Big posters, bright colors, a lot of noise, even smells, sometimes an exhibition can be a bit overwhelming for attendees.
With hundreds of companies vying to get your attention, how can you stand out? Putting your needs first.
It can be tempting to follow the latest trends in exhibition stand design, or show off what your business can do with sleek lighting, eye-catching fixtures, and the latest technology, but without the focus of the attendee, your message will deflate or, worse,
It will have no message at all.
1. Who are your target audience?
To make sure your exhibition stand really targets your target audience in the first place, you need to know as much about them as possible.
Take some time before the event to fully develop what your needs are.
Conduct your own market research by interviewing existing customers and analyzing sales data.
Write a description of who they are and what they value.
This is where your Buyer Persona is extremely helpful.
Personality profiling crystallizes your understanding of your customer, giving you a much clearer focus.
Use all of your demographic information to dig into what an assistant might need from you, but also what is happening in your daily life.
To really attract them to your booth, you need to understand the main challenges they face at work.
What are your pain points? Who do you have breathing down your neck?
2. What do attendees want from your exhibition stand?
If you have a great product, chances are you are tempted to let it speak for itself.
To be clear, attendees don't really care about your product; they worry about themselves and their problems.
Researching your customers should tell you exactly what they are busy with or concerned with.
Use your display booth design to take the focus away from your product and move on to the problem you solve for the end user.
What can your product do for them? How can you relieve your stress?
Your booth (along with the messages, images, tone, your entire branding, really) should be designed with this in mind, focusing on the value you can deliver.
Keep things interactive, because 74% of consumers are more likely to buy a product after an engaging experience.
3. Make attendees feel comfortable?
In addition to being visually appealing, you want your booth to make people who visit your booth feel welcome enough to stay for a while.
Whether you offer spots for a break or a network, complimentary drinks or tastings, or the opportunity to do something or play, give your exhibit a relaxing atmosphere.
It's not just about selling, but in retail, laid-back customers have proven willing to pay more.
An event is a once-in-a-lifetime opportunity for your business to get well in person, so take advantage of that too - engage your five senses in a way that traditional paper or screen marketing can't.
Adding an element of texture, a pleasant sound, or a homey smell to your exhibition stand will make it linger in the minds of your people for much longer.
4. Build a good team.
Who you hire will directly influence the experience people have of your exhibition booth.
They will be the public face of your brand and control that vital interaction with your visitors.
While putting your brand and all your hard work in someone else's hands is a scary thought, it doesn't have to be.
Take the time before the show to invest in finding experienced staff with the right attitude.
You know best the values of your brand that you want your staff to embody, so take the time to find the right people.
Train them in the core values and goals of your brand.
And while your front-line team welcomes people and takes care of visitors, it can also help by having at least one core team member, to carry on any substantial discussions, if necessary.
5. Technology is not always necessary.
It's tempting to have the latest must-have gadget as part of your exhibition booth design, but that kind of thinking often leaves a very important person behind: delegates.
Less than 20% of professional conference organizers believe that VR, AR and AI have a significant impact on events.
So focus on the ways you can have meaningful interaction with the people who visit the booth.
When used well, technology can be great, but being able to tell the right brand story starts with having the right people and creating the right space.
Technology is often a gimmick, and when everyone has a VR headset, you don't make out its stand at all.
6. Make it memorable
Events now serve the needs of accurate and knowledgeable attendees, rather than brands, so going hard can put you off your brand forever.
Rather than designing your show booth around selling or information gathering ("how many business cards did you get today?"), Focus on the user experience and the long-term positive impact on your brand.
An exhibition booth that is just trying to sell can feel like a passive experience for a visitor who has been inundated with pitches all day.
Improve f active and attractive that TANDARDS your brand can interact with people face to face: Try a live demonstration, entertainment or competition.
7. Use data wisely
In addition to avoiding the hard sell, also avoid the data 'boost'.
Attendees are also digital information experts and increasingly data experts - they can know when their details will be asked, potentially putting their carefully considered exhibition stand design aside.
Give your booth visitors an incentive to share their data with you, such as entering a big competition or accessing exclusive content online, but make sure data is not the only target of your booth.
Make it worthwhile to provide your details, filling in any email follow-up with personalized and relevant content.
And be sure to review LPD's regulations on collecting data at events.
8. Draw some honest conclusions.
During the research and design process, hopefully you will set some clear goals for what you would like your exhibition booth to accomplish.
When the event is over, take the time to look back.
Did you do it? Did all the separate elements come together to work toward your overall goal?
Gather your team and get feedback on your exhibition stand design.
Review the data on how effective the booth was in connecting with people, what created the most engagement, and what could be improved.
Review your customer profile to consider what improvements could be made and write a report of your findings that you can refer to in the coming year.
Exhibition booth design that puts visitors first feels organic and natural when done right.
Always put yourself in their shoes and consider the display booths that attracted you in the past.
Know your target audience, make them feel comfortable, and don't feel the need to overdo it.
How should your exhibition stand be?