There are various individuals and/or groups you need to consider for your target market. The obvious are your existing customers but equally important are potential new clients. The consumer’s confidence in your product can work hugely in your favour by recommendation. The consultants who work with potential clients can influence decisions through research and advise.
In assessing a contract you need to consider the supplier who can best provide the services and products to fulfil any given contract.

Any technical specifications for your product will be carefully and precisely considered by potential customers and as such experienced personnel in that area will need to be assured of the product’s capabilities.

You should feel comfortable and confident in the manufacturer of your product.

Careful and considered planning in these areas can result in a successful targets and promotions.

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It is important to think about the shows you are considering attending in coming months/years as well as the shows you are already attending. Some points to think about are your budget, where the show is held, the success you had at previous shows and the way you wish to promote your services at any particular venue.

If your initial need is to showcase your product and services in your own particular area then choose a local consumer show, which will attract local trade and the general public.
Many regional shows will be open to the general public and will be held in a particular region of the country.

National shows are generally aimed at individual specialised industries and the promotion of them will be across the country.

International shows are aimed at showcasing companies from all over the world. The opportunity for networking and promoting new services and products in a global market is very high.

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An initial priority is budget, which varies considerably depending on individual, small or large company requirements. However an impressive stand can be achieved with any budget, through successful supplier understanding of the brief provided, which should be specific and clear.

Your individual needs and requirements must be fully recognised for optimal success in the quality and portrayal of your company image. In this competitive world using a professional and experienced supplier is a must whether purchasing or renting equipment.
Essential points to consider:

• Your company identity and the image you wish to give should be prominent.
• The message from your modular stand should be clear and inviting at first glance, show who you are, why you are the better choice and what you can offer.
• Invite customers to your stand with bright, colourful visual images and lighting, creating an exhibition stand that can be easily seen.
• Stand accessories or furniture should be carefully positioned for minimal obstruction to visitors.
• Identification badges with recognisable logos matching the main stand visual are essential for staff.
• Your stand should be clear from obstructions and able to be seen and accessed easily.

Create an environment on your stand that you would want to visit yourself!

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It is their one-stop guide to enabling a smooth exhibition from start to finish. There are always considerations to remember that can mean the difference between a spot-on budget or an over budget cost, which in these difficult economic times is a priority. The manual covers everything you will need to do, will need to be reminded of and will need as your guide to a successful exhibition!

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Positioning your stand space is crucial and it’s a good idea to visit the show (or indeed any other show) to observe visitors and find out where there are bottle necks in footfall or where the good stand locations are, maybe near a café or restaurant or even the toilets as these areas almost always have high levels of traffic. Positioning your stand near an entrance may also seem like a good location but often visitors will just walk past stands near to the entrances as they are eager to get into the thick of the show. Stand space with open sides on the aisles and corner stands often get high visitor rates as they are more open and inviting.

Always check if you have any columns within your stand space as this will impact the design of your stand and in addition check for any height restrictions too. These are surprises you can do without! It’s always helpful to know who you will be positioned next to at the show, if it’s a big company this doesn’t necessarily mean bad news as you can potentially benefit from their high visitor traffic.

There are a couple of options when choosing which type of stand space, a shell scheme stand works well if you are a first time exhibitor and generally this will be your option for anything smaller than 25m sq. With a shell scheme, the organiser supplies the walls, carpet and a company name board. Anything larger will be space only hire and this is when you supply everything. This option is cheaper but means you can use the extra money to create a more striking exhibition stand space.

Of course, an important factor is how much space you need to hire and this will depend on your budget, objectives and what you want to display on your stand. Space is sold per metre and priced per square meter.

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If you are focussing on a new product or service, make sure that your exhibition stand reflects this and that you create a visual impact accordingly. You can achieve this with graphics on the walls of your stand, with appropriate giveaways or with plasma screens promoting your new product or service. You can also have staff going out into the crowd giving out information to draw them to your stand. There are many ways to attract the attention you require and working with the exhibition design and stand company you have chosen for your event can make ideas become a reality.

Of course, you need to also make sure new customers are aware of your brand, what you do, who you are and what you sell in simple terms and this can be incorporated in your stand and in any information you give out at the event. Getting the visitor interested in one product or service you supply first can then lead to potential interest in another product or service so first impressions are vital and outlining the benefits you can provide to them.

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Your ‘to do’ list should include:

• Allocating a co-ordinator to run the complete project and hold responsibility for the event, including chasing up others to complete any actions required.
• Setting an overall budget and keeping a running total of all costs to keep in full control and to ensure you do not go over the budget.
• Setting your objectives and what you want to achieve from attending the event, making sure they are met.
• Setting and sticking to time scales and deadlines for tasks and actions.
• Make sure that you know what stand space you have ordered at the exhibition and what you have included within it (if anything).
• Appointing an exhibition design and build company to work with who is aware of your objectives and can design to your specific requirements.
• Find out what help and services you can get once you are on site.
• Organising transport of your stand together with the logistics.
• If you are having staff on your site to gather contact information or to provide assistance with your services and support, make sure they are fully trained and are aware of what they are required to achieve during the show.
• Decide whether you are going to have any ‘giveaways’ on your stand or what kind of promoting you are going to use.
• Whether you are going to gather any specific data from the show i.e. footfall, business cards etc.
• What your procedure is going to be after the event on following up any leads or contact data you have gathered from the show.

If you have a good plan in place, you will avoid any nasty surprises either before or during the exhibition so make sure this is the first thing you start to work on when you have decided to attend an event.

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Knowing your objectives and what you want to achieve by attending a show or exhibition is crucial to making it a success.  Consider the following:

• Who will be your target audience?
• What are your main objectives for attending the show i.e. sales, presence, competitors or footfall?  Is it all of the above?
• Do you want to make new contacts or just purely sell?
• Is your stand designed and built to attract the right kind of audience?
• Have you been realistic in your aims?
• Do you have the right exhibition stands company in place to support you in helping you to achieve your objectives?

Careful planning and understanding your aims and objectives will assist you in keeping focussed throughout the show and achieving your ultimate goals. If you write an aims and objectives plan prior to attending an exhibition you can use this after the event as a basis or checklist of what you achieved by your attendance. This is a good way to measure the effectiveness of the event and to see what you achieved.

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• Find out who exhibited at last year’s show by getting hold of an attendees list from the organisers. The likelihood is that the same exhibitors will be at the show so it gives you an idea of who will be there.
• Ask the organisers which companies have already confirmed they will be exhibiting at the show and check the list for your competitors.
• Approach previous exhibitors to the show and find out if their objectives were met, and if in their opinion the show was worth attending. Finding out the pros and cons will help you to make a decision whether to attend.
• Find out from the show organisers how they will be promoting the show and if there is anything they can do to help you get your company profile out there.
• Many shows are releasing apps and youtube videos before and after the event.  Do some searching on your favourite search engine and see if there are any videos for the forthcoming event or past events.  Often these videos will show you some of the exhibition stands and companies who have attended in the past.
• Smart phone apps for shows are becoming popular, especially for the larger events.  Try searching for them and see what content they have.

There are many shows and exhibitions to attend and obviously you cannot attend them all, however, doing the necessary research beforehand will help you to prioritise and decide on which shows and exhibitions are more important and which ones can be missed.

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Try to create printable .pdfs as the final printed file.
Stick to CMYK colours, RGB and pantones don’t always print as expected.
Try to use vectors. Creating large format files in programs such as Illustrator means the final file remains relatively small, yet the artwork will be crisp when printed.
Convert to outlines, ensure all text is converted to outlines. This will ensure the artwork prints as it looks on your machine. Not converting to outlines can cause changes in font appearances due to possible differences between your machine and the print house machines.
Placed images, all images (.jpg’s, .png’s etc) need to be large enough to print at the scale of your artwork. To check this, place the image on the file and zoom into the file at 100%. If your images pixelate or are blurred the chances are you will need to use a higher resolution version. A trick to losing some pixilation is to load the file into an editor such as Photoshop, add 3% blur to the image, save then reload back into Illustrator. This will blur out any obvious pixilation.
Don’t add print or crop marks when exporting to print.pdf, it can confuse the rip software.
Add 10mm bleed on all edges.
Have a 20mm safe bleed area (keep text / logos etc 20mm from the edges).
Try to keep print files 150dpi at 100%.
Any image under 72pdi doesn’t print too well large format. Try to stick above 28pdc (28 dots per cm). As an example an image to span the whole of a 150cm banner should be 4200+ minimum.
Try to avoid creating large format artwork in Photoshop. It is possible and some great results can be achieved however vector files will always create cleaner large format print reults.

If you can keep within these guides the final artwork will be optimised for large format print. All print at Stand4 Ltd is carried out on large format HP technology with original HP ink. If you have any questions, get in touch we’re here to help. We can also completely design your artwork for you.

Happy creating.

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