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7 Deadly Sins for Exhibition Stands at the BBC Good Food Show 2022

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!

Poor Design at the BBC Good Food Show

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

Good Design at the BBC Good Food Show

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.

Poor Layout at the BBC Good Food Show

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

Good Layout at the BBC Good Food Show

3 – Signage

As we can see in the following 2 pictures, there is no sign of signage!

Poor Signange at the BBC Good Food Show
Poor Signange at the BBC Good Food Show

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

Good Signange at the BBC Good Food Show
Good Signage at the BBC Good Food Show

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

Poor Storage at the BBC Good Food Show
Poor Storage at the BBC Good Food Show

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:

Good Storage at the BBC Good Food Show
Good Storage at the BBC Good Food Show

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.

Poor Lighting at the BBC Good Food Show
Poor Lighting at the BBC Good Food Show

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:

Good Lighting at the BBC Good Food Show
Good Lighting at the BBC Good Food Show
Good Lighting at the BBC Good Food Show

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:

Poor Staffing at the BBC Good Food Show
Poor Staffing at the BBC Good Food Show
Poor Staffing at the BBC Good Food Show

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:

Good Staffing at the BBC Good Food Show
22 - Good Staffing at the BBC Good Food Show
23 - Good Staffing at the BBC Good Food Show

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:

Poor Hygiene at the BBC Good Food Show
Poor Hygiene at the BBC Good Food Show
Poor Hygiene at the BBC Good Food Show

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:

Good Hygiene at the BBC Good Food Show
Good Hygiene at the BBC Good Food Show
Good Hygiene at the BBC Good Food Show

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.

We hope you found this guide full of insightful tips!

For more ideas check out these links:

Or

for expert guidance on how to bring your brand to life!

Link Communication
Link Communications Awarded a Bronze in The Most Effective Retail Sales Experience for 2022

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