Cabinet Maker magazine recently featured an article on Last Minute Exhibition Advice written by Tamsin from Tom Higgins. Click the link below for the full article.
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Exhibiting Survey Results
We recently ran a survey via Linked-in and Twitter to investigate what is important to you as exhibitors and to find out if exhibiting activities have changed over the past year.
Thank you to everyone who kindly took part in the survey.
The results showed up one or two surprising results – most importantly that nearly 48% of respondents have increased their exhibiting presence in the past 12 months. This is in line with the opinion that marketing activity should increase in hard times to make sure you create every opportunity for your company as possible.
From 21 responses, the results are:
In the past year have you increased or reduced your marketing activities via exhibitions and trade shows?
Increased 47.6%
Reduced 9.5%
No change 42.9%
Reasons for reducing exhibition presence included constraints on budget and time and logistics of staff attending the events.
One reason was that better roi measures in the previous year meant that this year’s events were more carefully selected.
Main reasons for exhibiting.
When asked to list the three main reasons for exhibiting, the responses included:
1.
Company and brand awareness
Product awareness
To increase sales
Market presence
Meet new prospects and clients
Lead generation
To interact with customers face to face
Meet global clients in central location
Good networking opportunity
2.
Increase brand awareness
Extend brand recognition into new markets
Lead generation
Demonstrate new products and capabilities
Networking
Meet existing customers
Meeting partners
Exposure to market
To be able to taste the products
3.
Promote new developments
Meeting prospects and customers
To get more sales
Lead generation
To collect valuable feedback
Staying abreast of industry
Increase market share over time
Networking
Network with current clients
Help with awareness of competitors
Reasons for choosing to exhibit at a particular show were:
Reputation of the show within the industry.
Best for industry sector
A show which showcases the products to a wider audience, attract the big buyers.
The right attendees with genuine opportunities to engage with them.
Enough of the right people (decision makers) attending the show.
Alongside exhibitors who offer services which complement each others business.
Relevance
Audience profile
Media opportunities.
Good previous attendance
Good organisation
Value for money
Excellent promotion
Location.
When asked how far in advance exhibitors start planning their stand and activities at the exhibition:
Answers ranged between 1 month and 18 months. The majority of exhibitors plan between 6 months and 1 year ahead, depending on the size of their exhibition stand.
How important are environmental sustainability and green issues to you in relation to your exhibition presence?
It makes a big difference to everything we do for the exhibition. 14.3%
We try to make sure our activities are as green as possible within our budget. 42.9%
We are aware it is important and do what we can but only if it’s easy or cheaper for us. 14.3%
We are aware it should be important but don’t actively do anything about it. 21.4%
Not important at all. 7.1%
How do you prepare yourself/staff for working on your stand during the show?
Independent professional training course for how to exhibit effectively. 0%
In house training/discussion on their roles and responsibilities at the exhibition. 53.8%
Course/meeting run by the exhibition organisers to help exhibitors get the most from exhibiting. 23.1%
Make sure everyone is fully up to date and knowledgeable on your company products and services. 76.9%
Informal chat about the exhibition. 38.5%
No extra preparation. 7.7%
We always suggest that if you are spending time and money exhibiting you really should make time to prepare yourself and any staff working on the stand to make the most of exhibiting. Staff must be fully knowledgeable on your company and products and be enthusiastic about going out there and talking to people who visit your stand. You are far more likely to have a positive experience if you are fully prepared for the show. Visit our website homepage to sign up for useful tips for successful exhibiting or contact tamsin@tomhiggins.co.uk for helpful advice.
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Interpretation with a difference
After constantly searching for well designed and good quality signage stands to hold display graphics and interpretation panels Kate Pettitt from Bivouac, a graphic design and interpretation studio based in York, decided the only way she was going to find a product that would echo the quality and creativity of their work was to commission a new range of stands. Bivouac approached Tom Higgins with the project.
We spent time with Bivouac, researching exactly what was missing from the existing options currently available. From this research we started to design a new product range which offered solutions above and beyond anything else currently on the market.
Designed with function, stability and strength in mind we created The Adventurer® range.
Suitable for any signage application and specifically appropriate for interpretation panels in museums, galleries, historic buildings and outdoor spaces.
As Kate from Bivouac says, “Their sleek, understated profile is equally at home in rural or urban situations, alongside old buildings or in contemporary spaces.”
The stands are available in solid FSC certified wood or powder-coated steel options in a wide range of colours. The clean simple designs allow for the signage to sit comfortably and easily within any environment encouraging the visitor to learn about and experience the space in the best way possible.
The success of the project is evident with signage already installed at:
National Trust property Lydford Gorge near Tavistock in Devon http://www.nationaltrust.org.uk/main/w-lydfordgorge
Gayle Mill, a restored 19th Century sawmill near Hawes in Yorkshire
http://www.gaylemill.org.uk/index.htm
The visitor centre at Ampleforth Abbey near York http://visitors.ampleforth.org.uk/visitor-centre/
More information on Bivouac can be found here http://www.bivouac.co.uk/
For enquiries regarding the Adventurer® range please contact tamsin@tomhiggins.co.uk or call 01279 817517
Posted in Design, Interpretation
Tagged design, historic buildings, Interpretation, signage stands
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What is a design brief and why is it so important to have one?
A design brief is a document – a written explanation outlining the requirements of a design project for all types of design, everything from exhibition stands, interiors, websites, brochures etc.
In order for the designer to see exactly what you need and to completely understand the project a design brief must be created. It’s purpose is to be an essential point of reference to both you and the designer and to ensure that important details of the project are considered before the designer starts work.
A truly effective and suitable design solution will not be achieved without a brief – after all, how will the designer know what you need, like or want if they don’t understand your objectives or the message your company needs to communicate?
Who should write it and what should it include?
The best design briefs are always a collaboration between the client and designer. An experienced designer will be able to help you by asking the right questions and discussing with you the project requirements as well as your company profile, your aims and objectives for the project, key messages, target audience, your position in your industry, goals and marketing strategy, time-line for the project and your budget.
Collaborating in this way is the most effective way to achieve the best results. It will mean the whole process is better for everyone and the resulting design will be better.
Actually sitting down and thinking in detail about the project can also help to clarify your thoughts. It’s a good way of double checking you are absolutely sure of what you want to achieve.
Including examples of what you consider to be effective design can be very useful, as can discussing the type of design styles you like, for example include information on colour, imagery and type of atmosphere you want to create.
It might take time and effort to create a good design brief but having it will give you a far better result and save you time and money in the long run.
Things to fascinate and inspire
For a designer it is important, and interesting to keep an eye out for new and intriguing objects, images and ideas to fascinate and inspire.
One of those sources for me is Frame magazine and website
http://www.framemag.com/
With it’s mix of design and art it’s well worth a look.
I liked this installation by Gabriel Dawe:
http://www.framemag.com/news/2586/Plexus-no.-9-by-Gabriel-Dawe.html
Recognising the potential of good design
As the business marketplace becomes more global and competition increases, the most successful companies are recognising that design has become a core strategic business competency, and the primary vehicle for differentiating their products or services from those of their competitors. Design has now become a basic strategic necessity for continued success in the marketplace.
Having a cutting edge over a competitor within the same field is one of the most important tasks for a company. How well this is achieved is determined by a number of factors but will largely determine the commercial success of the company or products. Good design can have a significantly positive effect on how a business is perceived.
Exhibitions, trade shows and corporate events are just some of the ways in which manufacturers and dealers can extensively market their products or services. A well designed and thought out stand or event is vital in an environment where your competitors may be in attendance. This should be an integral part of the marketing mix and not a standalone event separated from the rest of your marketing efforts. The design of the stand should have a strong visual presence that complements your marketing and communications objectives. As with any form of marketing, your exhibition stand will say a lot about your company. Think about the image you wish to project and do not assume that the visitor will know who you are or what you do.
You have a very short window to attract attention in a busy exhibition hall so creating a strong first impression is important. Remember, you have only a few seconds to attract attention and so a visually stimulating and interesting stand can powerfully convey your message and reinforce your brand.
In order to achieve the most effective solution the designer must begin with a comprehensive understanding of your company goals and objectives. This will form part of a design brief, which should also include background information, explain the target audience, provide a budget and detail the physical requirements such as stand size, height and location. An experienced designer will help guide you through the process in order to achieve the very best outcome for your exhibiting needs.
Key elements of the stand could include graphic and audio visual features, information delivery, atmospheric lighting, seating for meetings or relaxing and hospitality offering hot or cold beverages to your prospective customers. Key emphasis should be placed on how you wish to be perceived.
Some companies rent ready made exhibition shell schemes directly from exhibition organisers, which include walls, carpets, lighting and furniture. Although these packages can be the most low cost solution, what they save in money they often lack in style, flexibility and individuality and will lose the power of attracting potential customers. A purpose built solution, however, is designed specifically to meet your objectives and will offer the benefits associated with good design.
Remember the key advantages of the live arena, namely face to face contact and the ability to communicate directly with your target audience.
Posted in Design, Exhibition stands, Marketing
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The affordable hotel
Thought this might interest you. An inspiring way to recycle concrete tubes – I love it!
Getting to know you
At Tom Higgins we love connecting you, your brand and your marketing with creativity and design in a way that helps your company to stand out from the crowd and promote your business in a visually noticeable and professional way – and I’m talking about taking your brand by the hand, getting to know and understand it and finding out from you where you see your business in your industry and how you would like to be perceived by the outside world.
By the way, the first important thing you absolutely must understand (if you don’t already) is that your ‘brand’ is not just about a logo. The logo just represents the brand. Your brand encompasses everything about the company – from the way staff answer the phone, how communication is dealt with, right through to the look of your reception area.
Here are some suggestions on what we think visually works and what doesn’t in terms of building brand awareness at a trade show or other event:
1. Make sure you can be seen clearly from as far away as possible. Build to the height permitted by the organisers and ensure your stand is clearly visible.
2. Think about where you place your company in the market. If you represent high quality, your exhibition stand has to reflect that. Think about who your product or service is aimed at and focus on creating a stand that reaches out to your target audience.
3. Choose your stand designers/contractors carefully. Their guidance and support can help to create the best opportunity for your success at the show.
4. Be different. Do you really want to merge in with everyone else? Think about what you can do that is new and eye catching. Get noticed (in a good way of course!)
5. Keep it simple. When it comes to pictures, choose key images that represent the feeling or message you wish to portray.
6. Text should be minimal. Your stand is there to initially attract attention and encourage visitors to find out more. A visitor must immediately understand what it is you do, otherwise you are likely to lose their attention.
7. Stand staff should be friendly, welcoming and knowledgeable about the company and it’s products and services. Their appearance must reflect the company image. This could mean smart and businesslike or relaxed and casual as long as they dress appropriately for their role.
8. Keep things tidy. Take rubbish away or store it out of sight, keep printed material topped up and neatly placed.
Ultimately this is just one part of the jigsaw of a successful exhibition but getting this bit right will help visitors and potential clients to want to get to know you and to find out a bit more about you and isn’t that exactly what you want?
Posted in Exhibition stands
Tagged brand, communications, design, exhibition stands, exhibitions, marketing, trade shows
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Bivouac
Today it’s all about Kate.
Kate is one of my oldest friends – not in age but I’ve known Kate for ever (since we were about twelve to be more precise). We went through education together, both creative and designers but Kate ventured into graphic design while I headed off into the world of three dimensional design.
After some time in employment, Kate started her own company. She named this company Bivouac.
The team at Bivouac work on graphic design projects of all types – logos, brochures, books, exhibition and museum panels, website and interactive design and all things graphics related.
One of their specialisms is design for museums, heritage sites and historic properties. Their client list includes English Heritage, the National Railway Museum in York and the National Army Museum in Chelsea, amongst others.
Tom Higgins was fortunate to work with Bivouac on a project for Gayle Mill in Wesleydale. The Mill won the northern finals of the BBC’s Restoration programme and secured the necessary funding to open to the public. Bivouac collated many fascinating stories and images, creating interpretation panels and information throughout the building to form a narrative and bring it to life. We worked closely with the team at the mill and with Bivouac to design custom fittings and lightboxes, all powered self sufficiently by the Mill itself.
Bivouac was the perfect choice when it came to commissioning a graphics company to design the identity and website for Tom Higgins. After all, one of the most important things when starting a design for a client (whether that is a logo, website, exhibition stand or interior space etc.) is that the designer has to understand the nature and personality of the client or company they represent. Who better than Kate and Bivouac?
We are delighted with the result. Hope you agree!
Bivouac is based in the beautiful city of York and can be found by phoning 01904 679305
Website address is: www.bivouac.co.uk
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Tagged Bivouac, brochures, design, exhibitions, graphics, logos, website
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Welcome!
Hello, welcome and thanks for visiting our shiny new blog.
This blog is here for you – don’t get me wrong, of course we’d love you to come to us for your exhibit stands, shop interiors, office receptions and other inspirational spaces, but the aim of writing this is to help, educate, advise, inform and entertain you. Subjects will be varied but will mostly focus on all things design, exhibition, interior and event related.
The nice thing about these subjects is that we don’t have to find an excuse to include the occasional picture or bit of colour – the subject calls for them. So, just need to figure out how to do the technical bit to get them to appear here! Can’t be that difficult…
So, hope you drop in for a browse every now and then. Comments and opinions absolutely welcome and please do ask questions and let me know if there is any subject you’d like me to cover.
Thanks for visiting!
Tamsin
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