Exhibitions are a great opportunity for business. They allow them not only to increase their brand visibility, but also, thanks to the fact that they are a letter of introduction of the business to potential customers, they allow them to enter new market niches, taking more advantage of or better exploiting existing ones. In addition to this, we cannot forget that trade fairs are also a meeting place for companies, fostering new synergies and collaborations.
However, before we dive into some tips on how to make your stand stand stand out by attracting attendees or the advantages of doing this type of marketing, let's start with the basics. What is a stand for trade fairs? We'll tell you all about it!
What is a trade exhibition stand?
A stand for a trade fair will consist of a space that will transmit 100% of the brand's corporate identity, philosophy and values. It can be said to be a kind of " presentation letter " of the company during a exhibition.
Most commonly, when designing these spaces, the aim is to create a space that invites the user both to stop and to stay for a while. In this way, everything is designed to make it a pleasant, attractive and welcoming space. Let's not forget that the purpose of the stand at a trade fair is to promote the product, as well as to achieve commercial collaborations between companies. So all the attention you manage to generate around you will always be an added bonus!
In short, as we have already mentioned, one of the objectives of a trade fair stand is to capture the user's attention, making them approach the stand to ask questions or interact with the people from the brand who are on the stand. This means that everything on the stand has to be designed with the corporate objective in mind: to capture attention in order to convey the message and/or the different business solutions available.
Different types of exhibitions at a trade fair depending on the number of people who attend the exhibition
Normally, fairs can be divided or categorised into three types according to the type of attendance they have, and in this way we can define:
- Trade fairs for the final consumer.
- Trade fairs for professionals.
- Industry-specific trade fairs.
- Trade fairs where both the professional and the end consumer can attend.
As you can see, within the different types of fairs there can be, each one will follow a different strategy when it comes to getting potential customers.The way of approaching the public will not be the same when we are talking about end-customers as when we are talking about business-to-business negotiations.
Main types of exhibition stands
As we mentioned earlier, the strategies to be used to capture the attention of users will depend on the type of public attending the fair, whether they are end customers, professionals or both. This means that knowing the type of audience that will be attending is essential for companies interested in attending.
But what are the most common stand options for a trade fair? The stand you choose should suit the type of trade fair you are attending, as well as taking into account the type of public and the objectives you have for the event. The most common stands are:
- Perimeter stand
- In-line stand
- Island stand
- Peninsula stand
Trade fairs and exhibitions are another type of marketing action.
One of the things you should know is that when we talk about fairs and exhibitions, we are talking about one more marketing strategy that we can carry out to promote our brand. Trade fairs are part of experiential marketing strategies, i.e. as the name suggests, the potential customer will choose a product or service based on the experience it offers.
This will lead to trade fairs taking place in a face-to-face environments,where the user can see the product or have the service explained to them first hand.
One of the things that makes trade fairs one of the most interesting marketing actions is that they have a constant flow of users who can become the brand's potential customer. For this reason, having an attractive stand is especially important, as it will help to add options to have a first contact between the brand and the target audience.
However, the fairs will not only be used to sell or conclude new contracts, but they will also be particularly useful when it comes to gathering information from the target audience. In this way we can find out first-hand what motivates them, or what their needs are, in order to analyse whether there is a market niche that we have not yet covered.
Advantages of having a stand at a trade fair
Whether or not to go to a trade fair will depend on the company's corporate objectives at the time. It will also depend on the type of audience that will be attending. In this way, the most common way is either to rent a stand or to design a customised stand for the fair in question.
However, what are the main advantages for a company to have a customised stand at a trade fair? Let us tell you!
Boost the sales team's strategy
Having a stand at a trade fair will help your sales team to showcase the differential values they want to convey.In this way you can create synergies between companies, and also make the product or service known to new consumers.
Sales materials, marketing materials and the brand stand itself will be additional elements. that will help the sales team get the message across and achieve greater brand recall.
It can be said that the presence of a brand at a trade fair with its own stand, will make the difference in creating new business opportunities.
Create a space to present new products or services
A stand is a place designed specifically with the brand in mind. This means that it can transmit not only your corporate identity, but also your message, your values and of course your services, giving the user a clear view of the company and its solutions.
When we talk about fairs, will be the ideal places to show a product or service first hand to the attendees. In this way they will be able to discover them, seeing their characteristics at first hand. In addition to this, the sales staff will be able to answer any questions you may have.
Helps improve positioning in the minds of consumers
When we talk about a brand, we must not forget to mention the recognition or mental image that users have of it. This aspect takes on special importance when there is an over-saturated market such as the current one, as it means that we have to carry out strategies that not only allow us to achieve sales and conversion objectives, but also that We should also think about the brand image and brand recall that potential users have.
Thus, when it comes to the moment of purchase decision, A good positioning strategy will make consumers choose your product over your competitors'.
A customised stand will set you apart from your competitors.
As we mentioned earlier, we currently find ourselves in a hyper-saturated market. This means that brands must carry out strategies not only for brand recall, but also for recognition and differentiation. Having a stand that has been custom-made for your brand will allow you to get your message across in the way your brand needs.
It allows you to create a meeting point between your brand and potential synergies and customers.
Having a trade fair stand, will allow you to create a physical space around the brand. In this way you can ensure that your customers, partners and interested parties can meet in a place specially designed to convey the messages that will offer the best perception and recall.
You will be able to reuse your stand for another fair
A stand that has been custom-designed using good materials can be used at different trade fairs. Esto hace que el desembolso inicial que se ha realizado, con el tiempo sea muy rentable.
In addition to this you should know that a stand can be made with different modules, This means that in the future, depending on your needs, you can use the complete stand, or you can remove some of the modules to adapt it to the space you have available.
Tips on how to make your stand stand out at a trade fair
Trade fairs are full of brands that want to showcase their products and services. This makes knowing how to stand out especially important if your company has decided to attend the fair. But... Don't worry! At VA 361 Productions we give you some key tips to make your stand stand out:
Make a tailor-made stand with an eye-catching design
Having a stand that not only conveys the corporate colours and values, but is also creative and made of high quality materials, will make a big difference.
In addition, If this investment seems too high for you, we recommend that you think about a design that you can reuse again and again. In this way, the use and profitability that you will be able to get from it will be much greater.
Conveying your brand's value proposition in a simple way
If you have attended more than one trade fair, you may have noticed that they are spaces that are saturated with messages. For this reason We usually recommend that the stand is designed specifically with the message you want to convey in mind. In this way, the value proposition can be seen in a simple way, preventing attendees from moving directly to another stand!
Make your stand revolve around your creative concept.
One of the vital components to differentiate ourselves at a trade fair, is to make the whole stand turn and convey a creative concept.
We know that! This is not easy. For B2B and even high-tech companies, this can be a challenge. However, try to analyse your added values, the value proposition that characterises you as a company, and the needs that you cover with your product. If you put all this together, you may already have a starting point, right?
Includes technological elements in the stand itself
As we mentioned in our article on audiovisual technology and trends for eventsToday, there are devices that, if applied in the events sector, improve the user experience exponentially.
Have monitors and/or touch screens that allow users to not only watch brand and product videos, but to interact with that content, will multiply your interest and brand recall.
Offers a unique experience
In short, if you want your stand to capture the attention of the attendees, creating a constant flow of visitors, offer something unique!
You can think about organising games, contests, raffles, competitions, quizzes, quiz games, you can offer merchandising or promotional items... These are all ideas that attendees love and make a stand stand out from the many brands out there.
If you do something that is innovative, word will spread among the trade show attendees and everyone will be looking to stop by your stand.
If you are still in the process of starting to design your stand for the next fair, don't hesitate to write to us at info@va361.com! Our team will be happy to help you.
