Visually Speaking: How do you measure up?

First impressions may not be everything, but they have the power to determine whether communication will follow and if so, what kind of dialogue will be created. When it comes to the design of your stand, you have the power to control how that dialogue will go and measure the success of your efforts.

In this issue, we will show you how to deliver your brand message and complement the objectives you set for your company during an exhibition. To develop new leads you need to be strong in your messaging, keeping it concise, engaging and precise.

Read on as we demonstrate what kind of stand design works and most importantly, why. Understanding this will help you to measure the impact of your presence and success at exhibitions.

Two key factors measure exhibition success: brand building & positioning. From the first design sketch to the final hour on site, these elements must be accounted for when creating your presence strategy.

The Goal: The stand must reflect the brand’s core attributes and associated design elements (logo, colors, font, etc.) to create the right impact. What is the key value you’re offering your target audience and is this clear when a visitor views the stand?

Example: AMS AG develops and manufactures high-performance analog semiconductors that aim to create seamless interfaces between humans and technology. AMG AG’s strong brand direction highlights innovation, a theme that led BARZILAI’s design challenge.

The Result: A clean and striking design, inspired by elements in AMS’s strong brand identity. The intentional, minimalistic design creates a distinctly impressive and welcoming space that attracts visitors.

Onsite display helps your target audience to understand the product you are offering. You will get direct feedback from visitors depending on how the portfolio is presented. Products need to be accessible and complemented by elements of the brand’s identity (logo, fonts, colors, etc.). If visitors can’t experience your product/service, how will they be compelled to make the purchase?

The next step is to check if the stand radiates an encouraging sales environment. Is the stand inviting? How functional are the meeting rooms? Are they easily accessible, yet discrete enough?

The Approach: SodaStream’s stand design and flow took visitors on a highly-engaging and collective experience, from initial contact to the meeting areas. Several access points were created to showcase different products and innovations. Each product line conveys a different story, yet the message is consistent: a superior product that offers an ideal solution for smarter beverage consumption.