How to be a successful trade show exhibitor: Building your stand

Over the next few weeks i'm revisiting my eBook and taking a look at what makes a successful trade show exhibitor. Last week we coverd the first and important step of 'planning'.

If you think you can't wait for my weekly posts, don't hesitate to download my free eBook (How to be a successful trade show exhibitor). 

After all, you get one shot at enticing new customers to your stand, you have to stand out, literally!

Your stand is your shop window and a direct invitation to say “come on in”. It’s vital to make sure your objective for the show determines the look and feel of your stand. Choose signage, posters and products to display and boost the image you want to create.

When designing and promoting your stand, consider:

• Banners, banner stands, giveaways, contests or prize drawings
• Literature, interactive elements such as touch screens to gather customer information
• Make it interesting, fun, and engaging 
• Key sales and marketing messages
• Eye-catching signage, informative literature
• Giveaways
• Demonstrating a product

Get creative

Experiment with lighting, sound and screens, electronic presentations, posters and signage. Follow the same path as visitors around the stand so you see what they see - both from a distance and up close. Make sure there’s not too much text to read and try not to overload on the visuals. 

Space is important

Preparation is key, so try building your stand beforehand. Setting up your exhibition stand in your workplace before the trade show will save time and give you a feel for the space you will occupy. You’ll soon see what you can include and what you’ll need to leave out. 

Stick to your budget

Exhibiting at a trade show is not about spending pots of money and ordering new materials. Look to see what’s already on your premises that could furnish your exhibition stand.

The three second rule

Does your stand clearly communicate your main message in three seconds? This is how long you have before your visitor’s attention wanders to another stand.

Remember, small is beautiful too

Exhibiting is about having great ambitions, not huge budgets. Deciding on a space that will suit your objective can be challenging; all too often, people get carried away with the idea that size is better than focus. Small stands work well too.

To get a head start for future shows and help plan improvements, try the following:

• Take photos of your stand this year and compare next year
• Check out the competition and other stands for ideas

For any enquires on Event Management Gold Coast, Corporate Events Gold Coast, and Conference and Incentives Days please call Jo. Jo can bring all her experience, passion and skill to the table to create a fresh and innovative partnership with you. Click here to get our Ebrochure & download our PDF.

Jo Kane

Events Gold Coast