How to Create Your Exhibition Effective

There is so much buzz about promoting products and services at events, and that presents both a challenge and an opportunity to advertisers. In marketing, going with the flow is regarded as a good idea. However, there is an overwhelming competition for attention there. What you can do is complement and intensify your presence efforts through event marketing.

Participation in a trade show forms part of the above outlined marketing approach. There is still competition in such an event, but at least you do not have to deal with thousands or even millions of competing companies. To make certain your high visible exhibition stand rises above the rest, you can implement the following ideas.

Select Layout Wisely

Stand designs is usually classified into five namely peninsula, head, corner, walk through and row. A peninsula stand is open in all areas while a head stand includes a backdrop in one side but is open in three sides. Corner and walk through stands have two open sides and two walled sides. In a corner stand, two walls are adjoined together, forming a corner. In a walk through stand, the two walls are set up across each other, providing a pathway. A row stand has only one open side.
When selecting from the layouts, it is important to consider the location of and area surrounding your booth. For booths with spacious surrounds, a peninsula stand is the most ideal option. A row stand provides privateers and exclusivity, which can be handy if there are booths beside and behind yours. A corner stand works well if your booth is on a corner or alongside a structure. You can also make use of a double decker stand if your organizers and the venue allow. With this, you can mix and match different stand layouts.

Improve Your Booth

One of the most efficient ways to outshine your competitors is to keep your high visible exhibition stand is well lit. You do not would like your exhibition to stand to be treated as a shadow or backdrop of other stands, do you? Instead of opting for standard cold lighting, ask your stand provider to use worm lights or modern Led lighting. Aside from lighting systems, another way of brightening up your stand is displaying LED screens. These do not only lighten up your stand they can also be means to feature your video ads, instructional videos, and customer testimonials.

Is your company recognizable in different distances? This is a question you should ask your stand provider. Whether you utilize blocks of letters, overhead banners, or moving graphics display, make sure everything is bold. This way, your brand name and tagline can be viewed by event goers even from afar.


Global brand names and international acting businesses have their stands tailor made to match their unique characteristics and colors. Some resemble their products shapes. If you cannot afford such sophisticated customization, you can focus on having mote simple structures using wallpaper artworks and renting LED screens instead. These components should prominently present your brand name, logo, taglines and other promotional messages. Having customized furniture that complements your brand colors can also help.

Developing the most attractive booth takes some time, effort and budgeted company funds, but the results can pay off rather quickly. Customers need to get the feeling that your company has something exclusive to offer.

Franco Stera is Executive Marketing Director at Marketing and Creative Services Activteam onsite support, assist across exhibitions, exhibitors brand and exhibition marketing targets.