Imagine a place where you can meet all your customers, old and new, face to face – a place where customers are looking and expecting to buy from you. It’s no wonder that exhibitions are as popular as ever for any business seriously intent on maximising sales.But with that popularity comes competition. Having a competitive advantage at exhibitions is crucial for your company and the exhibition stand is an important factor. This is your chance to bring your company to life!When you’ve identified your exhibition, the two most popular ways to exhibit are shell schemes and open plan. But how do you decide?Your available budget will undoubtedly guide you here and although this will vary from exhibition to exhibition, for equivalent sizes expect shell schemes to be less expensive than open space up to about 20 square metres. Above this size and space can become a more competitive option.Hiring ‘space only’ at your exhibition more often means a greater demand on your time and resource and you will require working drawings for workshops, joinery, print – everything you need for your custom-build solution. And there are logistical considerations too. A substantial part of your budget might be transport, storage and installation. A two-day build will have implications on man-hours and accommodation, and a de-rig at the end of the event too.Shell Schemes, on the other hand are predefined areas where the exhibition organisers provide a basic package of walling, lighting, carpet and electrical sockets. They normally occupy the perimeter of the halls, side by side, and are around 3m x 3m in size. They have the same height and some come with a fascia panel with the stand number and company name included in the package. Others have casement ceilings, steel latticework or no ceiling at all. The walls are made from individual panels and are generally covered in a Velcro friendly material for applying exhibition graphics or deploying portable display equipment such as Pop Up Display Stands and Roller Banners.Where’s the best spot to help you meet your exhibition objectives? Location! Location! Location! If a better position within the exhibition hall increases your chances of delivering twice the sales then it may be worth the additional investment. The most prominent positions in the exhibition hall are often ‘snapped up’ early and in some cases are pre-booked by the savvy exhibitors for the following year while the show is still in full swing. So a quick visit to the organisers’ office during the show is a great way to guarantee the pick of the stand locations for next years exhibition.What do you hope to achieve at the exhibition? It’s really important you give this serious thought in advance and to develop a clear brief for your exhibition stand. It’s a good idea that your objectives follow the S.M.A.R.T. rules, making them Specific, Measurable, Achievable, Realistic and Timely. For example, a specific goal might be: to develop 20 new sales leads each day, distribute 50 sample packs or arrange 10 high quality appointments for the weeks after the show.Exhibiting can be an intense process but can also provide excellent returns if you plan thoroughly and are committed to achieve the right results for your business.From some simple advice and guidance to fully managed exhibition services, companies such as The Image Group can help you enjoy the peace of mind that the whole process is managed under one roof by a team of experts. Creative expertise can help your business to stand out from the crowd, particularly with photo-realistic full colour exhibition graphics, fabric printing, lighting and digital signage technology.When you choose the right exhibition partner to manage aspects such as power requirements, organiser liaison, safety and security and Internet connections to name a few, this leaves you to concentrate on what you do best. That’s to tell people your story and win some new business!TOP TIP: Communicating Your Message. The first thing to remember is it’s not about what you want to tell people, but what they want to hear from you. Exhibition delegates certainly don’t want reams and reams of copy-heavy prose to trawl through. They simply won’t read it.• Keep text to a bare minimum and deliver your message with complete clarity • Use bullet points for helpful summaries • Keep your main message at eye height (at least above one metre) • Use professional eye-catching images to reinforce your messageTOP TIP: Keep it Open. Don’t be guilty of blocking stand access with furniture, meeting areas, AV, or even pushy staff! Keep your stand entrance as open as possible to make it easy for delegates to circulate.TOP TIP: See the light. Lighting really can make or break your stand so experiment with direction, intensity and colour of lighting. Use it to create impact and draw visitors in.TOP TIP: Go higher! Check with the organisers but some will allow you to build up to 6 metres high and you get charged no extra for using this space! Realise the opportunity and ensure the stand is clearly visible in the exhibition hall.TOP TIP: Expect the unexpected and build in a contingency. If it’s your own installation get in early, on the first day of build. Delays can be costly paying for labour waiting to gain access to power or the venue itself. At some shows there can be as many as 100 articulated lorries all wanting access to the same show at the same time.TOP TIP: Let’s get creative and use those senses. Exhibitions are unique in their ability to breathe life into your company message using all the senses. Use sounds, colours, smells and even food to make it memorable. And capture the spirit of your business with interactive AV presentations.TOP TIP: Keep it simple and keep your stand focused on the key objectives. Over complicated sign systems and difficult installations can work against your objectives. Be as creative as you like, but make sure your stand compliments your key objectives and doesn’t detract from your message.
