Investing in a stand at a trade show represents a considerable expense in terms of money and human resources. That's why you need to do everything you can to stand out and to reach the objectives set, if any. So, what do you need to do to be outstanding at your next trade show?
Before beginning work on your stand project, you need to set your objectives:
- in number of visits;
- in number of contacts collected;
- in quality of contacts met;
- in appointments made;
- in number of contracts signed, where applicable.
It is absolutely essential to set objectives in order to be able to measure the value and quality of the event, so that you can build a reference database that you can use year by year. Bearing in mind that one year will yield the highest number of contacts (top of mind), while another year will take the prize for highest number of appointments made (business).
So how exactly do you stand out from the crowd at a trade show?
Never rest on your laurels!
Did your stand surprise people last year? Will it do the same this year? That's uncertain, because you can't surprise people with the same thing twice. If you invested so much money that you can't afford to create another structure, keep the base, change a few architectural elements, modify the design and create different events.
Don't be tempted to copy or even plagiarise somebody else's ideas! Set a benchmark, check out what the competition are doing and do something different
You or your CEO notice that a competitor's stand is blowing people away, or you spot another stand at another trade show and in another sector that you really like...whatever you do, don't copy it. The priorities are your objective, your clients and your identity. It's best not to add photos to your specifications, so you can give free rein to your creators/designers.
Set your objectives!
- To find prospects
- To speak to clients and make them feel valued
- To show your entire product range
- To present and launch a revolutionary new product
- To set out your expectations: number of visits, contacts, appointments, etc.
Design a project in line with your objectives
- Choose the right size of stand (an 18 m2 stand is no good if you're planning to host 50 clients at the same time)
- Define the style: fully loaded (range) or minimalist (product launch)
- Define how people will use the stand: standing, sitting, both, interactive, in presentation mode...
- Decide whether you need some form of entertainment/event (live musicians, cookery demonstration, product demo...but also actual "personalised" creations to create a buzz.
- Use technology intelligently (big LED screen, 3D projection, tablets, holograms...)
- Think "Lighting" (lighting is often overlooked, but it makes the stand more attractive. For example, at Les Absolute we use light boxes to highlight corporate visuals...)
In conclusion
Here are a few examples of events and stand structures that made our clients stand out from the crowd:
- An original stand for the Bordeaux VINEXPO international wines and spirits trade show, designed to promote the welcoming of visitors and meeting spaces whilst retaining the warm vibe that represents the company's values.
- Creation of a mini artistic show that lasted a few minutes, to animate the stand for FANUC ROBOTICS, the world leader in the industrial robotics sector. An original design developed in collaboration with the brand to produce an exceptional show that ran every hour throughout the Salon de l'Industrie 2016!
- Culinary event in the presence of the famous Michelin-starred chef François Adamski to create a buzz on the stand, with live video footage on big screens to increase impact!
- Original stand design for POMONA with the use of aluminium light boxes to enhance the brand's products. Design of a modular mobile space that can be used at several shows.
- Amazing scenography on the ANDROS stand to attract visitors at the 2016 Salon de l'Auto (where everybody's trying to outdo everybody else!) with a stage set featuring a vehicle from the Trophée Andros attached to the wall for photo-calls with Franck Lagorce, the brand's official driver. Total impact guaranteed!
- Custom creation of furniture for NESPRESSO to display the brand's different machines. Just one watchword: be irreproachable! What else...?
A few examples of stands:
