This year’s exhibitions and events season will open in a matter of weeks. It is therefore very important to put in place strategies to make the most of the events. One of these strategies includes making use of stand design to meet exhibition objectives and targets.
Creating an effective exhibition stand is a key strategy for marketers and public relations professionals to meet their objectives at exhibitions and confexes. The stand serves as the focal point of brand engagement, providing an opportunity to make a lasting impression on attendees. Here are 10 strategies to optimise exhibition stand design to meet marketing objectives:
1. Align the stand design with brand identity
It is very important to ensure that the exhibition stand reflects the brand’s identity through cohesive visual elements such as colour scheme, logo placement, fonts, and imagery. A strong brand presence creates immediate recognition and reinforces brand values. One local company that uses this strategy very well is the hospitality group, African Sun.
Integrating brand-specific elements like a custom-built logo wall, large-scale visuals of product features, or interactive digital screens that highlight brand messaging is one way of leveraging stand design to improve the chances of exhibitors meeting their objectives and targets.
2. Create an engaging experience
Stand design should go beyond a simple display and create the space that offers an immersive experience. Interactive elements like product demonstration, virtual reality (VR) or augmented reality (AR) experiences, or gamification can attract more visitors and keep them engaged for longer. Talking of gaming, one does not need to think in terms of expensive technology only. Even a space with a branded dart board and darts can be enough to draw and retain visitors to a stand.
The design should include an area where attendees can experience the exhibitor’s product or service first hand, like a hands-on demonstration zone or a simulation of their service.
3. Maximize visibility
Ensure that the stand is visible from multiple angles by using high structures, light boxes, or hanging signage. The goal is to capture attention from afar and draw traffic toward the stand.
Utilising tall banners or overhead displays that can be seen from all corners of the exhibition hall can enhance visibility. Using lighting effectively to highlight key areas of the stand can draw visitors’ attention to specific areas of the stand when they walk through.
4. Use technology to capture data
When designing an exhibition stand it is important to integrate digital tools such as tablets, kiosks, or QR codes that capture attendee information for follow-up after the event. Technology can be leveraged for surveys, contests, or sign-ups. It can also be used to provide information about the exhibiting entity. During last year’s ADMA AgriShow exhibitors like Cicada Africa and William Bain and Company Holdings Zimbabwe used QR codes on their stands and exhibits to facilitate visitors to access information about their products and services.
Stand technology can be used to capture leads through a system that allows stand staff to scan attendee badges and instantly collect their contact details, interests, and preferences.
5. Design for flow and accessibility
Easy movement within the stand is very important to avoid a crowded space that puts off attendees. The stand’s layout should be in such a way that it ensures smooth traffic flow, allowing attendees to move through without feeling crowded. Accessibility is very important. Therefore, it is important to ensure it is easy for people of all abilities to interact with the staff at the stand.
One tip in this regard is to use open floor plans and ensure that pathways are clear. Furniture and displays should be arranged to allow free movement, and make the stand accessible to people with disabilities by considering physical layouts and signage.
6. Offer value through incentives or giveaways
Exhibitors meet their goals and targets when enough people walk through their stands. Providing incentives encourages people to visit the stand. This could include promotional giveaways, discounts, exclusive content, or free consultations. Freebies, however, sometimes cause crowds at the stand deterring the targeted or invited visitors from walking into the stand. The stand should therefore be designed in such a way that people queuing for giveaways do not stand in the way of those who wish to engage with staff to learn about the exhibitor’s products and services.
The branded giveaways offered should be useful items like reusable water bottles or phone chargers that attendees will keep, making them walking advertisements for the exhibitor’s brand.
7. Incorporate social media integration
Stand design should encourage visitors to take photos, share on social media, and tag your brand. Create a specific hashtag for the event to drive online engagement. Space and resources permitting, installing branded selfie frames encourages visitors to take photos.
Putting in place social media walls or screens that display attendee posts in real-time encourages social media activity about the exhibitors and their products and services. Offering social media competitions with a prize for the best post tagged with your event hashtag encourages social media activity thereby marketing the exhibitor’s brand online.
8. Focus on strong messaging
The exhibition stand should be designed to communicate key marketing messages quickly and effectively. Using concise, impactful copy and clear calls-to-action (CTAs) to engage your audience goes a long way in achieving this.
Stand text and messages should be minimal as exhibition visitors do not have a lot of time to plough through acres of words and sentences. Limiting text to high-impact slogans or product assists visitors to get the information they need in as little time as possible. Using bullet points or infographics enables exhibitors to quickly convey their message without overwhelming visitors with information.
9. Leverage hospitality and networking spaces
When designing a stand one should strive to create a comfortable and inviting environment for more personal conversations and networking. Offering seating, refreshments, or a lounge area helps visitors feel at ease and allows you to have deeper discussions. The stand which was designed for African Sun for the 2023 edition of the Zimbabwe International Trade Fair (ZITF) is an example of this. The stand was designed in such a way that its visitors would be attended to in the stand as normal, while those who needed discussions with the company’s staff would be attended on a deck above the stand where suitable furniture was in place for the purpose.
Setting up a private meeting space or an informal lounge where stand staff or their management can meet with high-priority leads and clients away from the bustle of the main floor contributes towards exhibitors meeting their objectives and targets.
10. Pre-show and post-show engagement
While the foregoing strategies to leverage exhibition stand design can go a considerable way in facilitating exhibitors to meet their objectives and targets, pres-show engagement with potential visitors enables them to market their participation to the right kind of visitors. This calls for planning marketing efforts before, during and after the event. Promoting the exhibitor’s participation and stand builds anticipation among would be visitors. Social media, email newsletters, or direct invites can be used to market an exhibitor’s intended participation. After the event, the exhibitor should follow up with leads and attendees.
Before the event exhibitors shouldsend out personalised invitations to high-priority customers or prospects. When the event is over post-event follow-up campaigns should be arranged and these should include thank-you emails and exclusive offers.
In conclusion, to maximise the effectiveness of exhibitor’s stand, exhibitors should remember that the design should not just be visually appealing but also purpose-driven. Every element should be tied back to their marketing objectives such as brand awareness, lead generation, networking, or product promotion. Combining creativity, technology, and strategic thinking will ensure that that their exhibition stand becomes a valuable tool for achieving their business goals.
