Taking space at an exhibition or show could not be simpler. Decide how much floor area you want (or can afford), create a stand and staff it. Then sit back and watch the leads and sales flood in. It sounds easy, doesn’t it?

Of course, there is much more to it than that. Take creating a show stand, for example. There are two key variables that you need to consider before you proceed - budget and durability.

The amount you can afford to spend will determine (a) the stand size and (b) how it looks.

Your stand must be attention-grabbing; the average show visitor will only give yours a few seconds’ viewing before deciding whether to move on to the next stand. Impact and clarity of information are therefore crucial factors.

If you have the budget for it, multimedia displays are a great way of getting attention as most people can not resist movement and sound. A video of your product in use will make show attendees stop and look as will a presentation using a laptop and a projection screen. Make your presentation available on CD or DVD and you can give it to prospects as an additional way of promoting your business.

Ensure that people can see what you are selling. Use display panels that are easy to read with logos and images that are clearly visible. Don’t cover your panels with lots of small print. And remember to keep text at a height where people can read it (nothing below hip level or above eye level (average eye level is 150cm from the ground).

Good use of color will

As well as your stand’s display panels, you also need to consider your marketing collateral, i.e. brochures, fact sheets, business cards and even the name badges that you or your staff will wear. A great looking stand will not impress your prospects if your marketing materials look poor.

Your budget is also a determining factor in your stand’s durability. When planning your stand consider how many other exhibitions or shows you will be attending over the coming months. This will help you to decide whether to opt for portable modular display materials or a stand purpose-designed for a particular show. If you are a small business, then you will probably want display panels that you can re-use.

Digital printing means that display panels can now be printed in a variety of sizes and on a range of materials. Everything from posters to retractable banners and pop-up displays can now be produced quickly and easily.

Talk to your graphic designer or agency, who will be able to suggest the most cost effective way to get your message across to prospects and customers at your next exhibition or show.

It is now possible for a small business to make an impact at a show or exhibition without breaking the budget. All it takes is a little careful planning.

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Chris Smith is involved with Mano Design (http://www.mano-design.com) - a Vancouver design and marketing agency. © Chris Smith, 2005