You’ve just committed to a stand at a major industry exhibition. How can you maximise the return on your investment? Hot on the heels of #FarnboroughAirShow we’ve got six top tips for you:

1. Keep in mind the objective

The objective of your exhibition stand is not to win business, or make money, or sell more grommets. It is to invite a conversation. That’s it. A stand is a funnel to bring people to your stand team, so you want to emanate confidence and a clear sense of self. In engineering, where tolerances are finite, there might be little differentiation in your products – so you need to express it through your brand.

2. Consider your location

It’s critical to think about your stand from a visitor’s perspective and it must work at different distances. At 30m away aim for clear branding in plenty of space. Note, a large or crowded logo communicates less confidence and a lower price point. Within 10m you need a clear proposition, and at 1m away you need compelling messaging at eye level.

3. Be intentional with illumination

Lighting is essential and can really set the tone for your brand – but it must match the message you’re trying to convey. Direct strips of LEDs communicate future-facing dynamism while diffused or indirect lighting creates a warmer, more chilled vibe. Illuminating your logo outline can work well, but ‘halo’ lighting around a panel of key messaging will make the words difficult to read.

4. Use natural textures

It’s easy for exhibition stands operating in ‘high tech’, ‘engineering’ or ‘aerospace’ sectors to fall into the trap of looking elegant but sterile, thus defeating the key objective (see above). At Farnborough, the stands that incorporated wood textures and foliage (whether real or artificial) looked far more inviting and contemporary than those that didn’t. Remember, it’s not about carbon fibre casings or tungsten tips – it’s about brand and conversation ie. you are engaging people.

5. Keep your people-people comfortable

Doing a shift on a show stand is tough work! Swap out suits for comfier branded clothing which will look unified, relevant, and impactful. Avoid appearing territorial by standing at the very edge of your stand – go further in but remain engaged: being pleasant to passers-by will at the very least leave a good brand impression.

6. Give more meaningful gifts

We’re coming to the conclusion that freebies might hinder interaction rather than promote it. Use branded goods as a parting gift rather than a ‘must have’ addition to your front desk. Stand out with something bespoke and thoughtful that offers the opportunity for engagement after the show, like an art competition aimed at attendees’ kids.

Have you got an important event or exhibition coming up? Maximise your opportunity by talking with EllisJames. Drop Si Ellis an email: simon@ellis-james.co.uk

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