How to create a bespoke exhibition design
Creating a bespoke exhibition design is one of the most important parts of ensuring a successful exhibition. When you are in such close proximity to direct competitors you need a really unique, well thought out stand to ensure you are the one clients remember.
Understanding the Event Objectives
Having a clear set of objectives is key to many aspects of any exhibition plan. It is equally as important when considering the bespoke exhibition design. Some clients may wish to meet with current customers at an exhibition. In this case, it is important for there to be an easily accessible and welcoming seating or meeting area within the stand. Some clients may wish to build brand awareness. For this objective, it is key that the stand has some experience-based features.
When creating a bespoke exhibition design, your objectives can dictate the unique aspects of the stand. They can also be used to develop a basic plan for the layout of the stand.
Understanding the brand
Our design process always starts with the brand. That’s how we’re able to create an engaging brand experience for each and every client we work alongside. Using the brand colour pallet, themes and ideas, and applying this to all 5 senses, we create an all-encompassing brand experience, leaving delegates with a real feel for your brand.
Understanding the customer
Who is the core customer? What kind of people will be attending the event? Carefully considering your target audience is key to any bespoke exhibition design.
If you know that your customers will be using laptops or mobile phones throughout the day you could embed charging points into your hospitality area.
If your target audiences are socially active, then you could integrate your stand with a real-time social post wall. Ideal for engaging with your prospects on the day (with the right strategy) and ensuring you’re growing your social followers whilst allowing you to continue to nurture them after the event, continuing to drive value for your brand.
Consideration of stand location
A mistake many exhibitors make is not considering where their stand is located when creating their exhibition stand design. The location of a stand within any exhibition is key to its design. The flow of traffic, and proximity to entrance/exit/toilets/food outlets can all have an impact on the way your stand should look.
If you are tucked away in a quiet corner, then having a stand that is very open and inviting can help to combat any losses you may get from being slightly hidden. You should make the most use of the perimeter stand location and aim to guide people into the space. If you have a very large, busy, central location then using boxed-in areas for meetings could help to combat noise. You may also find a central refreshments area that will encourage people onto your stand.
Attending a show prior to exhibiting is key to understanding the venue and flow. Always try to attend a show at least once before planning your stand as there may be things that cannot be seen from any maps/plans.
Consider if the place you intend to have a stand has any issues which might only be known during an event, such as a drop in temperature, resulting in several doors being opened for deliveries, smokers, etc… this may result in consumers not feeling comfortable staying at your stand too long.
Considering new innovations
Creating something that is truly bespoke means always innovating and applying new ideas and technologies. This can be as simple as applying something to a stand that is normally applied elsewhere.
For example, having a musician playing a live instrument on the stand. Or it can mean being at the forefront of new technological developments. Creating a new augmented reality game for your stand.
Understanding who will be representing your brand and why is key to success. Planning for each stage of your consumer’s journey through your stand provides the necessary information for designing the space too.
From how your representatives will initially engage with consumers through to how and where they will convert them is necessary information when designing your stand.
If the plan is to have 1 person at the stand then it should be a relatively open plan area. The whole area should be easily visible for that one person so they don’t miss an opportunity to talk to a passer-by. If the plan is to have 10 salespeople meeting with clients, then a number of small ‘break out’ rooms would help to encourage one to one conversations.