17th February 2010
Everybody in a business world knows about a special atmosphere of a trade show, where bitterly competing companies do their very best to oust the competition and gather as many new customers as possible. How does this relate to a custom built exhibition stand?
In such an environment it can become crucial to stand out, and those who do not will inevitably lose money in terms of business lost. And it's a dangerous thing to lose business - not only does your business lose potential earnings, but your competitor gains them, leaving you with a losing equation. The more you lose, the more he gains, and that extra money can be used by him to advertise and promote his business so that he gains even more as you lose even more, leading to a downward spiral that you must avoid.
The best way to avoid this losing equation is to never let it begin. This means dominating your competitors at trade shows and events with a combination of an excellently designed custom built exhibition stand, charming staff, and a touch of applied intelligence.
The facilities at your disposal when you attempt to attract clients are arrayed rather like the pieces on a chess-board. First you have the minor facilities – to attract people towards you stall, to get them even slightly interested – interested enough to come towards your stall, you can have a big, attractive, colourful, well designed banner floating above your stall. Your employees can mix with the crowds, handing out equally attractive leaflets, and pointing out the way to your stall.
But bear in mind that, just the way both sides on a chess-board possess the same pieces to begin with, your competitors will be doing exactly the same things. But that's okay – just so long as you make the same efforts too. As I said before, these are the minor arrangements.
The major arrangement you make to capture customers is, of course, your custom built exhibition stand itself. This can be made extremely attractive indeed, and more than attractive – attention getting, which is not always the same thing. For example, you can have pop-up displays incorporated into the design of your stand that ensure that your stand catches the eyes of people passing by. Yes, something as simple as a pop-up display can make all the difference.
Then, once potential customers look at your stand, that's when the custom design of a bespoke stand really demonstrates its value, as it literally, in those moments, stands for your company, for its values, its integrity, it's ability and the quality of its products. In a well-designed custom built exhibition stand, everything from the colours used to the very shape of the stand has been carefully taken into consideration, to create a whole that customers will admire and appreciate – and then, with careful handling by your on-site personnel, they will transfer that appreciation to the company itself.
Remember that careful customers will visit several stalls in a trade event, and that whether or not they transfer their business to you will depend, to a great extent, on the impression that each company makes in the few minutes they spend at each stall. So ensure that you have that vital edge over your competitors with a custom built exhibition stand.