Dama Design Exhibitions
Why Bespoke Exhibition Stand?
There are hundreds of trade shows and exhibition events being held across the globe every month. Out of these hundreds of shows, there are thousands of companies exhibiting, and it is often common to see many of them having custom-built exhibition stands. In this post, we will dive in a little bit about why the majority of companies are going for custom exhibition stand designs and whether it is worth investing in one.
I like to think of exhibition shows as a massive playground for business-hungry visitors and an accelerated retail shop on steroids for exhibiting companies. You see, the main thing that makes these expo events so compelling and valuable is that the particular show only happens once a year and lasts for a very limited time. This helps exhibitors funnel their target audience into one place, bringing in heavy traffic. It is safe to think of the exhibition crowd as your high-potential leads because that’s exactly what they are. It is always great to have accurate leads, which means you definitely are not wasting your time promoting your products or services. However, if you haven’t developed a hook, you won’t be in good contact with any of your leads or even have them approach you in the first place to flourish some business. When it comes to exhibitions, it’s important not to forget some significant unique qualities of these leads: most of these visitors see you for the first time, they see you in person, and there are many other exhibitors with great hooks.
The Hook
As an avid visitor myself, I have spoken to many exhibiting businesses who left exhibitions disappointed, having not been able to build a network on a productive level. The two main issues are that leads either end up at different stands or you’re not very memorable. To stand out, you have to differentiate yourself from the common in many ways, and this mainly comes from custom methods. Let’s have a look at some of them:
Bespoke Exhibition Stand Elements
- Custom Exhibition Stand Design Complements Your Brand’s Identity: This will allow visitors to spot you from far ahead as they see you emerge through the regular stands. You can think of your custom stand more like a three-dimensional logo, your company’s face that they can interact with. People remember a face when they like one. To achieve that with your stand, you have to build a compelling and interesting look to keep visitors intrigued enough to come and say hi. If a stand’s silhouette is interesting from afar, that’s a great design, as well as the use of color around the shapes that complete the silhouette. These elements can only be explored with a custom stand design.
- Tailored interactive presentations/games: These techniques are evident and have been used for longer than we can think of. Games and interactive experiences make a great and lasting impact on temporary visitors, leading them to become long-term leads. At the end of the day, visitors will anchor their memories on the experiences they’ve had. A game or an interactive experience can also help them break the ice that has been building from visiting too many companies formally.
- A personalized approach to visitors: It is also extremely important to consider how your sales reps are approaching visitors. Most companies send their regular sales reps who are accustomed to dealing with sales on the phone or via email, making them not used to serving a heavy traffic of leads in person. The significant fact here is that your leads are actually meeting your company in person. They’re your guests for that time, even though they might not be aware of it. Customised treatments can help build trust and might be the mere reason visitors choose your services and products. It’s worth investing in preparing strategies and training your sales reps to adopt bespoke approaches to visitors.
It’s safe to say that utilising custom methods in exhibitions and trade show events makes a great impact in reaching your goals throughout your 2–3 days of exhibiting. From my experience, I can say it’s worth investing in key tailored elements to get valuable and long-lasting returns for your heavy efforts in the rapid environment of exhibitions, which usually ends quicker than you may think.
