What to Consider When Exhibiting

Thursday, 06. November 2014

Why exhibit?

Face to face marketing and exhibiting can’t be beaten, and in a world overcome with digital technology and virtual communities, that’s slowly getting forgotten. Exhibitions are put on to bring together all different kinds of companies, from all around the world, into one place. Nowadays, exhibitions are becoming so numerous that Apple’s famous trademark phrase ‘there’s an app for that’ can be applied.
If you want to reach out to a wider audience, then exhibiting really is a great way to do just that. It’s widely becoming more and more popular, with all the latest exhibitions gaining more visitors and exhibitors each year.

How to exhibit?

When planning to exhibit, one of the first challenges you must overcome is deciding on your stand. Your ambitions and goals will go a long way to helping you decide which kind of exhibition solution is appropriate for you. There are three types of exhibition stand:

Custom Stands (also known as bespoke)
Ball-park figure: £15000+

The custom stands will always be the most physically impressive and will naturally attract the most visitors. They are tall, wide, have high walls, lots of angles, and a massive logo. The purpose of the custom-build stand is to get noticed by as many people as possible, as quickly as possible. Custom stands will dominate space, and are (usually) of the highest quality. They can have space ‘inside’ the stand, seating areas, or even a stage from which a demonstration/seminar can be delivered.

Modular Stands
Ball park figure: £3000-£15000

Modular stands inhabit the middle-ground of exhibiting. They’re not cheap, but they’re not expensive. They’re not huge, but they’re not small. They’re not infinitely ambitious, but they’re not totally inflexible. Modular stands are a sensible choice for most exhibiting companies. When budgets are limited and stand spaces are smaller, the aim is to maximise your ROI. Modular stands usually allow you to showcase your brand and your product or service without emptying your pockets.
The best modular stands (such as the Prestige Events System) toe the line between custom and modular – where the stand is scientifically modular but aesthetically custom, while the cheapest systems resemble pop-up stands or have very limited aesthetic capabilities.

Pop up stands
Ball park figure: £500-£3000

The final option for exhibitors is the pop up (and also banner stands). This is the ‘budget’ option, aimed primarily at first-time exhibitors and companies with little-to-no budget.
Pop-up stands often consist of small, simple modular frames to which graphics are attached. They get across your company’s name and logo as cheaply as possible and take up little room in ‘shell scheme’ spaces (where your stand space has walls and a ceiling).

Design: Our top tips…

Use your company colours where possible. Brand consistency is one of the key factors to building trust and loyalty with consumers.
Don’t try and use too many colours at once, it’ll look clumsy and all over the place. If you’re stuck, keep it simple.
Don’t think of any idea too ‘wild’ and far from the purpose of your company. Clever gimmicks will be hard to understand and decode in the 6 seconds customers will walk by. If it’s too complicated, they’ll move on.
And lastly – you will always have help coming up with colour concepts from a CAD Designer from your chosen exhibition company. So if you’re completely stuck and have no idea where to start – leave it in their safe hands – they know what they’re doing!
For a free, no obligation, design proposal email designteam@remove-this.quadrant2design.com or visit www.prestige-system.com for more information.