You’ve spent a long time building your brand. Ironing out the creases, getting every brand asset in lockstep and ensuring everyone knows who and what you are.
When exhibiting, it’s integral that you uphold this brand image and present the best version of yourself to visitors. Exhibition spaces give you a new opportunity to directly communicate with your customers and deliver face-to-face marketing that can impact your brand for weeks, months and years after your exhibition.
Here’s our guidance on what we think is essential in using your exhibition stand to reinforce your brand.
Allow ample time for planning
Creating an exhibition space is a complex process. Mistakes are most commonly made when you’re rushing or planning is left until the last minute.
By pre-planning as much as possible before the design, manufacture and actual exhibition process starts, you’re able to minimise the risk of anything going wrong that could negatively impact your brand.
When planning, we’d suggest keeping things simple. It’s easy to overthink and that too can lead to problems. Plan thoroughly, but don’t get caught up on small details – the right exhibition stand contractor will be able to help with those specific details on your design to ensure your space looks exactly as you’d expect.
Consider target audience and stand orientation
Who are you aiming this space at? Whilst your brand may be targeted at multiple audience sectors, it’s wise to select one or two to focus on within your event space. This way, you can create more impactful messaging and add emphasis on the features that are most effective for that audience segment.
Physically, the appearance and orientation of your stand are a huge factor in turning heads. Consider how you’re going to present your space, combined with the audience targeting – and you’ll be able to create something that is inviting, but specifically to the people you want to talk to most.
Got a strapline?
Straplines get remembered – and the aim of your exhibition space should be to generate interest and get remembered.
Creating a strapline for your event will create something memorable for your visitors to take with them after the exhibition. Whether they remember it for a week or a year, it could be vital in generating new business.
You can also use your strapline in social media marketing prior to the event(s) starting. Drum up interest and consolidate your brand messaging.
Showcase your products/services
If you’ve launched a new product or service, now is the time to shout about it. That might be why you’re exhibiting in the first place, of course – but it might simply be that you’re looking to generate more interest in your brand. It’s a great opportunity to show your potential customers why your brand is unique and why they should consider partnering up with you.
But, it’s important to remember that whilst you’re showcasing your latest product or service, put your people at the forefront of the space. Task your staff to create connections with passers-by and positively represent your brand to build better brand sentiment after the event.
Consider bespoke branding
Bespoke branding built for your target audience can help add a feeling of exclusivity to your event. Consider offering specific, tailored merchandise or offers that invite visitors to invest (financially or emotionally) in your brand.
Use graphics to maximise exposure to your company logo and company colour palette, whether that’s within the space or on materials you’re giving away to your visitors. Ensure they’re high quality and match the expectations associated with your brand.
Catch the eye
Graphics can maximise exposure to your company logo and company colour palette too. The main element of marketing is getting remembered – so now is your chance.
Using hanging banners, if permitted, can attract immediate attention, alongside building to 4 metres (or above, where allowed) If both of these design features are allowed within your exhibition’s regulations, they’re a fantastic way to stand out from the crowd and draw extra eyeballs towards your space.
Get the attention your business deserves
We’re trusted by clients the world over to help with the design, manufacture and installation of exhibition spaces that get remembered. Want to be next? Take your first step to better audience experiences now and talk us through your plans, so we can bring them to life.
Book a free consultation session now.
