If you were told you had 3 seconds to read something and comprehend it, you may think that’s a challenge, right? It’s a fact that us humans are less inclined to want to wait around than we used to be, say 20 to 30 years ago. We’ve changed as a species, we want more, we want it faster, and for less hassle.
This means when you’re planning your exhibition stand, the design, the story round your offering, the attraction and the capture itself, it’s essential to look at it from a visitor’s perspective, especially within a smaller space.
The key to approaching your thinking can be broken down into three ways:
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Time
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Visuals
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Position
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1. Time
On the day you have a short time to achieve your objectives so plan ahead, use your pre-event time efficiently to build a story, interest and invite people to your stand with incentives. Planning ahead will pay dividends. On the day you have to accept the 3 second rule is real, as people walk past. It’s partly visuals (point 2) that will help stop them, but activity on the day will be key here too. Use your staff and other resources well and you’ll have a productive day. Lastly, follow up all your promising leads within a few days but not straight away, you’ll have better results.
2. Visuals
Instant kerb appeal is key. People need to at least get a summarised understanding of what you’re offering in the 3 seconds as they wander past. After that, once you’re engaged in conversation, you can worry about any details. Keep it simple, one headline message, clear and high branding. Always position all your info above the waist of the stand height too, and never put the whole ‘company brochure’ on the walls either!
3. Position
If you’ve not booked it yet, try to get somewhere people will likely linger or queue for things. Near the conference or speaker areas, near the refreshments, near the loos even! Try not to end up tucked way somewhere like the far corners, but wherever you find yourself, make the most of it and mingle! Move about, get in the aisles etc. Also, being the nearest the entrance is not always the best spot, psychological tests prove that people generally turn left, some turn right, and the rest proceed straight ahead when they enter a hall.
These are just three base/generic tips for making sure you get noticed and your stand jumps. There are of course many other factors that we haven’t discussed here and all needs will differ, depending on the marketplace, the type of event and your budget. So, if you would like to discuss how Boxy can make your exhibition stand ‘jump’, even on a budget of £6-7k, please book a free 30min call or meeting with our MD here.