subject: Substance Over Style - When Less Is More! [print this page] Have you ever displayed at a trade show where a number of well known, established companies were attending? You know the type; the ones with the lavish, expensive exhibition displays that look like they cost as much as the national annual wage. Those ones. Well I'll let you into a little secret... those big, blinged up exhibition stands aren't doing them as many favours as you may think. Have you ever felt intimidated or daunted by them? Well imagine how the average trade show visitor feels! A lot of the time, the huge size and immense physical presence of a multi-tiered, custom made, all singing, all dancing display is enough to make you run for cover rather than approach it. There is such a thing as going overboard.
Here's the situation. I know my judgment is a bit (if not totally) one-sided, but I genuinely believe that the smaller, more personal stands are more likely to persuade visitors at trade shows to purchase your goods, services or whatever you offer. It's not only the display at a trade show that sells a business, but the customer service at the display itself. Now here's my hypothesis - a more compact display stand i.e. something that is easily transportable and doesn't require someone with a masters in engineering to put it together, will be more approachable and make personal interaction more relaxed.
A common layout for a small to medium scale, portable exhibition display could cost you a portion of the cost of a huge, one use custom build. The large, brand name companies obviously have massive financial pools to put into a display with the aim that they will recoup that cost and make a profit. If they don't succeed, they certainly won't go out of business because of one failed event. A smaller company however needs to be money conscious while designing something practical, striking, informative and personal. A pop up stand with a couple of banner displays with some added chairs will allow for a relaxed, intimate chat with prospective customers to get across the benefits of dealing with your company and exactly what you can provide them. Small units for storage and literature displays can also be employed to keep product samples or provide information that exhibition visitors can take away with them. An audio visual display such as a display screen can also be added without breaking the bank or losing the interactive advantages of a small scale display stand. Counters or pc desks are handy for taking orders and arranging details.
When all is said and done, the exhibition displays at a trade show are there to get attention for your company while providing details on what you supply and what you can offer. A well made, smaller scale stand can do this also, if not more effectively than a giant, budget hungry behemoth of a stand. The ultimate decision as to whether a customer wants to deal with your company or not will ultimately be down to you so keep this in mind when your next trade show opportunity arrives and you need to order your display equipment.
