you really ensure that your exhibition stand says exactly what you want it to say about you, your staff, and your products, services and values?
Incidentally, thanks to Exhibition Stand Builders’ network of professional exhibition stand suppliers – for supplying the wonderful image. If you’re looking for an exhibition stand I recommend choosing from our network of suppliers. They have worked with a broad range of sectors clients such as Standard Bank, Shell, BMW, Mercedes Benz, Siemens, Telkom, Samsung, and many more.
Branding and you
In order to be able to understand the impact it has on your stand and your visitors, you need to understand what branding actually is. It isn’t just having your company logo, or your company colours, on your exhibition stand. It’s about finding what matters most to you, and to your target audience, whilst differentiating yourself from any competitors.
Branding really is pretty much everything associated with your business. So it’s your job to make sure that people make only positive associations with you. First impressions last, so start off on the right foot and make them count.
What makes your business better than your competitors? What are your strengths? You might have the most skilled workforce, or pride yourself on your excellent relationships with your clients. You might have the lowest prices in town, or the biggest range of products. Whatever it is, draw attention to it.
Ultimately, you need to think about what your clients want, and what your clients need.
Your brand on your stand
When it comes to the design of your exhibition stand, there are lots of different elements to take into account. So it is essential that you know exactly what it is you want your exhibition stand to say about you, and that you pass this information onto your exhibition stand designer. Make sure he or she is well briefed and knows what it is you’re trying to achieve. You could give your designer copies of some of your promotional literature or company reports, so that he or she can really get a feel for how you market yourselves to your audience.
Your brand and your staff
In the age of doing business online, people like to know that there’s a human face to the company, and you should therefore never underestimate the value of face-to-face encounters.
Your staff should recognise this too. Clients like to know they’re dealing with people, and that someone is going to take ownership of solving their problem or needs. Your staff should follow your lead, and uphold your brand’s values when dealing with visitors. They should be friendly, approachable, and well-versed in your company, products and services so that they can answer questions with ease.
They should never sit there chatting to each other, or playing on mobile phones. Again, think about your strengths and incorporate your approach into your design. If you pride yourself on innovation, have enthusiastic staff doing product demos. If you like to really get to know your clients, have a hospitality or seating area where your staff can chat to prospects.
In conclusion, you need to make sure that your exhibition stand reflects your brand. Your stand may draw people in from across a crowded exhibition hall, but if they’re disappointed when they get there, they’re just going to walk away. So branding is everything. It’s your exhibition stand, it’s your values, it’s your staff, it’s your service and it’s you.
Remember, your exhibition stand is the first impression many of your visitors will have of you. It’s a cliché, but first impressions last, so make sure yours is a good one.