How to Exhibit Professionally

Y. K. Loo

Abstract: You may waste valuable resources by exhib-

iting ineffectively at trade shows/fairs. Distilled from
many years of dealing with exhibitions, this article con-
tains pragmatic ideas on stands (location, layout design,
messages etc.) and ways to attract visitors to ones stand.
Having quality and well-trained stand personnel is im-
portant to exhibiting successfully. Hence, there is de-
tailed advice on how personnel should look and behave;
thus ensuring that your stand projects professionalism
and helps achieve good results.

Keywords: exhibit, exhibition, trade fair, trade show,

sales, marketing, exhibitor, stand design, selling, dis-
play, product launch.

Introduction
Exhibiting at shows, especially trade shows/fairs can still
be an important element in most sales and marketing
strategies. It can be a relatively expensive undertaking if
it fails to secure sufficient benefits, ultimately. Managed
properly, it is a cost-effective way to acquire hot leads,
reward/nurture customers, gather market information,
boost brand/profile, launch products etc.
Despite the omnipresent use of social media tools,
Y. K. Loo, Founder of K-L ASSOCIATES, organizations are known to splash out $0000s on their
As a chartered engineer, with an
MBA from London Business School,
exhibition stands but can still somehow underachieve
Kwan Loo has 40+ years experience, their desired objectives.
including advising varied organizations Based on 30+ years of attending exhibitions and mak-
and mentoring their management on ing evaluative observations at many trade shows, this
motivating leadership, competitive
article sets out to help you minimize most of the errors
strategies, change management,
sales growth, minimizing wastes commonly encountered.
in processes/operations, and By diligently following the succinct tips in this article,
performance. Providing invaluable your stand should do good justice to your investment
insights into complex situations and without having to break your bank!
customized solutions using proven
techniques are his specialties.
NB: This article is set out under various headings, which
e-mail: [email protected] are not arranged in any order of importance. Hence, you
may pick a specific topic that you consider most r elevant
to you.

Expert Insights 1
 How to Exhibit Professionally

Stand Location flow. Any sort of undesirable/obstructive

The aim should be to maximize aisle expo- barriers, physical or unwelcome psycho-
sure, i.e., the stand should be highly visible logical ones, should be absent.
to visitors coming from all directions. Obvi- A good stand should provide a comfort-
ously, there might be a trade-off between able seating area with sofas or chairs, and
the location and cost, as the more centrally accessible tables whereby visitors can relax
located stands with greater traffic flow and chat freely. If space permits, a sort of
would tend to cost more. There is a choice inner sanctum or area set aside for confi-
of an island (one isolated main/big fea- dential chat can be useful, especially for
ture) design or a cluster of mini stands with special customers and visitors.
interspaces. The physical size and detailed For additional impact, a mezzanine or
design aspects required should be consid- second deck will help to make the stand
ered. Its best to avoid the dead ends of look more imposing and impressive. Typi-
gangways, gloomy, remote and poorly lit cally, this is often reserved for special, seri-
areas but should aim to be near the main ous discussions between senior people.
attractions and be next to direct com-
petitors. Good traffic flow to ones stand is Key Design Features (Hospitality/
critical and ideally with easy access from Products/Literature/Decoration)
all directions. It is normally advantageous To help attract attention and also as a fo-
to be located at corners or be amongst cal point, a reception counter or main
the first few on the right-hand or left-hand desk can help provide useful informa-
side of the main entrance (where visitor fa- tion. It should always be manned and de-
tigue should be at its minimum). signed at the right height and comfort for
the receptionist(s). However, it should ap-
Stand Details (Spatial pear welcoming and approachable to vis-
Consideration) itors. This will be the ideal spot to keep
In most shows, the exhibitor is constrained business cards of stand personnel, a cash
by floor area dimensions, thus limiting the machine, some literature and where other
size of a stand. Typically, there is also a packing materials, bags etc. can be neatly
maximum height constraint apart from the stored.
defined floor area. Otherwise a very large If appropriate for the show, at least mini-
stand might be too costly or can appear in- mal hospitality should be offered. This may
timidating to some visitors. Also, an overly be a bar-type affair offering various drinks
large stand can look sparse or forbidding and possibly limited and simple finger
if it is only manned by a few people and food for selected visitors. At the very least,
displays. bottled/filtered water should be made avail-
A stand should appear special and stand able as visiting shows can be thirsty work
out visually from nearby stands, especially and its a welcome relief. However, one
ones competitors. Is it feasible to incor- should consider the relevance and afford-
porate a really special feature, i.e., items ability, and definitely offering cheapish
displayed, the messages, lighting (LEDs), rubbish should be avoided. It is common
directional sound effects, its maximum practice to offer quality confectionery,
height, colors, textures etc.? such as branded mints or chocolate on dis-
As space costs money, it should be wisely play for visitors to pick. However, some
used to allow easy movement for people, snacks or simple finger-type food might be
with adequate room for visitors without justifiably provided at meal times. Overall,
feeling cramped for free space. The entry these offerings aim to soften the hard sell
and exit from the stand should be made element, which is sometimes seen in ac-
easy or welcoming in relation to the traffic tion on some stands.

2 Expert Insights
 How to Exhibit Professionally

A stand will look naked without any behind screens/displays/signage or prefer-

product display. Selected products should ably be stored invisibly in a cupboard.
be available and good efforts used to high- If a product demo is used to captivate
light their distinctive features. Ideally, the visitors, it should be professional and look
visitor can handle or examine them too. credible. Keep it short and interesting; sell
Actual samples (especially edible food for the sizzle, not the steak! It is about en-
tasting) or realistic and affordable repli- tertaining and convincing the captive au-
cas can be useful for post-show marketing. dience, ideally, located near the aisle for
Show only specials, such as discounts, do easy access with enough space to do so. Its
attract additional interest and can generate about demonstrating the benefits and high-
welcome levels of sales. lighting the features.
It is now common to use leading-edge If allowed to, visually attractive banners
technology to boost the story and add to the should tower way above the main stand
visitors experience. Ideally all the senses, structure to enable that the stand is visible
especially visual and auditory, should be from as far a distance as possible. But some
used to good advantage. Hence, holograms, shows might impose a maximum height re-
talking heads, laptops, screens, HD video striction. The fearless few might even hang
walls, lit floors, lasers, and noise generat- banners from the roof.
ing models are often used. An interactive Good lighting can make a big difference
(including touch) element will help in- to a stands visual image. An acceptable fig-
crease the visitors participation and posi- ure of approximately 150 watts per meter is
tive experience. often used as the standard so that it is not
Most serious visitors like to collect product/ overly bright or dim. One can have flood-
service leaflets to be read at leisure after- lights or focused lighting on certain prod-
wards. Hence, quality brochures or leaflets ucts or messages. The lighting should be
should be made available. Demanding a effective and attractive to a visitor. But take
business card in exchange for information note of any strong natural daylight that
or a freebie may well be frowned upon. might flood the stand, thereby ruining any
Sometimes, a specially designed, attractive effective artificial lighting.
and relevant leaflet for the show (i.e. for a To aid recording of visitors information,
new product launch) can be useful. Ideally, a well-designed and professional looking
these should be neatly displayed in several lead form should be used. It should hold
literature racks, which are accessible. To go sufficient basic information on the visitors
one step further, press packs with special intentions, contact details, degree of buying
photos, press releases, and special infor- influence, main interests, future actions
mation will help add to the pre-show pub- needed, appointments, etc. N owadays, de-
licity. Special invitations should be sent tails may be entered on a tablet or business
out to targeted visitors well in advance of cards photographed to be stored instead for
the show. future access.
To add color and interest, good quality Many stands use carpets or flooring mate-
plants can be used. They can offer addi- rials that are similar to the gangway. Ideally,
tional warmth/color to a stand and can help ones floor should use good quality carpets
to soften any sharp corners (bad feng shui). that feel good under the feet and should
Worn-out or faded fake flowers and wilted match, not clashing with the overall design
real ones should not be used as these could of the stand. Clean looking, well-fitted and
project a poor quality image. printed with a nice corporate logo or message
If there are extra items, such as litera- will make a positive difference. The company
ture, coats, personal items, drinks etc., logo should be displayed too at several spots
they should be kept neatly away from view of the stand to help sublimely remind.

Expert Insights 3