How to create a winning tradeshow stand

Trade show splash

Whether your desired outcome is to fill a spreadsheet with leads, generate buzz for a new product or just increase brand awareness, relying on random stand traffic isn't enough. 

Your stand is your shop window and a direct invitation to say “Come on in”. Create an open, warm, retail-style stand with the most important thing…signage and the way to attract visitors is with a "benefit-oriented" sign. 

A visitor’s first impression of your stand is important and how they see your stand will be crucial to your success. 

The secret is to make sure your objective for the show determines the look and feel of your stand. Keeping it simple, along with careful planning will deliver winning results.

Setting goals

Setting pre-show, achievable targets for your tradeshow is essential for success and for future business. I recommend that you don’t try to design your stand before you determine your goals and set measurable objectives.

Planning ahead is important

Before you get your show site, find out the dimensions of your display area, location and availability of essentials such as electrical outlets. This will give you an edge of where to place your display items. 

When designing a stand it's important to realise your stand/display serves as a direct reflection of the quality, image and service of your company. It's imperative that the visual impact of your stand makes a strong first impression and communicates your message in a matter of seconds.

Why does exhibit design matter? 

Because a well-designed exhibit is so effective at cutting through the trade show clutter and getting your message to your target audience.

An open design shows your stand is easily accessible; it’s welcoming to potential clients and creates easy visitor flow. If this is your aim, try to make sure that at least 70% of your stand frontage is open.

A closed stand shows that you are aiming to attract a more select visitor; this design will reduce your visitor numbers.

Space:  

• Measure out your stand in your office or somewhere handy

• Put your stand contents in place and make sure there’s enough room for your staff and visitors

• Don’t clutter your stand – it’s unattractive

• Furnishings including displays, banners, chairs and tables will change the way people perceive and react to your stand

• Don’t create unnecessary barriers that may impede access to your stand (products or information)

The average trade show attendee will spend 7 to 8 hours on the floor over a period of 2 to 3 days visiting an average of 25-31 exhibits. This leaves 5 to 15 minutes per visit. This gives you only 5 to 15 minutes to make a lasting impression that will give you an edge over the competition. 

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Jo Kane

Events Gold Coast