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Preparing for this year’s events

January 25, 2013 | Gemma Russo

This month at Nimlok we have been planning the detail of our up and coming exhibitions and thought it would be useful to outline the steps that we are taking to achieve our final stand designs.

Exhibiting Objectives

As with any project, the first things we discuss when planning our exhibition attendance are our overall objectives for the year.

Each individual company’s objectives will be different, but may include; generating sales, collecting data, building brand awareness, booking appointments or cementing existing relationships.

Once clear objectives have been decided upon, it is important to set targets to ensure you can measure the success of the show, post event. This can help you decide if to attend the following year.

After finalising your objectives you can decide which shows you will be attending.

Which Exhibitions and Events to Attend

If you are a veteran exhibitor you will have a list of previous events that you have attended and their success. This will give you a starting point with regards to which to attend this year. Don’t forget to look out for new shows that may be relevant to you and your target audience.

If you have not exhibited before, there is a wealth of information available regarding which events are taking place. Exhibition venues outline the events they are host to, and often provide links to individual event websites, where organiser information and more details of the show can be found.

Event organisers will often post information regarding who is attending a show and offer stats on who attended the previous year. If you haven’t attended a show before why not ask a confirmed exhibitor for their feedback.

Look and Feel

With a clear idea of your objectives, how and if they vary by event, it is time to think about the look and feel of your exhibition stand. Consider your branding and what key messages you want to communicate to attendees.

Incorporating your messaging to get the best impact could include integration of audio visual elements, simple imagery, or interactive media. All of which can help you engage with your target audience. Also think about practical elements you might need once you have attracted the visitor on to your stand, such as hospitality areas, seating, product displays, data capture and storage areas.

At this stage do not try to design a stand for your event, work with your exhibition stand designer who should provide you with the best options based on your stand requirements.

Commonalities between Events

If you have more than one exhibition or event, it is worth considering the commonalities between them. Consider the following areas:-

  • Objectives
  • Size of stand
  • Shape of stand
  • Number of walls
  • Communication messages
  • Features of the stand

By understanding all of the these features your exhibition stand design team can help you to design a stand that could be reconfigured to work for several or even all of your exhibitions, giving you a greater return on investment.

The Team

One of the most important factors to any exhibition stand is the people that are manning it. They will inevitably help you to achieve your objectives. At a very minimum all your stand attendants must be happy to interact with attendees. After that your objectives will dictate to you who would be the best people to man the stand.

Don’t forget that face to face interaction does not come naturally to everyone, they may need some help and advice before attending the show regarding how to conduct themselves on the stand, your objectives, product information. In some instances training may make your team feel confident with what they are doing.

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