Having a trade fair stand that makes buyers look twice is worth its weight in sales. Trade fairs can be a sensory overload for many, so making an impact can really determine whether people are coming to and then through your stand.
We have put together our best advice for you to consider when planning your next stand.
1. Stand out from the crowd
Attract the attention of buyers with a great creative vision to elevate your space, it can take such a simple idea to change the game
Use your brand colours exclusively throughout your design
Utilise every inch of your space
Do not present too much product to increase visibility
2. Showcase your product – Using clever techniques like the 5 senses to make your space inviting and a good place to stay
Smell – If you don’t sell a fragrance, find one that compliments your offering. Noses are clever and remember scents
Touch – A tactile stand is very important. All product that feels nice or can be tried on or held up, should be easily accessible
Sound – This can be a challenge as trade halls are very noisy. It is best to stay away from playing music if possible
Taste – If you can offer wrapped lollies or snacks, this is usually appreciated. Just keep hygiene in mind and keep treats fresh
Sight – The all-important sense, let’s really nut this one out for you below
3. Visibility of Product & Branding
Your customer needs to enter the space and to see everything you have to offer and know who you are before they have entered your stand. This might mean having product flat laid on nests of tables, hanging by a wall, or in baskets on the ground, guide the eye up and around the area.
This is a great opportunity to add props and some interest. Keep your branding visible, high and easy to read. Consider rigging your brand name above your stand. By the time you have entered the stand, you know where you are and where to start shopping. Ticketing is also a clever way to reinforce your brand and communicate information to your customer.
Lovely handmade signs, custom fonts and brand colours add a personal touch and always get attention.
4. Customer Service
We attended some recent trade fairs, as shoppers for props and to visit some clients. But we also like to see what all the brands are doing and see what is working well, and we can’t get past great customer service.
Trade fairs can be tiring for buyers and vendors, with long hours and heart and soul put into purchasing and selling well. If you can’t be at your stand to talk about your story and your product, you must find people that can do this with passion on your behalf.
My colleague Sarah and I really enjoy talking to stand holders and hearing their stories, Many took the time and it made all the difference. Often this was the smaller brands with less floor space, who stood out the most in this area. Tell your story, give your opinion, connect and break the circuit to hold the customer and translate to sales.
Staying fresh and keeping the buyers interested is not easy, but if you focus on creating ‘moments’ within your stand, it will shine amongst all the noise.
By Gemma Ostroburski – Founder of TalkShop Retail.