March 29, 2024
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Attendances at exhibitions up and down the country have pretty much returned to the levels they were pre-pandemic.
In fact, many venues report they are now visited by more people and have higher exhibitor turnout than before COVID.
This can be a bit of a double-edged sword for exhibitors – it’s good news that footfall is high, but it also means the exhibition scene is more competitive than ever.
It’s, therefore, never been more important that the branding you use at an exhibition lets you stand out from the crowd.
But how exactly do you ensure your messaging hits all the right notes?
Below, we take a look at a few tried and trusted exhibitor marketing exercises.
It can be easy to overlook how important satellite locations are in getting your brand message out among exhibition attendees.
Space in entrance halls is often at a premium, and priced as such, but if you can set up shop in a reception area, then use lightweight feather displays to signal your presence at the event.
But if you can’t find a place at the entrance, maybe look to establish a presence in the car park with some strategically placed displays.
And don't forget that corridor-based advertising is also key – you can build brand awareness simply by having marketing material in locations where attendees mill about and chat.
As much as every stand, stall and installation at an exhibition tries to stand out from the rest, most still end up finding it difficult to win attention.
That’s where the ‘hero’ element comes in – this is a design element that wows passersby, captures their imagination and identifies your brand instantly.
The rule is, if someone glances in your direction from across the room, his or her eye should be immediately drawn to the hero element.
Bear in mind that when it comes to visual stimuli, human beings respond to height, light, movement, and contrast.
As such, a good hero element might include:
The human factor in brand management at an exhibition shouldn’t be overlooked.
The exhibit itself can only go so far in winning attention, but the staff manning the exhibition are often the deciding factor in how your brand is received and perceived among visitors.
Indeed, it's well-known that members of staff manning an exhibition stand play an important role in brand perception, dwell time of visitors, lead quality and conversion rates.
However, bear in mind that working an exhibition stand requires a unique skill set, so recruitment is key.
By going modular with your exhibition, you give yourself options when it comes to branding.
Modular walls and pop-up display apparatus not only make assembly, packing and transportation much easier, but they also allow you to tailor your branding for each event and audience.
In modular systems, branding is usually applied via:
Rather than being permanent fixtures, these graphics attach to a standard frame, meaning that you can switch up your branding easily by simply swapping the graphics, not the entire stand.
For example, the modular approach used by Go Displays allows all manner of panels, podiums, graphics and accessories to be quickly updated to reflect your evolving branding and marketing message.
You will generally find that audiences at exhibitions, where attention is a premium, and people pass by quickly, respond to short, sweet sentences that pack a punch.
As such, it’s often a good idea to go with eye-catching messages that utilise imperative verbs in the titles – for example, sentences like “Cut Your Costs by X%” or “Secure Your Site in 60 Seconds” grab attention and make people want to find out more.
People also respond to branding that features:
In an increasingly digital world, it remains the case that face-to-face marketing still has a vital role to play in getting your message out.
Exhibitions are the perfect way to do just that, but standing out from the crowd can be tricky.
A strategic approach to displays, recruiting right and finding a hero can all help you stay ahead of the competition.
You can increase your brand's reach by placing marketing materials in high-traffic satellite locations. Consider setting up lightweight feather displays in reception areas, placing signs in the car park, or advertising in corridors where attendees gather and chat.
A 'hero element' is a central, eye-catching design feature intended to wow passersby and make your stand instantly recognisable. It should use visual principles like height, light, movement, or contrast to draw attention from across the room, such as a large 3D mock-up of your product or a well-lit display of your logo.
Your staff are incredibly important. They are the face of your brand and can be the deciding factor in how visitors perceive your business. The right team, with strong communication skills and product knowledge, directly impacts visitor dwell time, lead quality, and conversion rates.
Modular stands offer great flexibility and convenience. They are easier to assemble, transport, and pack away. Most importantly, they allow you to tailor your branding for each specific event by simply swapping out graphic panels or fabric skins, which is more efficient than changing a whole permanent fixture.
Short, simple, and punchy messages are most effective. Use headlines with strong verbs that grab attention, like “Cut Your Costs” or “Secure Your Site”. Support your text with high-quality images that show your product in action or simple infographics with easy-to-digest information.
