Custom Exhibition Stand Design and Build

Before the Exhibition – Planning

Planning in advance will ensure that you maximise your potential at an exhibition, it’s a good idea to get your employees involved in the planning process as this will motivate them to perform well on the day and make a real contribution at the show. After deciding on your stand design, be it a custom built exhibition stand or modular system, it is important to have your marketing strategy in place before the event.

It is important to plan your marketing strategy early and decide what promotional material you will need before, during and after the exhibition. Many exhibitors let their current customers know where their stand is located a few weeks before. You can do this through an advert on your website, an email campaign or a direct mail shot, it is also a good idea to remind people of any special offers you will be offering on the day. No matter what your budget is there are always ways to maximize your success at the exhibition, using a printed brochure, leaflets, mail shots, email campaigns or web advertising are all ways to generate visits to your stand. Even social media channels like Facebook and Twitter can allow you to notify people where you are and what you are doing in the event as it happens, giving mentions to new visitors.

At the Show – A Good Impression

Make sure your stand is eye catching and presented well. Displays can be enhanced with lighting or high quality AV presentations and graphic displays these can provide an impressive company overview and will bring your products or services to life. Alternatives for those on very small budgets include pop up displays, banner stands and posters displays.

A lot of visitors to the exhibition will be seeing you for the first time and it is important that they remember you and your products. A good way to do this is to give out a brochure or a promotional leaflet, this works even better if your business card is attached. Make sure that all of your business stationery is up date and your logo and identity remains consistent throughout. People will want to order or enquire from you on the day so make sure you have enough order forms to hand.

Make sure all your staff are appropriately dressed and where possible, are all wearing branded clothing, as this is an ideal way for you to convey a professional image for your company.

Customers like to take gifts home from exhibitions. This can include anything from a box of chocolates, a CD ROM or a free product and don’t forget the promotional merchandise, all prominently displaying your company logo and contact details.

Keep a record of all customers who have taken an interest in your stand, try to take down as many names, addresses, phone numbers and e-mail addresses, as you possibly can. This will help you in the next section.

After the exhibition – Follow Up

Don’t let all of your hard work during the exhibition go to waste. Following the exhibition, make contact with all those clients who took an interest in your products or services within 2 days. You can contact them via a mail shot, an e-mail campaign or even a simple phone call. Make sure your website is up to date, you want to reinforce the good impression you made at the exhibition.

Strike while the iron is hot!