by Ceri | Feb 22, 2010 | Design, Exhibitions
If you will book trade show stands for the first time, you will want to keep within a smaller budget. First observe and learn. You should have a long term goal with the trade show stands. You will use the knowledge and experience gained from the first trade show to plan the next one which will incorporate everything you have learned. For the first trade show, you may want to go with a previously used booth to save money. Go with more generic signs that can be used in future shows as well. Customisation should only come from the next show when you have a clear focus. Study various booths and plan ahead. Go with furniture rentals rather than purchasing furniture that will not be used in your future trade show stands.
by Ceri | Feb 11, 2010 | Design, Exhibitions, Modulbox - Exhibitions, Products, Scan Display
Scan Display’s mobile exhibition system, the Modulbox, recently proved its outdoor versatility and stability when it withstood Cape Town’s notorious gale force Southwester on Camps Bay beach. This promotion was part of an extensive national roadshow which saw the Modulbox placed in various locations around Durban, Plettenburg Bay, St Francis Bay, and Knynsa.
Justin Hawes, MD of Scan Display adds, “Another characteristic of the Modulbox which impressed the client was re-usability of the box. The same customised box was used in seven locations in Cape Town and in several other cities making it a very cost-effective way to take a brand to a wide variety of audiences across a broad geographical area.”
The Modulbox is a modular, portable ‘stand in a box’ which is custom designed to a client’s specifications. Scan Display, in partnership with Modulbox Germany, manufactures this innovative system locally. This allows Scan to keep the price down while clients still benefit from cutting-edge German design.
“This promotion once again demonstrated the Modulbox’s superiority over other outdoor promotional spaces such as gazebos and shelters, when the stand stood true and proud in the face of winds of up to 50km per hour. It also demonstrated the Modulbox’s quick-set up time, versatility and re-usability,” concludes Hawes.
by Ceri | Feb 8, 2010 | Design, Exhibitions
1. For increased brand activation at a trade show or exhibition, and maximising ROI, what new products and services are on offer in terms of stand schemes and allied products?
The Modulbox is a new cost-effective ‘exhibition stand-in-a-box’ which is proving very popular among our clients. They like its quick set-up time and versatility (it can be used both indoors and outdoors).
The Modulbox is manufactured locally which ensures that prices are kept competitive in relation to conventional exhibition stands. We used the Modulbox to create Scan’s stand at last year’s Markex show in Johannesburg and its innovative, modular design received rave reviews.
2. What are the latest solutions to generate traffic to an exhibition stand?
We have seen a marked increase in the use of both fabric and LED lighting on stands. Both are cost-effective materials that can be used to dramatic effect on a stand.
Fabric
Fabric is being used more and more to replace traditional stand materials such as wood and laminates. It saves clients money as they are able to re-use fabric panels over a couple of exhibitions. Fabric is also very tactile and draws people to a stand – many people cannot seem to resist touching or brushing an eye-catching piece of fabric.
LED Lighting
LED lighting is also a popular way to bring traffic to an exhibition stand. It provides a warm, white light which is very appealing to the human eye. It is also a greener option as LED lights are low cost, burn at a lower temperature (therefore are safer) and use less electricity than conventional lights. Although the initial upfront cost is slightly more, LED bulbs last significantly longer than conventional options, making them cost-effective in the long run.
Lighting has become a key design element when creating an exhibition stand with many stands using light colour washes over the whole stand for maximum impact.
(See attached picture of Stand with colour washing)
3. Discuss five crucial points that all exhibitors should consider when choosing to exhibit at a trade show or exhibition.
Five crucial points that exhibitors should consider when choosing to exhibit are:
- What is your objective behind exhibiting at this particular exhibition?
Before committing to an exhibition you need to be clear about what you aim to achieve by exhibiting. For example, if you are looking to generate leads, what procedures will you have in place to qualify and collect leads on your stand?
- What pre-show promotions do you have planned?
You cannot rely solely on an exhibition organiser’s marketing efforts to get visitors to your stand. You need to tell your existing and potential clients that you will be exhibiting at the show and why they should visit you there.
- Does your stand design match your objectives?
Your stand design must help you fulfil your exhibition objectives. For example, if one of your objectives is to meet and talk to clients face-to-face you need a meeting area on your stand where you and a client can sit and talk.
- Are your staff properly trained?
Your staff needs to be specially trained to man an exhibition stand. For example, they need to know how to interface effectively with visitors, how to qualify leads at the show and how to manage any electronic equipment on the stand.
- What post-show follow-ups are scheduled?
Exhibiting is a wasted exercise if all the leads collected are not followed up on timeously. Likewise any networking connections that were made need to be explored and strengthened to reap the full benefit of exhibiting.
4. What are the industry trends for 2010?
One of the strongest trends we have noticed is that clients are re-using stands. Re-usable fabric panels are becoming a popular choice for decorating the stand, rather than vinyl panels which are easily scratched.
Clients are also looking for portable stand options, with many choosing to do the set-up themselves.
5. As exhibiting continues to be a costly business, what are your suggestions to companies that simply cannot forgo exhibiting this year, yet their marketing budgets are severely strained?
Clients need to work closely with stand designers to come up with creative solutions. There are always more economical options and clients should not be afraid to ask for them. Graphics can be re-used and should be designed with this in mind.
I still believe that exhibitions offer the best value for money when it comes to marketing media. They provide clients with an opportunity for invaluable face-to-face communication with existing and potential clients.
If clients take the five crucial points (above) into consideration, and exhibit in line with their set objectives, exhibitions can be a very effective and economical marketing tool.
by Ceri | Jan 18, 2010 | Exhibitions
Exhibition stand designs can be exceptional marketing tools, provided you do it right from the start. Select materials that will represent the corporate identity effectively. Make use of audio visual effects, moving objects, and interactive displays such as touch screens to create more impact. Don’t ignore lighting effects. If you want to place emphasis on a product, the lights can do the trick. Make use of high impact graphics and remember that you want to get the visitor’s attention within three seconds. Many people will be passing by. You want them to stop and come into your display stand. If you will be exhibiting at various venues consider modular exhibition stand designs allowing you to add onto the design and to take away according to the specific exhibition requirements. Don’t compromise on quality as the exhibition stand designs portray the company’s commitment to quality and professionalism.
by Ceri | Jan 18, 2010 | Exhibitions
If you want your stand to be noticed follow the exhibition advertising tip below.
Go bold – know that there are many competitors at the same trade show and as such you will want people to see your booth from far away. If you were running an underground club, it would have been fine to have a stall tucked away with a secret entrance door, but you are competing for attention. As such make sure your banners are large enough to be noticed and that the displays are attractive enough to get people interested. People don’t read everything they see at exhibitions. Exhibition advertising should be easy to read (scan with the eye), immediately noticeable, and with a target audience in mind. You cannot target the grandma, the grandchild, teacher, parent, teenager, student all in one. Make a choice and align the exhibition advertising with your choice.
by Ceri | Jan 15, 2010 | Exhibitions
Which exhibitions are the best?
It doesn’t pay to display at as many exhibitions as you can if those exhibitions are not relevant to your target market. Save the money and do some planning first. Create a strategic marketing plan and identify exhibitions that will fit the plan perfectly. The next consideration will be budget. No use in exhibiting if you run out of cash because you overspent. Research how many people are expected at the specific events before signing up. You will not want to spend thousands just to get one or two customers who at the end of the day will only spend a few thousands. You want a solid return on your investment. It doesn’t mean that you should ignore the smaller exhibitions. If you are still climbing the ladder you will have a hard time competing with the multinational companies when exhibiting and may end up spending more than what you get back. It is essential to book events that will fit in with your marketing strategy, target audience, and your budget.
