5 Ways To Attract Visitors To Your Exhibition Stand


From small exhibitions to massive industry events, trade shows can be a fantastic source of new leads and exposure for your business. The more visitors to your stand space, the more opportunities you have of converting a healthy number of them into hot prospects. But when every exhibition stand is trying to do exactly the same, you need to stand out from the crowd. So how do you make sure that you create a more engaging exhibition stand that boosts visitor numbers? Here are five proven tips and tactics.

1. Video Content

Video is increasingly prevalent within our lives and has become a powerful marketing tool. Creating attractive, interactive and informative content will catch the eye of passing visitors and engaging content will help to draw them in to take a closer look and learn more about your business and its products and services. A well-made video displayed on a big screen will not only be able to communicate your messages with ease and speed but it can also be used in a scheduled event to entice delegates back to your stand at a later time.

2. Separate Meeting Spaces

Incorporating a designated meeting area into your exhibition stand tells customers that beyond the lights and technology you are ultimately there to do business. While you want the main area of the stand to attract attention, you will need a dedicated meeting space – a quieter, more comfortable, discreet area where you can hold more focussed one-to-one meetings with prospective clients. Nobody wants to negotiate important business deals in the middle of a crowd or perched on the edge of a stool, and you certainly don’t want to have to take them somewhere away from your stand.

3. Unique Stand Design

Think of your stand design as your shop front. First impressions last, so a dull or cheap-looking stand space will reflect negatively on your brand. However, with careful planning at the outset, you can ensure that every square inch of your stand has visual impact. Alternative and additional lighting options, bold creative graphics walling and panels with clear branding, and modular design to provide a fitted, finished look which is easier to customise – all these help to make you stand out from the crowd. Lastly, make sure that your stand is visible from the end of the aisle by using unique, bold design and use the height of your space so that it’s visible from the other side of the hall.

4. Interactive Technology

The use of interactive technology on exhibition stands allows you to create vibrant atmospheres and immersive and interactive exhibition stands. By offering an array of facilities such as video walls to 2D and 3D animations, touch-screen panels and iPads, you attract more attention on busy trade show floors. Triggered technology can transform an exhibition stand into an attraction. Light, sound, video and special effects can all be good attention-grabbers. While interactive touch-screen panels can quickly engage visitors by allowing them to easily understand your business and connect with your products or services. They also reduce the need for repetitive sales messaging by displaying vital information and engaging with numerous people simultaneously.

5. Striking Graphics

Taking the time to create artwork that will represent your business, be informative and appeal to passers-by is a significant aspect to your stand design. Often people simply opt for graphic design that displays their branding and a few key messages but it’s more effective to be creative and utilise different ways in presenting your brand messages and products or services. Leave the traditional approach to the larger exhibitors who can rely on the size of their stands to get them noticed. Instead, develop an eye-catching or thought-provoking theme for your stand. Remember to use the vertical space available to you. High visibility graphics will get your stand noticed from the other side of the exhibition hall

Smart man with glasses in black and whiteTom Rigby, Author

For over 20 years, Tom Rigbyhas helped businesses across the UK to find their voice and communicate their messages, in print and online, whether they want to generate sales, attract customers, inform stakeholders, educate the public or persuade them to join a cause. He is a published author and occasional contributor to a number of publications. www.tomrigby.com

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