Exhibition stands: the dos and don'ts of exhibition marketing

Article written by Angus Mackenzie, 19th Jan 2009

Though initial costs are usually high, trade show marketing represents an important part of many company's marketing strategies and offers the potential for a significant return on investment. In addition, the calendar of the 21st century is a calendar rich with exciting new opportunities to reach out and talk directly to your target audience. Before embarking on any sort of campaign it is necessary to examine your objectives. Objectives vary from company to company, and even from one event to the next, but goals typically include one or more of the following:

1.increase sales
2.brand reinforcement
3.product launches
4.promotions
5.recruitment drives (ie, university milk rounds)

Having established your aims, it is time to contract the services of a company specialising in the design and construction of exhibition stands . Many such companies exist, but it really is worth taking the time and trouble to seek out the best.

While numerous companies will freely offer advice and help guide you through the range of different display materials available, only a select few will view you not as a one-off customer but as a partner with whom a long term relationship is the ultimate key to success. Contrary to what you may imagine, a considerable amount of thought and development goes into the design of exhibition stands. A well designed stand will be the centrepiece of your display; it will more often that not be the first point of contact your target audience has with your company; it will maximise your company's branding statements and messaging; and it will speak eloquently about your company's position in the marketplace. Another commonly-held misconception is that exhibition stands are the trade show equivalent of perishable goods. This need not necessarily be the case. A professional stand designer will usually fashion exhibition stands in such a way as to make them reusable.

A good design will be modular in construction, and the ability to reconfigure it for use in a range of different environments is the hallmark of a competent craftsman. While a professional-looking stand is extremely important, it must be remembered that it cannot function by itself. Other display materials are needed to maximize impact: audiovisual displays for example, or a well stocked literature rack dispensing attractive brochures and leaflets. Other no less important enhancements might include free samples, a dedicated zone where new products can be examined and tested, and an area where potential customers can sit down and discuss relevant issues over a cup of coffee. Finally, never forget those small touches which help generate a homely, welcoming ambience. Discreet, well balanced lighting is essential. Floral decoration is always well received. And don't make the mistake of overlooking the importance of strategically positioned tables and chairs. Many trade show visitors spend several hours walking around all the different exhibits, so if they do decide to sit down and take a break, far better that they do so at your booth than at the ones that belong to your competitors.