How to Plan your Exhibition Stand

It’s a common error to invest in an exhibition stand space without carefully thinking about what your exhibiting needs are.

For some, this can result in very busy looking stands, or stands that disrupt the flow of traffic. Even if your sales team are the best in the world, your stand needs to be carefully designed to allow your amazing sales team to do what they do best.

See our video where I explain the key considerations for designing your stand and read our top tips below.

1. Clear branding

Exhibition halls can get very busy, so it’s important that your stand is fully branded with your logo clearly seen from a far. It’s also important to add clear USPs and key messages to explain what you do in a nutshell. Keep wording to a minimum as your stand should tempt people in for your sales team to do the talking. This will help passersby to determine if they want to find out more about your business.

2. Space for clients

With stand space, less is most definitely more! Overcrowding will repel passersby rather than encourage them on-stand. Getting this balance right could be the difference between your stand generating a positive and negative ROI, so think it through carefully.

Think about the amount of space you’ll need to interact with clients. Will you need a desk or counter area to take down their information as a lead? Are you planning on meeting with existing clients for a prolonged period? If you are displaying lots of products, then you’ll also need to consider the amount of room you will need for clients to view or interact with these in addition to the space you’ll need to take leads and sales.

3. Giveaway

Not all exhibitors will want to give away freebies, but they are a great reminder of your business if you get it right. It may seem like a quick win to have a bowl of unbranded sweets, as a token gesture, but this won’t help with your brand awareness after the event and won’t help with your ROI.

Giveaways should be relevant and should be memorable. For example, sweets with your name on them, or longer term gifts such as branded mirrors, pens or stress balls.

If you’re giveaways are of higher value, consider only given away as a thank you to leads rather than to everybody – this will make sure that you aren’t a target for freebie hunters who aren’t interested in your business.
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