There was a time when exhibits were designed to “look cool” and any product or message would be pasted on it. The process started with “style.” Customers picked a style they liked and then made it work somehow. We believe that good exhibit design ought to begin with some sort of strategy.
What is it that your clients want to do or say? An exhibit design should strat with a very solid understnading of the event-specific mission. Take the steps further, break it down into elements, priority, “grammar” and style..in that order.
In the simplest terms, the process goes like this. Look at the space, for every particular show. What is the space? In-Line or Island? How big is it? Where is it? Determine Approach Type - Do you want the exhibit to be:
Marketing Type-being all about the product or brand ID?
Architectural Type-all about the structure?
Experience Type - all about what happens in the structure?
After making these educated decisions, then you can go onto the design phase.
By: Sue Kleiner
Satisfied customers as well as a quality product - is the bottom line to any business, when you are researching exhibiting at trade shows, you should be partnering with an exhibit house that handles every aspect of the production of your exhibit- from conception, to the return of the exhibit properties for storage until your next trade show. Product market strategy is an essential part of the entire exhibiting experience.
You do not get a second chance to make a first impression. It only takes that few seconds get the attention of a potential client as they walk past the parade of exhibits on the trade show floor. You want your exhibit to be a visual display of what your company is all about and bring attention to your services and products.
Trade Shows have become a highly competitive market place and the exhibit experience is all about the “wow factor”. Giving an exhibit curb appeal is one of the ways to get your company noticed. With striking graphics, you increase the chance of drawing in visitors to your booth. This is where the “wow factor” comes in. These trade show attendees will saunter by many, many exhibits; you want them to walk past those and enter your exhibit.
Designing exhibits can be thought of as a partnership of objects – combining the key elements within your exhibit space, making sure the striking graphics are properly lit and in a position where they will draw the most attention. It’s about making sure that the lighting is positioned so as to enhance products or services and making sure that the podium or counter of choice is aligned for the best possible traffic flow.
The fluidity of your trade show exhibit space should make it easy for attendees to browse through the new product launches or the improved products display. Whether you are using podiums or counters in your exhibit, they should form a marriage with all the other furniture within your booth space. Do not plan on giving them too much to focus on - this is actually ocular chaos for most people and it can the end of the conversation, but if the exhibit has a pleasant visual display the potential client will feel more comfortable’ entering and staying longer.
Keep conversation simple and informative once you have a potential client in front of you give them reasons why it would best serve them to do business with you. Explain to them about any new product launch and make sure you have a success story to back this up.
My company has instituted a new plan, providing care packages to our clients to use while their booth is being set up. Do you really think this is an added service?
Signed: Personal Touch
Dear Touchy,
I applaud your company in recognizing that GREAT customer service. Satisfaction is an indispensable part of your daily operation and is more than just a financial transaction. In this age of “e” business, most companies and clients have become accustomed to fulfilling orders and requests that are being closed via electronic means, which eliminates all aspects of the human touch. The “art” of personal touch” is a concept that has gone by the wayside.
After talking with you at length, I am very impressed with Catalyst Exhibits’ implementation of this care package. These kits include all the tools that might be needed by your client in case anything comes up on the show floor. This also shows how you are listening to your clients’ small talk and remembering to include some specialty items and treats that he/she may favor, and may have mentioned in casual conversation. I would encourage you to welcome input from others in your company that may have personal contact with the client as well.
Personalization is all about providing information that reflects what you know about a certain customer, and what you know is changing all the time. Recognizing that the set up of a trade show booth can be a long laborious task, this care package sends a positive message of “we know and we care” and provides a distinct message of exceptional customer service. I don’t think that any client can deny that being thought of, or having their needs responded to, is a welcoming feeling in today’s market. In this environment, personalization is critical to helping customers, keep them, and give them the best service in the trade show exhibit industry.