In the economic downturn, participation in foreign exhibitions becomes more important than ever

Why is recommended to be present on international trade fairs in the economic downturn?

In a difficult economy, exhibitors may scale-back the size and drama of their presentations, but they must continue participating in foreign exhibitions. And a troubled economy changes the definition of “successful exhibition”: if an exhibitor breaks even, making just enough to sales to cover his costs, he has enjoyed a good, productive trip.

Experts agree loyal customers and new contacts will return and drive profits as soon as the economy begins its inevitable turn-around. Participation in a foreign exhibition reassures customers the business remains healthy; and it makes them wonder why many of your competitors have failed to make an appearance. When the recovery begins in earnest, the exhibitor’s competitors will struggle against a major disadvantage: The exhibitor was there even during the slump, and they were not.

John Kannt, marketing advisor of EUTEA says: If the exhibitor participates in foreign exhibitions even during the downturn, making the point he is “present as usual” without reducing or changing his corporate image, he will see significant return on his investment when the economy begins growing again. In the down economy, the foreign exhibitor may cut costs by reducing space, but he should continue “branding” his logo, image, and identity, putting special emphasis on customer service.

Kannt and other industry leaders predict significant advantages from continuing to participate in foreign exhibitions as if were business-as-usual:

1. With proper follow-up contact, more contacts and more leads will become profitable clients.
2. The company’s presence sends a strong message to existing clients: We are here, we are healthy, and we remain a leader in the market.
3. The exhibitor gets a realistic estimate of customers’ loyalty and respect for his products and services.
4. Participation in international fairs boosts morale and motivation among the sales staff, inspiring them to drive sales in spite of the recession.

Further, John Kant, insisting smart business people cannot afford to miss international exhibitions, recommends staying faithful to the basic principles that have made past presentations successful:

Even if the company chooses to cut costs by reducing space and staffing, it must maintain customized exhibition design; customers must see the company’s brand and image as clearly and powerfully as ever.

Do not change the visual branding. Changes will disturb customers. In times of crisis, people naturally respond well to anything that remains “normal,” deriving comfort from the sameness. Reassuring customers, the company remains strong and vital as always, Kannt recommends constructing the same custom stand you always have used.

Clients naturally wonder how the crisis has affected the exhibitor’s business; the more it looks like “business as usual,” the more customers will feel confident the business will remain a reliable partner and supplier.

How to create a successful exhibition stand

European Exhibitor’s Association

Create an Eye-Catching Booth

Your company might make computers or luxury automobiles. You might sell scrub brushes. It doesn’t really matter. When you’re at a trade show, what you’re selling is your image.

Your exhibition booth is perceived to be a reflection of what you are like as a company.
The target of a long term exhibition strategy should be to create and maintain a visual brand.

Visual Branding Keys To Make Your Business Memorable

Have you ever asked yourself why a competitor’s business gets more attention?

The answer just may have to do with the elements that go into how memorable the business is. And that has to do with branding.

Visual branding and messaging – the silent sale.

But exactly what is branding, anyway? Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that really sticks in the minds of potential customers.

Your stand should include your corporate colours or a modern design that fits in the company’s image.
Branding as predefining what a company is all about in the mind of its client’s.

Good exhibition design differentiates your company your products and your services in a positive way that really sticks in the minds of potential customers.

Take Apple for example

Exceptional design is the personality of Apple and thus is key to it’s brand experience. It’s products are exceptional, Apple stores are themselves an exercise in visual branding – the minute you step over the threshold you are immersed in Apple theatrics. In exhibition presentation, there’s no difference.

Every aspect of the experience with the company is visually stunning. Visual differentiation as a strategy for success is not merely window dressing, but an accurate reading on their brand personalities.

Custom exhibition design allows you to create your visual branding a memorable look differentiates you from the competitors and create a leader image.

With so many new companies and products coming to market every day, consumers turn instinctively to strong brands they know and trust.

Make your presence unique

When designing the stand make sure it passes the 30 second test – 30 seconds is roughly how long people will look at your stand before they decide to visit or walk on. So the message must be loud and clear.

A custom booth can be a big investment. But if it’s done right, it can attract attention and give a strong impression of your company to visitors. With careful planning and experienced professional help, you should be able to plan a stand design that meets your goals without breaking your budget.

A custom trade show booth is uniquely designed and constructed for your company not made on a prefabricated frame. A stand made by prefabricated frame does not allows unlimited forms and shapes.

Custom booths can give you great freedom in choosing the shape, design, layout and configuration of your booth and they can make your company stand out from the crowd on the trade show floor.

A custom exhibition is a real opportunity to display the personality of your business by creating an eye-catching exhibition presence.

Can’t afford to be the biggest booth on the floor?

Don’t worry, you can still attract attention with a creative and unusual exhibition booth design. Some stand constructors get creative by choosing a unique shape for their booth.

Get professional help. Professional exhibit design firms can work with you in designing a custom booth that will get attention-without going over-budget.