Brand experience: Crucial importance in an exhibition stand design

Brand experience: Crucial importance in an exhibition stand design


A lot of times an original exhibition design loses ground and connection with its audience. Instead, something we were all familiar with can break new ground. With regard to the exhibition stand design, we notice “brand stands” increasingly switch to “brand experience”. The exhibitions stand design nowadays is modular and flexible, taking focus away from grandiose look to functional, practical look. The exhibition shows after all are for its visitors, all about acquiring knowledge and networking.

A brand experience of crucial importance in an exhibitions stand’s design

Brand experience is of crucial importance in the stand’s design. Especially if you start designing for a younger generation between the age of 16-34. To them, experiences are much more important than the product itself. Why do some brands have strong brand exposition that appeals to one’s experience, while other brands don’t arouse any feeling? Brand experience makes this difference. After all, a shared, familiar experience has proven to be quite useful at getting users to be comfortable and ambivalent to a brand.

While investing in an exhibition branding, you should understand the importance it holds for the overall success of your business. It helps in building strong business networks as well as attracts prospects. Therefore, working on your displays is an essential aspect of the presentation. Although working on your brand exhibition stand you need to make sure your stand design works for you too which means your stand needs to invite people and spark an interest about your brand and make them take notice about the promotional offers. Your exhibition stand should be able to explain what your business is all about to those who are passing by.

Modularity and flexibility are the latest trends

Modern marketers always wish to create a good exhibition brand appearance matching the specific exhibition and target group. They, however, don’t want to buy an expo stand or system again and again. Flexibility and re-usability is the latest trend, becoming logical choices for marketers, companies, and small scale exhibitors at exhibition shows.

Buying or renting a modular exhibition stand is the solution. A modular stand can be used for open days, information evenings, business days or other events as well. Stands or presentation walls can be extended as desired. You can easily convert your presentation wall into complete stands. Modular exhibition stand design consists of easy to fit modules which can be connected infinitely and can be composed in all kinds of shapes.

Reusable and modular stand design types will save you a lot of money, preparation, and planning time. Furthermore, modular stand solutions are eco-friendly and sustainable as you can reuse them hundreds of times.

Here you can check out some of the reusable, eco-friendly exhibition stand designs in Europe.

Sharing is the new selling

A company which can’t share knowledge with his visitor won’t get something in return. Sharing is the new selling it facilitates the narrative of your brand exposition. It’s the end of the traditional sales talk. By sharing knowledge and expertise with your visitor, you will claim authority, and the products you offer will become more reliable and qualitative.

Organise a “mini-seminar” to present your expertise and establish your credibility

Incorporate into your stand design a small ‘room’ and arrange a speaker for a short presentation (max. 15 minutes) about any topic that is relevant to your industry. Plan it at regular intervals and announce it through Twitter or any other popular social media outlet. Just be sure it’s the one that has the most attendees frequently log in on, there is no point posting on an exhibition show’s LinkedIn page if most of the activity is happening on their twitter page. By offering limited seats, you will attract a lot of curious people who want to join. Online knowledge sharing has many avenues such as blogs, whitepapers, and e-books.

Networking space

If you spent enough time researching exhibition shows or look up the statistical research done by specific exhibition organisers, it mentions three important reasons to visit an exhibition:




Knowledge and innovation in stand design are usually well-facilitated on most exhibitions by hiring a reliable exhibition stand designer. Knowledge and innovation do not mean you need to re-invent the wheel. You can inspire yourself and acquire ideas by looking towards exhibition design by brands that have pulled large footfalls in previous exhibition shows. See what worked for them and try to figure out if you can implement the same for your brand.

But networking has to take place in the hallways. Both organisers as exhibitors will have to anticipate meeting and networking during exhibitions better. Social media tools have made it easier to analyse and target the right audience and create a buzz to market stand design.

Organise a Tweetup to create buzz

Exhibition branding with the help of social media is a cost-effective way to generate more footfalls on the trade floor. Invite visitors through Twitter for a physical meeting. Of course the meeting point of this Tweetup will be your exhibition stand design or product or brand. To truly benefit from it you need to include your existing customers, since they will act as social proof for your company, enabling potential attendees to take the next step and conduct business with you.

Exhibitions and events won’t disappear

Even in this age of rapid and quick globalised communication. Exhibitions and events will never disappear. Since the need for a live face-to-face meeting will always remain. After all, an impersonal email can never match the trust a face-to-face conversation creates. Just like the need to experience brands and products. The rise of new media will create additional new chances of crafting creative ways to engage attendees with the exhibition stand in experience. Good anticipation will turn your next event even into a more significant success. With tablets, apps and other tools, a visit to an exhibition could become more effective and efficient for both visitor and exhibitor.



Give away a valuable freebie like a Free Wi-Fi connection

Good cell reception is a problem in most events and exhibitions. Also, nobody is going to turn down a valuable freebie such as free charging ports or Wi-Fi connections. A smart exhibitor allows a free Wi-Fi connection, on one condition: The visitor has to give something in return, like for example his contact data.

Remember once the attendee leaves your stand, then there is a high possibility that they might forget about your brand and presentation. Offering giveaways so that they take away something from your stand with them is a great way for boosting brand recall. You can look out for unique giveaways such as tote bags, pop sockets, and pen drive, etc. which are useful in their day-to-day life.

Have an interactive product demonstration

Let your audience explore your product with you. Product demonstrations offer a clear benefit to your exhibition stall branding. Have follow-along product demonstrations for visitors at your exhibition stand. The benefits of these demonstrations is a clear fact, by acting it out your visitors are more likely to remember your brand. But other than the obvious benefit of customer engagement, it should also be noted that interactive product demos are great for gathering crowds, especially if they have rewards planned for the participants.

Choose a local exhibition stand designer

An exhibition stand designer will help to put together a creative team to provide you with the best design possible which also includes the graphics. Your exhibition stall branding design should also comprise the booth elements which need to be placed. An experienced designer understands the importance of exhibition and display, and that is why it makes the best use of design elements to create an impact on the audience. Use clever themes that help visitors to interact with your booth and thus engage them in your brand. It is a fun way which is followed by several exhibitors to get noticed at an exhibition.

The execution and delivery of your exhibition design are as important as your exhibition design ideas. To ensure that happens, you need to hire a stand designer that has a local presence in the region you are exhibiting in; this is important for two reasons. First is removes any culture gap that may arise in your exhibition design. After all, different cultures have different connotations to the same designs. White in western cultures is associated with purity, but in some eastern cultures, it is associated with death. If you want a more macroscopic case take the color yellow, in Germany, it’s more likely to be associated to envy, while in other western regions it is more prominently associated with warmth and hospitality. The second reason is mobility; hiring a local exhibition stand designer will ensure that you are stand design is not stuck during customs and shipping, which will reduce your transport worries considerably.

About Expo Display Service:-

Expo Display Service has over 3 decades of experience in exhibition stand designing and construction, making it your most reliable exhibition partner in Europe. Started in 1979, we have crafted well over 900+ stand designs for both our European and international clients.

We have the largest online catalog on exhibition stand designs! With just 3 clicks on our, Expo Stand Configurator get your perfect match!




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