The exhibition industry is more than just beautiful structures. When, as a brand, you commit to attending a show, you must make sure your passion shines through your expo stands. Let the world know that you know who you are, that you are here to make a statement, and you know exactly how to engage with your current audience as well as draw in the interest of potential new customers.
Whaam Concepts are your Brand Engagement Architects, that means we are more than just your exhibition stand builders. We want to make sure that all of your marketing experiences speak the same language – yours. Your brand has a language made up of everything that can be seen and felt by the people who interact with it. Your brand has a message that it communicates to the world using that language and everything you do must speak that language and spread that message.
We know that custom expo stands at nationwide exhibitions and tradeshows is as good a place as any to start if you want to tell the world who you are. It is the perfect place showcase all that you are and make others in your industry stand up and take notice.
One way to cement your place as an industry leader is to be familiar with technology. This miraculous world is constantly developing and constantly integrating into everyday activities. So, it’s no surprise that the integration of technology into exhibition stands is becoming so popular. As custom stand builders we can find ways that combine your brand and your message with the technology that exists to enhance your industry, to create the perfect networking experience.
Standard practice on many expo stands is the display and distribution of information. Making use of digital displays are a way to not only show that your brand is aware of tech trends, but to also speak to those visitors who are Green conscious and are more inclined to consume information in digital form than stack up on company brochures or pamphlets. Brands able to take the digital tactic one step further could opt for complete digital signage and communication to create an augmented reality display. A subtle message to any visitors to your tradeshow booth that your brand has modern tendencies and is very comfortable with a journey into the future.
Merging the custom exhibition stand experience with digital concepts also branches off to the inclusion of social media and mobile applications as a next-level brand interaction tool. Besides utilizing social media as a means of building your following, digital documentation has become a significant factor for audience to establish trust in a brand. Live streaming is a digital documentation method that can be advantageous in eliminating that sense of FOMO for visitors unable to attend the exhibition. Talk to exhibition stand builders that you trust (like us here at Whaam Concepts) about including signage for applications such as Periscope and Facebook Live in an on-brand and aesthetically pleasing way to the design of your tradeshow stand. This will communicate to visitors that you welcome these types of interactions on your expo stands and this will associate your brand with modern digital trends in the minds of your guests.
Creating new ways of physically presenting a brand in an exhibit environment can be challenging, but by keeping an eye out for emerging exhibit design trends, the creative juices necessary to always keep your brand message relevant and intriguing will always be flowing. The direction of exhibition trends is predominantly digital and technological, and because nothing could ever completely replace the reward of witnessing raw creative ideas being constructed into reality, we will always continue to search for ways to balance full digital and material integration in exceptional ways.
Unique tradeshow stands contribute not only to an appealing stand experience, but to long lasting brand loyalty from consumers and confidence from business partners who you will network with and will trust that your brand will deliver on promises. If your brand is going to invest in attending tradeshows and exhibitions you must make the most of the opportunity and ensuring that your expo stand leaves a lasting impression plays a big role in the return on your investment.
Paying special attention to the ambience of your space can go a long way to inviting guests to your stand and keeping them there, lighting is a big factor here. Using LED programmable lightboxes is one trend working to revamp the traditional exhibit. Also consider the colour temperature of your lights. Warmer for a more familiar atmosphere, or cooler to convey that feeling of crisp focus and professionalism. Of course, the exhibition hall will be lit up, but accent lighting on your stand itself will go a long way to give your space that glow that sets you apart from the rest of the exhibitors.
For an excited potential customer or new business opportunity the pressure of approaching an expo stand can sometimes lead to awkwardness. To assist in breaking the ice why not have a dedicated activation. This will not only ensure more foot traffic, but immediately have something for the visitors and your brand ambassadors to connect over. Offer an engaging activity or competition. A photo-opportunity with hashtags and social-share options. A trivia competition or a scavenger hunt. Or even a simple cup of coffee and a pastry in branded and recyclable receptacles. Anything that shows visitors that you care and that you have put special consideration into their experience will mean that they will look at you as much more than just a company, but as a brand that they can relate to, with a message that they are happy to share and products and services that they are happy to spend their hard earned money on.
For that bold, “be seen from the other side of the room” energy you can always go with a floating bulkhead. This is an object suspended above your stand. It can be a geometric with sharp lines or make use of more creative curves. Of course, it will echo the motif of your stand using the same colours, materials and visual language. Often bulkheads will have your brand name or logo on it but there is always room to be more imaginative and include something that will pique curiosity, perhaps an element or symbol related to the activation or engagement activity that you will have running on your expo stand in order to connect on more than one level with visitors to the show and your space. Let’s not forget that some shows and venues will have restrictions on rigging and will often have rules about how high the walls of your stand can be – this will most often be due to safety concerns and we must always remember that these protocols are for our protection. The most creative solutions often come from the need to abide by seemingly restrictive instructions.
So, you know who you are, you know why you do this, your brand has a heart that can speak to and resonate with all types of consumers. You have a language particular to that heart and message and you want to use it to communicate with the world. The Whaam Concepts team of custom brand builders is where you go from there. Many brands trust us with their marketing experiences, unique spaces and structures and unconventional multi-channel brand development and management. We are the SuperTeam you need on your side to make sure great things happen.
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