Learning from a day at a major exhibition
Stuart spent his Saturday at the Caravan, Camping and Motorhome Show at the NEC. However, probably spent more time looking at the stands than some of the contents.
The world of exhibitions certainly has changed. The need is still there, the challenges and environment are very different. However, scrimping isn’t the way forward. Even if you are taking small space, make the most of it. Not like one 3×3 shell scheme where 9 pull up banners and literature stands were rammed, but think through what your message is. Less is more as some say.
Big themes are this year’s Caravan, Camping and Motorhome Show were the presence of printed fabric in use for banners and point of sale. Yes at this show the need for built stands is less, so the construction and thought processes and probably different. However, the presence of printed fabrics, not just in hanging fabrics, stretch displays panels, dividers and feather flags, was one trend that showed the shift in trends over the last few years.
The most outstanding one surely goes to Hillside Leisure for its stunning retro-themed stand. Where styling and design can create an impact that sets the tone of your business superbly. Utilising a stand designer to create such immersive visual experiences which tie together your branding, really shows this off as a pedigree in their marketplace. Plus it set the tone for the products, in the form of wonderful motorhomes.
For every highlight, you see cardinal sins against presentation, scruffy scrim banners loosely hanging on shell schemes. Firstly, if this was your business think about first impressions, that’s why you’re at a major show! The 11-second rule applies every time – people seriously make their minds up that quickly if they want to look and talk to you.
So even if you make a basic floor plan and wall plans and think through what you have, what your messages are and be concise, it’s all about attracting people to your stand! If you have a plan and objectives getting a design professional to input is then easy as this forms the brief. Simple inputs can make a big impression, as one Foundry business we’ve been working with recently has discovered, including materials and ease of doing.
If you are serious, exploring all the options around exhibiting at events should be considered. Talking to a stand designer like Wayne at Clarke Concepts will stand you in good stead for making informed decisions about maximising your impact and return on investment.
Canny tip… If you are utilising a smaller space nothing is stopping you from using the height to grab attention. A feather flag in these situations is a great tool for the job. Perhaps it goes with the territory with outdoor businesses maximising their display assets, but they worked well indoors, with plenty seen throughout the 5 halls.
The impact of environmental awareness is slowly creeping in. Great to see show signage now on thick corrugated stock which makes it fully recyclable. However, still, there is a lot more to be done to bring better environmental standards to exhibitions. Especially as some of the build practises need to incorporate more recycling and reuse, as the commercial standards or speed and time is money dictate how things are done.
As with any marketing opportunity like this is a major investment, making sure you get it right is so important. Savvy spending is an essential start if you’re new to exhibiting at events. However, if you’re a seasoned pro, the whole “plan implement review” cycle is still so important. When was the last time you properly reviewed? Things have shifted significantly over the last few years, not just with the pandemic but with technology and trends.
Why partner with us for your exhibition presence? A rounded approach, from stand to collateral and apparel, total solutions. We work with stand designers/builders, marketers, photographers, videographers and a lot more allied trades to bring together a rounded package, which will perform.
