Making a stand: The process behind creating an exhibition stand that works.

The? B2B Marketing Expo UK ?opens its doors four weeks today and, as experienced stand builders, Smart Display is ahead of the game when it comes to creating a stand of its very own. During the two-day event, our stand will become our trading premises; the shop window into our business and the platform from which we market our brand and network with potential clients looking to partner with a stand builder of their own.

But long before the structure is installed ready for business, the process of designing, managing and installing a stand runs far deeper than the fascias and soffits that customers see on site. As we count down the weeks until our stand goes live, this four-part series examines the process that goes into creating a stand build that maximises the potential of a trade exhibition.

This week, we talk to sales manager Ben Rose about the briefing process, and how our concept for our stand at the B2B Marketing Expo became a tangible design proposal.

What do you want to say?

“It sounds so obvious, but the essence of a good exhibition stand is rooted in your company identity. So, when we take a brief from a client, we ask them to take an outsider’s view of their business and strip everything down to their key elements so that we can focus on the things that matter to them. And that’s exactly what we did for our own stand design for the B2B Marketing Expo.

We started with a team meeting detailing what we want our potential customers to know about us. We are committed, we are experienced, we are sustainable and we are innovative. All of this had to be part of the stand, be that explicitly spelt out in the artwork, or as an added feature that speaks for itself (no spoilers, sorry!)

Exhibitions are busy and crowded with like-minded brands competing to capture the attention of the audience in attendance. Every visitor to your show is exposed to your stand and therefore your brand for mere seconds, so make sure it’s crystal clear what you are offering. This not the time for subtlety or clever crypticity – have a clear idea of what you want to tell your customers, and then it’s our job to convey that to the design department who can make your concept a reality. All of our team members contributed to our brief from a sales, marketing, design and installation perspective, and we are happy that we have briefed in a stand that meets all of the criteria for our business model.”

What do you want to achieve?

“Once we had established our key message, we delved a little deeper into what what we wanted to achieve at the event. For us, stand design and build is what we do, so the stand speaks for itself But for other clients, a key new range may need a a prominent showcase, whereas a company with no physical product may require AV or interactive features to demonstrate their service. Our designers are experts in suggesting solutions you may not otherwise have considered, and innovation is at the heart of everything we do.

Again, no spoilers for our stand at this year’s B2B Marketing Expo! But last year, we overcame our key challenge of being a new face at the show by incorporating an incentive for people to stop by and discover the Smart Display concept. We offered visitors the chance to crack the code to win a VR headset, handing out clues on social media which increased our followers, generated footfall and created a bit of a buzz around our stand throughout the two days. Our team are always happy to help you to incorporate new ways to help you to stand out from the competition. And our experience means that we can incorporate everything you need into your booked space, maximising the potential of your available area.”

What are we working with?

“Our designers need to have an idea of the cost that they are working to so that they can create the right sort of impact within the client’s budget restrictions. For us at Smart Display, we were able to create unique statement features for last year’s B2B Expo at a reduced cost because we have a fully-equipped print and lighting studio. Our rotating, hanging neon structure was the star of the show, complemented by a striking neon logo, neon edge-lighting and a counter with resin-filled lettering, illuminated with colour-changing LEDs that responded to sound, all created by our in-house technician. This year will see us demonstrate our capabilities with new features, and it’s all within budget because we don’t outsource anything.

What do you need?

As creative as we are, we are practical too. Having exhibited at this show last year, we know exactly what we need when it comes to power, storage and hospitality, and we make sure we incorporate it all as efficiently as possible for a brand that functions as well as it makes an impact. Every time we take a brief from a client, they are reassured by our years of experience and extensive expertise, and the subsequent knowledge that everything we suggest will be delivered seamlessly within the parameters of the exhibition organiser’s restrictions. I’m happy with the brief that we have submitted to the design department, and confident that our stand will be the perfect environment within which to network and grow at he B2B Marketing Expo next month.

Next week with three weeks to go until doors open, we will catch up with creative director Nathan Hesslewood to find out how he has made our brief a reality with a show-stopping design for a truly standout stand. If you have an event coming up, talk to us about how we can create your perfect exhibition stand #wemakeevents