How to Create a Memorable Brand Experience with Your Exhibition Stand

Exhibiting at trade shows is all about putting your brand in the best light possible. Your exhibition stand can serve as a dynamic space in which you can talk to potential clients and partners, showing off your product or service in a discreet yet persuasive manner. If you haven’t used an exhibition stand before, or if you’re looking to revamp your existing solution, then read on for our brief guide.

Work out what you want to show off

The first thing you’ll want to do is think about what elements of your brand you want to show off the most. This is essentially a question of capturing your brand identity, while showing off the most exciting and relevant parts of your business. This might differ depending on your goals for a specific exhibition. 

You’ll need to think about the kinds of people who are likely going to be present, and what you think they’ll be excited by. Once you’ve done some intense brainstorming, you’re ready to make your exhibition stand.

Get your stand professionally made

While you obviously need to do some of the work yourself, when it comes to designing the actual stand, it’s normally best to use a professional service. Companies such as Focal Exhibitions specialise in creating customised exhibition stands, for a wide range of different brands. 

They’ll hold a consultation with you, first of all, to work out what kind of experience you want to create, and then they’ll go and draw up some options. Once you’re happy with a model, they’ll produce it for you, ready to go for your next trade show.

Keep it interactive

In contemporary trade shows, people expect to be actively engaged by the exhibition stands they see. This shouldn’t be purely social or technological – you need to strike a perfect balance.

This will include things such as VR headsets and large screens to show off designs, all of which should be tied together by a team of enthusiastic and charming employees. You shouldn’t expect your team to just be able to wing it – give them time and support to prepare for the event, so that they’re ready to succeed.

Keep it fun

Finally, even though trade shows are professional events, in most cases, people appreciate a little lightheartedness. That doesn’t mean that you have to be silly or overly expressive, but just maintain a degree of informality and hospitality. That could mean offering visitors biscuits or a cup of tea – anything that might start to create some rapport.

If you follow these basic and relatively broad tips, we’re sure that you’ll be able to create the perfect memorable brand experience with your exhibition stand. 

While it’s important to look for inspiration in other designs, remember that at the end of the day, you can create something that’s reasonably unique. By working with a professional exhibition stand company, you’ll have the perfect team on hand to guide you through most of the practicalities as well. 

Image: Mattias Blomgren CC Wikimedia Commons