Having a good exhibition stand is paramount to achieving a good ROI from a trade show. When you are at a trade fair, it’s easy to spot a good exhibition stand. They often look more cohesive, standout, impressive or even higher-quality than those surrounding them. However, actually mapping out your own own stand to have this impact doesn’t always feel easy. So, how do you actually create a good exhibition stand?
Set Goals for Your Event
One of the most important parts of creating a good exhibition stand is setting your goals, as these are bound to shape your event focus. Are you looking to launch a product or wanting to generate leads?
For example, those who are launching a new product would ideally incorporate the product and launch it into the graphics and stand, making it a primary feature of the look. In contrast, businesses hoping to drive brand awareness might focus on a brand-first design, boosting memorability and brand recall among visitors.
Here are some of the main reasons for exhibiting:
- Goals & Objectives
- Target Audience
- Theme & Messaging
- Budget & Resources
- Logistics & Platform
- Marketing & Promotion
- Engagement & Experience
- Measurement & Follow-Up
- Team Alignment
Consider Your Target Audience
It is important to think about who your typical customer is. What are their motivations for attending the show, and what stand features might grab their attention? Focusing on these factors can help you appeal to the people that really matter!
Maximise Stand Space
It is important to make the most of the stand space you have booked – confirm the dimensions with the show organiser and make sure your stand fills it, but doesn’t overcrowd it. Think about the flow of the stand and how you want it work. A good exhibition stand will allow enough room for visitors to move around.
If you are including seating areas for visitors, keep them to the back of the stand. Avoid introducing any barriers to entry, physical or psychological, that could deter visitors. Don’t overfill your stand with staff members, because if it looks too busy, it can be off-putting.
Maximise Height for Visibility
Having a stand that is taller than others can be a good way to draw attention, and gain visibility throughout the hall! Check the maximum height allowed with the organisers. High-level branding, hanging signs or rotating headers can all make your stand more visually attractive!
Consider the Lighting
Lighting is a powerful tool for exhibition stands, which can completely transform the mood of the stand! Lighting can be used to add visual interest, draw focus to important messages, place products in the best light and simply create the right atmosphere for your stand. In the guide below, you can find some of our favourite examples of exhibition stand lighting!
Consider the Exhibition Stand Design
Large-format graphics are the perfect canvas for branding and marketing messages. They can communicate brand stories through compelling images, key messages, and a wealth of bespoke features, forming memorable, distinctive spaces.
Make sure your brand name is prominently displayed at the top of the stand and include a call-to-action. Contact details, such as phone number and website, will give visitors a way to contact you after the exhibition. If you’re making sustainability claims, it is vital to choose a reusable exhibition stand. Without this, the claims can look disingenuous.
Don't Overload with Text
When it comes to exhibition stand design, negative space is your friend! Try not to overload the exhibition stand with large amounts of text, as this overwhelms the stand and inevitably, the important messages are lost.
Instead, use brochures and literature for facts and details, and prioritise hero slogans for the stand. Make sure the text that you include is large enough to be seen from a distance.
Don't Forget About the Flooring
Another key aspect that makes a good trade stand is the flooring. This element of an exhibition stand is often overlooked by stand owners, so ensure that you consider it when preparing for your next trade show.
Don’t rely on the standard carpet tiles provided by the show organiser; including the flooring in your stand design can really make an impact. Our stands include the option of a photo-floor, a Quadrant2Design exclusive feature, that extends marketing to the floor, creating a unified, impactful and professional finish!
Make Your Stand Interactive
When used appropriately, interactive features can significantly improve engagement with the exhibition stand, enticing visitors and boosting return on investment. Whether it is TVs and Demo areas, or interactive games, there is a range of options available. If your products cannot be showcased in person, consider using a virtual reality experience.
Use Promotional Items to Enhance the Exhibition Stands
Our final top tip for creating a good exhibition stand is to make the most of promotional items during a trade show. Everybody loves a freebie! By adding free merchandise, you can build hype on your stand and increase brand recall after the event!
Think about supplying items that are useful, fun or high-value. Most importantly, something useful that visitors will keep. These will keep your brand alive in their memory for months or even years to come.
Ready for an Outstanding Design?
If you have invested in your stand space at an event, it is important to source the best stand solution to maximise return on investment.
Our design consultants have helped thousands of businesses to craft the perfect exhibition stand to make a memorable impact at their event. Each of our stands is completely custom-designed, yet reusable, allowing you to strike gold time and time again! Speak to one of our experts on 01202 723 500 or email design@quadrant2design.com to get started.
