T H E B A C K PA G E
LET THEM FLOCK TO YOUR STAND Hear ye, hear ye! Miss Xzibit shares five ways to attract people to your stand.
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Illustration: Nicolene Louw
GET TO THE POINT Customers know what they want and often don’t have much time to spend browsing stands. Provide a clear indication of what product or service you are offering in order to optimise stand efficacy. You can do this by making marketing material clearly visible and available on the stand. Be sure to have product samples on display as this will evoke interest and give stand staff the opportunity to promote the product.
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DESIGN A SEDUCTIVE STAND
ENGAGE AND INTERACT
MAKE USE OF TECHNOLOGY
The stand’s structure should be open and accommodating, creating room for easy traffic flow and interaction. Make your stand alluring to the customer by creating height and using lighting to enhance features on the stand. Add to aesthetic appeal by using colour, motion and bold graphics as well as incorporating international trends such as using unfinished timber.
Add as many interactive components as possible to the stand. You can do this by offering refreshments, having branded and innovative giveaways or running quick and easy industryrelated competitions. Other ways to promote interaction is to provide customers with an area in which they can comfortably sit and relax or charge their mobile phones while being informed about your product or service.
Appeal to all five senses and give customers a comprehensive experience by incorporating leading technological elements on an stand. Making use of touchscreens, iPads, flexible LED screens that wrap around corners, and audiovisual displays in a strategic manner will encourage more people to visit a stand. Do not neglect mobile phones and make a mobile show application available to facilitate easy interaction between visitors and exhibitors.
SELECT EXCEPTIONAL STAND STAFF Ensure that they are well informed, motivated and presentable. They should be approachable and able to draw customers in. Stray away from the norm of promotional staff in plain clothes and make an exhibition stand interesting by adding innovative and unique aspects to your brand. Dress staff in clothes that will make visitors curious and want to enquire about the product.
INDEX TO ADVERTISERS AAXO Barmotion Compex CTICC EFAM Exhibitions
36 • THE EXHIBITION PLANNER 2017
24 22-23 2 IBC 30
GL events Goscor Access Rental Inspire Furniture Rental & Sales Johannesburg Expo Centre Khoja Group
5 31 OBC IFC , 25 4
Reed Exhibitions Resource Design Sandton Convention Centre Scan Display Specialised Exhibitions Montgomery
8-9, 35 20-21 10-11 12-13 OFC, 28
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