Stand design and build play a MASSIVE part in maximizing brand visibility at conferences and expos.
But let’s back up for a second…
Standing out at any industry event is the goal of every business who exhibits. But let’s be honest…
Most businesses just blend into the crowd. Hoping their stall will catch someone’s attention like magic.
They show up. Put out some generic backdrop. Print a few flyers. Throw them on the table and hope for the best.
Sound familiar?
If you’ve ever ended an expo with flyers left in your bag and leads left in the mind of prospects that visited your stand, then this guide is for you.
This guide dives into exactly how stand design and build can massively improve your visibility at events.
Ready?
Here’s what you’ll learn:
- Why Stand Design and Build Matters More Than Ever
- The 5x Best Ways to Maximize Brand Visibility
- How to Turn Event Visitors Into Real Leads
Why Stand Design and Build Matters More Than Ever
Industry expos have never been more popular.
The global pandemic put a stop to face-to-face events for over a year. Now that they’re back, it’s busier than ever.
In fact… 81% of trade show goers are able to make spending decisions for their company. Which means 4 out of 5 people strolling past your exhibition stand can buy your product on-the-spot.
Busy exhibition floors are full of buyers.
But there’s a problem. More businesses are exhibiting than ever before. That means more competition for those buyers’ attention.
You need something that instantly makes you stand out from the crowd. Something that builds credibility as soon as someone lays eyes on it. That something is a professionally designed and built exhibition stand.
Working with experienced exhibition stand builders allows you to focus on preparing your team for the event. You can rest easy knowing the stand design and build process is taken care of by professionals.
Okay, but WHY is stand design and build so important?
Let’s paint a picture…
Conference goers are scanning the room looking for stalls to visit. As they walk past poorly designed stands, they create a wishlist of who to see later.
But when they walk past that PERFECTLY designed stand…
They know it’s who they should visit first.
Stop for a second and think about that…
Walk into ANY expo and observe the crowd. People FLOCK to the best designed stands. They’re drawn to them like bees to honey.
Professional exhibition stands catch people’s eye IMMEDIATELY. Which is exactly why 48% of exhibitors agree that stand design is the best way to attract visitors.
Visual difference = Instant attention.
Makes sense right?
The 5x Best Ways to Maximize Brand Visibility
Next up is the good stuff…
These are the proven strategies that will help your brand stand out like crazy at industry events. Bookmark this page and refer back to each tip before your next conference.
Get a Professional Stand Designer and Builder
This should’ve been step 0. It’s that important.
Professional stand design AND build should be step one of your preparation process. Here’s why:
Professional stand designers know EXACTLY what attracts people to a stand.
Remember earlier when the importance of first impressions was mentioned?
Stand designers take that knowledge and use psychology to grab peoples attention within seconds. Using bold colors and leading visitors’ eyes towards your main messaging.
Not only that but professional stand builders craft a space that’s inviting to step inside. They avoid clutter. Use open concept designs and utilize height to their advantage.
Yeah… friends don’t let friends use pop-up banners and foldable tables.
If you want your brand to look legit.
You NEED a professional exhibition stand designer and builder.
Create an Interactive Experience
The most successful brands at events…
Give visitors something to do.
Touchscreens, product demos, giveaways, hands on experiences. Whatever you choose, make it interactive.
Engaging with your stand allows visitors to experience what your brand has to offer. Which is better remembered than reading it on a sheet of paper.
Try and create an enjoyable experience that sparks conversation.
Utilize Height
Think about trade shows you’ve been to in the past…
Chances are you’ve looked up…
Towards suspended signage, rigged LED lights or floating brand decor.
While other businesses are fighting for attention-level eyeball high. You could be utilizing that DEAD SPACE above your stand.
Overhead branding is the answer.
Do you know what’s great about branding overhead?
EVERYONE SEES IT.
It’s visible from anywhere in the room. Which means you can catch the attention of passing trade show visitors from a mile away.
Boom. Instant brand awareness.
Using overhead space for branding is a great tactic to get noticed above the crowd.
Market The Stand BEFORE the Event
This is often overlooked by so many brands…
You can market your exhibition stand weeks before the doors open.
Send out emails teasing what your booth will look like. Use social media to create a buzz. Encourage your followers to ask questions about the event.
Get them excited to see what you’re all about.
Posting about your booth before the event lets people know WHERE to find you. It piques their interest and creates a little FOMO when they realize they don’t know what your stand has to offer.
Ideally, you should aim to market your stand at least a month before the event starts.
Follow Up Immediately
Have a follow-up process ready to go BEFORE the event starts.
You’ve created eye-catching stand design that gets people through the door. You’ve built an interactive experience they’ll remember.
Now it’s time to CONVERT them into real leads.
Too many stands wait days or even weeks to follow up with prospects.
Within 24 hours of meeting a lead at your stand, they should receive a personalized follow up email.
Simple. Quick. Effective.
How to Turn Event Visitors into Real Leads
Standing out at industry events is awesome.
Having crowds of people wanting to know more about your business is EVERYTHING you hoped for.
But here’s the catch. Unless you’re asking the right questions during their interactions with your brand…
They’re just browsers.
Interest is fired by curiosity and dwindles quicker than a Magic Dragon.
So how do you turn browsers into real leads?
Simply ask questions that allow you to qualify them on the spot.
“Who do you think this would be beneficial for?”
“If this is implemented for you, who else would need to be involved?”
These types of questions allow you to not only BOOK follow up appointments. But qualify who NEEDS to be contacted about your services.
Bringing It All Together
Stand design and build are by-far some of the most important aspects of exhibitions. They are literally the first thing someone notices about your brand.
Here’s a quick recap on how to maximize your brand visibility at the next expo:
- Invest in Professional stand design and build
- Create interactive experiences for customers
- Use height to your advantage
- Market the stand BEFORE the expo
- Follow up quickly with prospects
Cover these 5 points and you’re well on your way to creating a stand that attracts REAL business.