After seeing the good and not so good at this week’s BBC Good Food Show, we felt compelled to share 7 “deadly sins” on what makes a strong exhibition stand and how to differentiate your business from the competition.
Design, Layout, Signage, Storage, Lighting, Staff, Hygiene.
1 – Design
We have 2 examples; not so good and good!
The only thing we can really see is that they haven’t utilised the back walls
All designs that have been used are placed below the waist level, making them challenging to read, as it will be blocked by visitors.
They do have a banner that displays the product, but all information is also placed very low. They don’t use the height of the banner, for their key messaging.
This brand uses the whole space of their stand with full graphics on the back wall.
They placed logos and product shots high so everyone can see from wherever they stood.
POS and packaging are displayed around their stand
2 – Layout
Even big brands can underestimate the importance of a stand layout.
We can see 2 examples of similar brands that use their space very differntly.
Even though the branding is clear, the layout could be more complex and appealing.
They don’t use their space to display their products, POS or decorations to show what this brand offers
They focus on the display of produce to convey a clear message of what this brand is about.
The layout is excellent and allows customers to walk in the stand space, read through their signage or chat with the staff
3 – Signage
As we can see in the following 2 pictures, there is no sign of signage!
The only signage used is in front of the counters, making it almost impossible to read as it’s placed below the waist height and will be blocked from visitors.
They don’t use POS in a clear way or not at all. That makes it difficult for visitors to get interested in what they offer.
By comparison, in the next 2, we can see simple and professional signage
Using product shows and back wall graphics, placed at the right height to attract visitors,
Engaging POS signage that provides the visitor with necessary information.
4 – Storage
In the following pictures, we can see 2 examples of poor storage
Unplanned stock storage makes the stand unattractive and unprofessional.
They haven’t considered layout to display their products or to make it easy for visitors to interact.
By comparison, see the following examples:
Clear and organised layout, utilising the counter to store all their products underneath and keeping it tidy.
The layout is simple but effective, as they use all the space to promote the brand with appropriate signage and, at the same time make it easy for their staff to work, and interact with customers.
5 – Lighting
The pictures below show that even though the stand design is nice they didn’t thoughtfully plan the lighting.
They use spotlights to illuminate their stand’s interior without purpose.
This way, they create unnecessary shadows on parts of the stand that should have light to promote the products and brand better.
By comparison, the following stands use lighting in a thoughtful way:
To create ambience and a warm, welcoming atmosphere!
They use spotlights to draw attention and illuminate specific exhibits or features!
6 – Staffing
One thing many brands don’t take into consideration is that a well-staffed exhibition stand can make a big difference to the overall experience for visitors.
The following examples shows some stands with a good design overall, but with poor staffing:
Staff members are on their phones or laptop, and don’t pay attention around them to attracting visitors.
In the second picture, we see no appropriate uniform to represent the brand. It could be someone that is just visiting the stand!
By comparison, look at these next pictures:
Engaging professional staff with appropriate catering uniforms.
Costumes that reflect the heritage and values of the brand they represent.
7 – Hygiene
Last and very important, especially after the pandemic, is hygiene.
We can see in the following pictures that:
Visitors get food samples with bare hands without appropriate equipment for hygienic food sampling.
They didn’t provide sanitisers or napkins for visitors. 🤮
By comparison in the next examples:
We see the usage of appropriate equipment for visitors to try their products. Samples are placed in individual bowls with a dispensing spoon.
They also provided visitors with sanitisers, napkins and bins for recycling.