Catching the eye of prospective clients at an exhibition or trade show is very important if you want to make an impact and generate those all-important leads. The problem is knowing how to go about it.
Do you launch a huge one-off sale, give out countless samples, get a well-known ambassador to attend? The list goes on and on, so how do you know what the right choice is? Well, for starters, you could invest in the tools that will get your brand out there. If you don’t do that, how will people know what you represent and what you stand for? Here’s why branding is so important when it comes to different pull up banners and exhibition stands:
Create a Unifying Presence
If your stand looks like a mix of different colours, fonts, and outdated logos, visitors are going to leave feeling confused. You need to create a unified front which makes it clear to passersby who you are, and what you have to offer.
All too often businesses vastly overcomplicate this side of things and try and fit everything they can think of onto their signage. What you need to do is the opposite. Start with a blank canvas and choose the background colours that are a core part of your brand’s aesthetics. There’s no use in picking colours purely to catch the eye if they’re not in any way related to the rest of the branded materials your stand will display. This only serves to confuse things, so keep it simple and create a unifying presence throughout.
Direct Traffic Your Way
The next point is all about catching the eye. We said that we don’t want to throw out our brand colours purely to stand out from the crowd, but that doesn’t mean you shouldn’t do anything designed to entice people.
Erecting a large banner with your slogan on it that hangs above your stand is a great way to stand out. Go for something short and sweet that you know people can relate to. If you choose a long phrase with multiple subheadings, people won’t read it. Be different, be direct, and make it intriguing. This last bit is really important because you’re trying to draw people in from across the exhibition hall. If you can create a buzz from a distance, you’ll find that you have people walking past others to get to you. Ideal if you want to put the competition in the shade and start adding names to your contacts list!
Give Your Brand a Stage on Which to Shine
A lot of businesses invest in signage and banners without thinking about how they’ll fit with the stand itself. Some events will allow you to bring your own, others will have several default options that you can rent for the day. If you want to ensure that everything fits together nicely, it really is essential that you check every aspect of your stand before having anything made.
This may sound like an overly cautious step, but if you arrive to set up early in the morning and you find you don’t have enough signage to cover the stand, then it’s too late to do anything about it. Equally as bad would be arriving and finding that the whole thing looks very cluttered and too busy. This will give potential clients and customers the impression that you’re not abreast of the detail and don’t pay attention to the specifics. Exactly what you don’t want them to go away thinking about the business you have worked so hard to build.
Avoid Mixed Messages
The final thing to remember is that mixed messages confuse viewers. People will gain a lasting impression of you within the first 3 seconds of seeing your stand. This means that if your banner branding is at odds with what’s displayed on your brochure and takeaway items, they’ll probably leave them on your table and move onto someone else.
If you want to make your stand, stand out for all the right reasons, you simply cannot design your banners in isolation. Before you start, it’s advisable to get out all of your printed materials such as brochures and leaflets, and lay them out on a blank table.
Next, you will want to get the dimensions and layout of the exhibition stand itself out. This will give you an idea of the space that you have to work with. With these two factors as part of your consideration, you’ll be able to make smart choices that will help grow your business. If you are in any way at a loss for ideas, you can turn to the pros who specialize in branding and design, and they can help you attract the right crowds.
Hopefully, these hints and tips from the pros have given you some key insights into how to go about branding your banners and stands for your next conference or exhibition. Take the time to get it right, and it’ll be your business that reaps the rewards in the long run.