5 Must-do’s to ensure you get the best possible exhibition stand for your brand, within your budget.
There are disaster stories about virtually everything and stand design is no exception. So how do you avoid ending up playing the lead role in the next exhibition stand horror? According to veteran exhibit designers it’s really not that difficult…
- Be upfront with your designer about your budget. Despite any pre-conceived notions you may have, a limited budget does not mean limited creativity, in fact it often takes more creativity to stick to a budget and still achieve the desired results. Also, your stand designer is not going to deplete every cent of your budget simply because you have made the funds available. An exhibition stand designer’s job is to utilise your funds in the best possible way to achieve the best possible result, their aim is not to suck you dry. Quite the opposite in fact, their aim is to help you flourish.
- Do not procrastinate. This is the most common mistake in the exhibition stand industry. Building a unique, eye catching, crowd stopping exhibition stand takes time. Do not wait until the last minute to brief your designer and get the creative process going. “Hurry up!” is to a designer as blasphemy is to a priest. If you know you have an exhibition coming up and you need a stand, the sooner you let your designer know, the better.
- Know your brand, define it clearly and pass the message on. According to marketing guru and author Seth Godin, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” If your stand designer does not fully and clearly understand your brand how is s/he going to fully and clearly define your brand in the form of an exhibition stand? It is just not possible. Make sure you provide your designer with your logo, colors, typography, and marketing materials as a starting point. Then tell your designer more about your brand, try to answer questions like: what makes you different from your competitors, how do your customers view your brand, who are your customers, what are you trying to convey through your exhibition stand. All of this information will help your designer to achieve the best possible result.
- Set Objectives. Try to set clear, measurable objectives that answer the following question as clearly as possible, “What would define a successful end result exhibition stand for you?” Remember why you’re creating a stand and what you want the stand to acheive.
- Stay involved. The more you communicate with your designer the greater your chances of getting what you want out of an exhibition stand. Check in frequently and make small changes as needed rather then waiting until the end and then having to change everything.
And there you have it. 5 simple but incredibly vital steps to getting an amazing exhibition stand.
Source: Exhibitor website