Designing an exhibition stand — it’s the little things that count
Have you decided to take part in an exhibition and now you need a suitable exhibition stand? The stand space has been booked, the detailed planning is pending, and you have set yourself the goal of generating an optimal result from your exhibition activity.
In the following, we provide you with initial tips and decision-making aids to help you develop ideas for your objectives and design, while keeping the most important key points in mind. Trade fairs and exhibition stands are highly complex marketing worlds. It is not uncommon for small details to determine the attention of your customers and, even more importantly, that of the general public.
If your exhibition stand is not optimally designed, you will lose a great deal of potential.
There is no such thing as an individual exhibition stand! Each exhibition stand must be individually designed, belong to the company, and be presented appropriately. An exhibition stand is an effective instrument for image advertising for new customers and sales promotion for regular customers. As in direct communication, the exhibition stand must take into account different needs and approaches.
Before you start thinking about how to design your exhibition stand, you need to be clear about and agree on the objectives of your appearance at the fair. An exhibition stand is part of your marketing activities, and its design must be aligned with your marketing and advertising objectives. As part of the communications mix, the exhibition stand has a message or, for different customer groups, several messages that are tailored to the target group.
These goals are crucial for all further decisions. They determine how you design and build your exhibition stand and which stylistic elements you need.
Imagine the trade fair as a foggy sea and your exhibition stand as a lighthouse. You want to be sure it’s seen by all the right people. And nobody would build a lighthouse in a valley or cast the light inland. So before you design an exhibition stand and give the light a direction, you should ask yourself some important questions:
Designing an exhibition stand
— important questions:
1. Which target groups or market sectors do you want to address?
What are the characteristics of your current and prospective customers?
Are there colors, shapes, or product elements that need to be highlighted to make your exhibition stand more target group specific?
2. What will be the “light” of the lighthouse? Do you want to highlight a specific product or service? Can we design an exhibit for this and present it in showcases, on shelves, or on specially designed display stands?
3. What information do you want to convey, and what are your customers like?
Are compact, handy flyers or a digital solution the right way to go? We can support you in this decision as well, all the way up to the design.
4. What activities are planned at your exhibition stand, and how do you talk to your customers? A different approach should be taken for actively addressing new customers than for maintaining relationships with regular customers. A lounge area with attractive exhibition furniture, a bar with catering or even a specially provided meeting area, among other things, are well-suited to this.
Of course, all of this is a bit much at once and can hardly be achieved alongside your actual core work. And that’s okay — after all, that’s what we’re here for.
We have been serving national and international clients for over 25 years. And over the years, we have been able to build up enough experience and expertise to plan the individual exhibition stand for every customer with every need.
As a full-service provider, we personally take care of every detail. Together with you, we coordinate and design your very own personalized exhibition stand. Your exhibition stand, the exhibits, and the various functional zones will become one and make a big impression.
Thanks to our many years of experience, we are aware of industry-specific and general trends in trade fairs and incorporate them directly into the planning. We will adapt your exhibition stand exactly to your needs, keeping your products, requirements, and characteristics in mind. Come aboard and be our captain: there’s nothing standing in the way of our launch!
Curious to see how it all works together with you? Then take a look at our exhibition design.
