What kind of Exhibition is it?
What kind of people are going to be there viewing your stand? Is there a specific theme to the exhibition that you should take into consideration?
Make sure that understand the demographic that you will be tailoring the design of your exhibition stand for. Then try to think outside the box but, not too much.
For example, if you are at a highly professional insurance exhibition you are going to want to take an approach that fits an appropriate theme but, you still want to stand out. If you can find something that is interactive or eye-catching without getting childish or seeming amateurish, then go for it! Just don’t do it with the entirety of your design, just pick one element that you want to make an impression with.
What Kind of Company are you?
Designing your exhibition stand while keeping in mind what kind of company you are, is fairly similar to the above point that explores exhibition types.
Understanding what type of company you are is probably a really basic thought process that many people will have gone through or thought about prior to reading this article. However, it’s one of those things that has to be covered because if you get this bit wrong, you will have entirely wasted all of your company’s time and resources.
If you are a toy company, even if you are pitching in a professional environment, having a slightly more colourful theme with additional interactive features is perfectly acceptable. It fits with your companies’ profile. However, if you are running a stand on behalf of an international law firm, this isn’t going to go down so well.
These examples are extreme but, hopefully, it gets the point across. Make sure your design theme fits with your company and is consistent with the brand you are representing. If it isn’t, you will give off an immediate air of incompetence and inability to understand target markets. Nothing is more off-putting in any business than unprofessionalism formed through lack of research and consistency.
Have any of your competitors attended this exhibition before? If so, is there anything they did with their stand that you can learn from?
Whenever you are doing any form of market research, one of the best places to start is by analyzing the competition and designing an exhibition stand is no different. Take a look at what people are currently using in your industry or similar fields, analyze what is working, what isn’t and what ideas you can implement into your own stand.
There are a number of different companies that even offer online galleries or examples of exhibition display stands. Take a look around and see if there is anything that sparks your own imagination.
What’s the room like that you’ll be working in?
Normally the strongest position is in the center of the exhibition but, this can depend on a few different things such as where the toilets are. It might sound crazy but, if you have an eye-catching stand people on their way out will spot you and you could attract additional customers to engage with as they wait for their friends.