Regardless of whether you call them trade shows, exhibitions, conferences or networking expos, one thing remains constant: having a distinctive, intelligently designed exhibition stand is non-negotiable for brands seeking to facilitate meaningful B2B and B2C interactions.

After nearly 30 years of experience working to deliver display systems to a range of international clients, the team at Unibox has built up a rich understanding of what matters most when designing an exhibition stand.

But…sharing is caring, so we’re offering out 5 of the most important tips we’ve learned to help you create an exhibition stand that generates real results.

 

1. Grab (and retain) your audience's attention.

Exhibition halls are renowned for being an assault to the senses, with brands competing against one another for the attention of visitors at every turn. They are an environment in which first impressions really do count, especially when it comes to attracting potential customers to your exhibition stand.

One method of encouraging attendees to spend more time at your stand (and not at your next-door-neighbour’s) is to provide a relaxing, welcoming space which serves as a place in which they can take a much-needed break from the show itself. Having comfortable seating areas, interesting activities and even complimentary drinks are all ways of allowing visitors to better engage with your brand.

 

2. Make the most of your available space.

It’s no secret that the majority of exhibition booths aren’t overly spacious (at least, not unless you’re willing to pay a small fortune to the event’s organisers). With this in mind, it’s important to utilise all of the space that’s available to you in the most effective way possible.

One way of achieving this is to make sure that prospective clients are able to move through your stand easily without being faced with obstacles or obstructions. For example, by fitting shelving units and branded displays directly to the outer walls of your stand, you can maximise the usability of floor space.

Additionally, be sure to think out of the box (or, rather, out of the exhibition stand). Ask the event’s organisers if there are any health and safety restrictions which prevent exhibitors from hanging banners and signage from the ceiling of the hall. If there isn’t, this could be an effective way of catching the eyes of attendees and helping them find your stand in amongst those of your competitors.

 

Exhibition Production by Mills Media

 

3, Don't forget about lighting.

Incorporating illuminated elements into your exhibition stand is a tried and tested way of drawing attention to your display…just like attracting moths to a flame. Despite this, though, it’s often one of the aspects that’s overlooked by brands and their designers. When used properly, lights are one of the most effective tools for cultivating a specific mood and atmosphere (both of which can significantly shape how your audience perceives your brand’s identity).[1]

Moreover, spotlights, downlights and coloured lights are incredibly effective ways of highlighting key areas of your stand. Installing these at strategic points within your display area can lead visitors directly to certain products or demonstrations you’re hoping to promote.

 

4, Pictures are worth a thousand words.

Research compiled by Fast Company has revealed that images are able to communicate information significantly faster than written messages. So much so, in fact, that our brains are able to process visuals 60,000 times faster than text.[2] If you have a key idea that you need to get across to your visitors, consider presenting it to them through pictures rather than words.

Incorporating colourful graphics, brand logos and images into an exhibition stand are proven methods of facilitating more meaningful, memorable engagements with an audience.[3]

 

5. Leave your stand in capable hands.

Don't fall at the final hurdle and leave attendees feeling sour by failing to offer top-quality customer service at the event itself. The solution? Make sure that the people manning your stand are well educated on your products/services and able to answer any questions they may be asked. Also, choose people who know your business inside-out and who are able to naturally engage with visitors of all ages, backgrounds and nationalities. When seeking to fill your time at an exhibition with meaningful interactions and lead-generating networking, the importance of emotional intelligence cannot be underestimated!

 

6. Bonus money-saving hack!

Everyone loves the feeling of knowing they’ve got great value for money. Fact.

At Unibox, we know that our clients are no exception to this rule, which is why we’re not afraid to celebrate the long-term financial benefits of using our Modular System when designing and building exhibition stands.

Being easy to reconfigure and rebrand, stands constructed using Unibox’s Modular System product range can be repurposed for a wide variety of different clients. Regardless of dimensional requirements or aesthetic goals, modular display systems can be used time and time again meaning they are a cost-effective solution for any event specialists.

 


 

Do you have clients with exhibition projects? Get in touch to see how Unibox can help you bring your ideas to life.

Our technical team will be happy to assist you, call 0161 655 2100 or email [email protected]

 

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[1] Sonza, Eduardo, How Lighting Affects Mood, https://www.archdaily.com/922506/how-lighting-affects-mood, (accessed on 13.11.19)

[2] Gillett, Rachel, Why We’re More Likely to Remember Content with Images and Video (Infographic), https://www.fastcompany.com/3035856/why-were-more-likely-to-remember-content-with-images-and-video-infogr (accessed on 13.11.19)

[3] Medina, John, Brain Rules: 12 Principles for Surviving at Work, Home and School, (Pear Press, 2008), pp. 221-240