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Article Title: Brand Your Exhibition Stand For Maximum Impact
Author: My Booking Manager
Word Count: 516
Article URL: http://www.isnare.com/?aid=38392&ca=Marketing
Format: 64cpl
Author's Email Address: chrish[at]infotec.com.au (replace [at]
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Easy Publish Tool: http://www.isnare.com/html.php?aid=38392
================== ARTICLE START ==================
Rita Davenport had been given a free hand to design and manage
an exhibition stand for her company. The Marketing Director had
briefed her extensively on the overall idea and left her with an
open brief to produce something that would attract customers,
dealers and the trade press. Rita walked out of the meeting
feeling inspired but not quite sure what to do next.
Once you understand clearly what the sponsor needs the stand to
achieve, you can go about the business of designing and branding
your presence. If your budget will stretch to the cost of a
professional exhibition designer, you should commission a good
one. Not only does it remove some of the more stressful
elements of exhibition organization; gaining agreement to the
design, arranging manufacture, checking quality, organizing
transportation, assembly and disassembly; it allows you to be
objective about making changes. In addition, exhibition
designers will provide advice about the best position for your
stand in the exhibition hall, traffic flow through the stand,
lighting and audio-visual presentations.
If you don't have an extensive enough budget to engage an
exhibition designer, get together with a good graphic designer
who can produce well designed exhibition panels that will
impress and attract attention. You may need to provide a stand
system (normally a metal framework that is assembled to hold
the exhibition boards) but these are fairly lightweight, easy
to assemble and come ready-fitted with a lighting system.
Other considerations for your stand should include furniture to
rest your foot-sore customers, pamphlet racks for your product
information and storage for the paraphernalia that you don't
want to clutter the stand.
Before you finalize the design of the stand, run it by all of
the important decision-makers and influencers in the
organization to make sure it has their blessing before you
commit to expensive printing and photographic work.
Selecting and training your exhibition staff
When potential customers home in on your stand, they don't
really want to deal with people who only have a vague
understanding of your products and services. They generally
want very specific answers to very specific questions and it is
in your interests to people the stand with carefully selected
competent individuals who can work effectively as a team.
If you choose to use technical staff who have limited sales
experience or sales staff with limited technical knowledge, it
is vitally important to provide them with an opportunity to
pick up new skills and information prior to the exhibition.
Allow your own staff to train each other and to share tips and
techniques in sales as well as improving technical knowledge on
the products or services being exhibited.
Rita was fortunate, her exhibition budget allowed her to
commission a talented exhibition designer who project managed
the installation for her. The exhibition team was selected from
sales, marketing, engineering and administration co-workers.
They all benefited from a fun workshop where they compiled a
stand data book to educate each other about the company,
product and sales information.
About The Author: Published by My Booking Manager. A
convenient, professional, time saving & cost effective way to
accept registrations, bookings & payments for your next
seminar, workshop, trade display or membership event Obtain
your FREE report "20 Steps To Running Successful Seminars
Roadshows Workshops And Events Report" at
http://mybookingmanager.com
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