Operating Onsite
Engagement
and experience
Nigel Jones, sales director at Red
Blizzard, looks at some of the latest
trends in exhibition stand design
S
“Technology
is being
incorporated
into exhibition
stands now in
ways that we
have never seen
before”
36 — August
etting goals, measuring success and
understanding the target audience are
becoming increasingly important for exhibitors.
Whether they’re looking for lead generation,
launching a product, reconnecting with clients
or raising brand awareness, a key element is the
stand design.
It’s important to remember that you can no
longer differentiate between trade and consumer
shows – every visitor ultimately is a consumer in
today’s marketplace and we have to make it worth
their while to attend.
This is where engagement plays a major role.
Technology is being incorporated into
exhibition stands now in ways that we have
never seen before. Interactive apps tailored to
shows, facial recognition hardware, robots, 3D
printing and mixed reality, where by pointing
your phone at a product on the stand it becomes
an immersive experience, to name but a few.
These are fantastic ways for exhibitors to engage
their audience and become the talking point of
the show.
No doubt though the biggest change in the last
few years has been the growth in social media
– this really has become a game changer. Social
media sites are easy to set up, inexpensive to run
and when used properly can have an immediate
impact on an exhibitor’s business. They can be
used throughout the year to let their followers
know what shows they will be attending, up to
the hall and stand number. They can even provide
updates regarding the stand design itself.
During the show, live feeds are a fantastic
way of involving people who could not make the
event and also an excellent way of attracting new
customers and a buzz at the show. Social media is
also a great tool for organisers to get immediate
content out there before, during and after the
show. We are seeing more and more companies
setting up social media departments to utilise its
power and this is something that will become the
norm in the years to come.
Finishes and colour are also playing a far more
prominent role in shows today – gone are the
days when 80 per cent of the stands at an event
were blue and white! A lot of companies are now
prepared to introduce bright tones, a variety of
finishes from natural, wood, stone, concrete or
even grass to bring an element of fun or a more
sophisticated look and feel. Digital fabric print
also now allows us to produce large scale graphics
with a seamless finish.
LED lighting and tiles have also had an amazing
impact on the exhibition industry – we can now
offer more subtle lighting effects and dramatically
reduced the cost of light boxes, down-lighting and
rigging plus LED tiles allow for huge video walls
at a fraction of the cost. Also gone are the days
of exhibitors standing under very hot halogen
lights all day slowly melting away! Furniture is
very design-led; Eames chairs are very on-trend
this season and can bring a touch of class to any
stand, but there are also a lot of designer pieces
now available for hire which is refreshing.
It is important for exhibitors to understand
what they are looking to achieve from the stand
before they choose their seating. If meetings are
likely to be short, they shouldn’t make the seating
too comfortable – it is easier to get somebody
onto a stand than off again!
The main objective is getting the balance right
and the stand to work for exhibitors and their
brands. As always, avoid style over substance.