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Five reasons why exhibition stands fail


Five reasons why exhibition stands fail   

Nobody likes to fail at anything in life, but unfortunately, it happens to the best of us.

However, it can be avoided, or the impact at least minimised, with a little foresight and attention.

That’s how it goes in the world of exhibitions anyway. Some exhibitions stands fly and others inevitably fail.

We want you to be in the first camp and have listed some of the main reasons why exhibition stands can go wrong, so that you don’t make the same mistakes:

REASON #1: Bog standard design

Exhibition stands that stop you in your tracks don’t happen by chance and, nine times out of ten, they’re achieved because of their amazing design.

If you put minimum effort into your overall design, then you’ll most likely get minimum interest in it. Make sure your stand looks professional and your design is bold and eye-catching (without bordering on being garish). Ask yourself, ‘Would the design grab my attention for all of the right reasons?’ And make sure you’re honest with yourself about the answer.

REASON #2: Poor layout

More often than not, stand areas involve restricted space, which is why it’s incredibly important that you maximise every single square inch of them.

It’s also vital that you think about the visitor journey too. Is everything laid out clearly for people to see and access? Are your staff easy to get to or are they squeezed in a corner out of the way? Space-permitting you may even want to consider creating dedicated zones, such as a private area for one-to-one discussions with prospects, as well as an area where you can hold talks or demos.


REASON #3: Disappointing visitor experience

Your stand layout isn’t the only thing that can influence visitor experience, your stand interaction has an important to play too.

Engaging digital displays, interactive technology, clever lighting and thought-provoking demonstrations can all contribute to people walking away and thinking ‘wow’ rather than forgetting about your brand and offering the second they’ve left your stand. You want to make a lasting impression for all of the right reasons and there’s no reason why you shouldn’t if you’ve avoided the three points we’ve covered so far.

REASON #4: Wrong exhibition

We know, we know, it’s a really obvious point that surely businesses don’t get wrong?! Unfortunately, they do. But having read this point, we’re hoping you now won’t be one of them.

Your exhibition stand may be amazing, but if you’ve automatically signed up to an exhibition because your competitors are there, it doesn’t mean it’s going to necessarily pay off for you. The event needs to be 100% the right fit for your business and guarantee you (not your competitors) plenty of leads.

Do your research before you sign up to anything and find out who typically attends. It shouldn’t take you long and could save you valuable time and money in the process.

REASON #5: Poor marketing literature

While your exhibition literature doesn’t physically form part of your exhibition stand, it is an important element of it. Make sure your marketing collateral, whether it’s a simple A5 postcard or glossy ten-page brochure, looks professional, is on brand and contains clear messages.

It’s also incredibly important people know how to get in touch with you and ultimately, have another positive reason to remember you.

We hope you don’t get caught out by these common failures now that we’ve shared them with you. If you have any questions about them or would like our help with making sure you successfully avoid them, contact us on 0113 2897733 or mail@sharmanshaw.co.uk.

Five reasons why exhibition stands fail