Why exhibitions are full of opportunities.

Something that keeps art and design inspiring and fresh is the choice of materials and structure to create intrigue and interest to fascinate the visitor. Vestige is a lovely example of design working well.

Last Minute Advice

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.

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

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.

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

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.

http://www.treehugger.com/files/2011/07/tubohotel-recycled-concrete-tubing-hotel-tepoztlan-mexico.php

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?