6 Common Mistakes In Attracting Visitors To Your Exhibition Booth : International exhibitions are the best opportunity to present a company’s products, services and capabilities in person, that’s why attracting the audience will be an important issue. It should be kept in mind that attracting more visitors to exhibition stands is a sensitive and complex concept. In other words, choosing the wrong method in this field will not only not attract the target audience, but will also cause backlash. Therefore, from the beginning to the end, the design and implementation of the booth should be done using knowledge and experience, as well as in line with the preferred strategies of the participant.
Because crowding and high visitation does not mean the success of attending the exhibition and only the target audience is able to help the participants to achieve their goals. On the other hand, we should not forget that every exhibition with any title includes a wide range of participants in various fields of activity, and as a result, each one only seeks to attract a percentage of the wide range of audiences and enthusiasts. they are Therefore, in this article 6 Common Mistakes In Attracting Visitors To Your Exhibition Booth , unlike in the past, instead of the things that should be done, we are going to talk about the don’ts and wrong things and point out the things that we should not do in the exhibition to attract the audience.
The prevailing and mistaken thinking of the general participants in the exhibition is that booking the first booth in the hall will have the best response in attracting more visitors. But in fact, due to crowding at the entrance and exits of the hall and the sudden change of lighting and ventilation, the initial and final booths will have a negative effect on attracting the audience. This crowding will never mean high efficiency in attracting a specific audience. Therefore, the best booths for professional presentation of products and services to the audience are usually the second, third or central booths in the hall.
Professional booth builders are always trying to provide the most basic and suitable design for the customer by integrating multiple knowledge in this field, including design, advertising and sales. Knowing that each participant has a wide range of goals for participating in the exhibition, by classifying the goals and prioritizing them, they identify the target community for the participant and provide a framework and principled design based on their needs. It has been seen many times that the goals and visions of the contributors are sacrificed to the visual appeal of the booth. In other words, a beautiful booth is displayed, but it is miles away from the participant’s policy, which even contradicts his strategies.
The important point in this issue is that the booth design is like a composition, a collection of notes and silences with different time value next to each other, which leads to the creation of an ear-pleasing work. Just as the silences on the carrier lines are as meaningful as the notes and their presence is influential in creating the effect, there was no “silence in architecture” in the design of the pavilion, in other words, the accumulation of the entire space with volumes, forms and colors, harmony. It will destroy the booth and it will be like a flash and ear-splitting song for the audience.
Therefore, in the successful design of the exhibition booth, the combination of volumes, forms and colors with neutral space should be in balance. For example, one of the common patterns in establishing color harmony in the booth is the implementation of the 10-30-60 formula. In other words, in the combination of three colors, 60% of the dominant color and 30% and 10% of the other two colors are used respectively.
The tools available at the exhibition for advertising are not limited to booths and billboards. It is also possible to use live music, advertising gifts, performing acrobatic movements, etc. Each of them has its own unique charms, but due to their high sensitivity, their use should be intelligent and in line with the participant’s goals. For example, many times we have seen overcrowding of customers in a booth watching music, and in fact, the general audience is attracted to the special place. In this situation, the specific audience will find a way to the booth in any way, because of the false crowd, it will go to another booth.
The exhibition stand is a link in the long advertising chain and each link has its own characteristics and achievements. And sometimes they even overlap an advertising feature at the same time, but this does not mean using different rings instead of each other. The most important feature of the exhibition booth is creating a temporary space for face-to-face advertising. The visitor sees the final product or service closely and benefits from technical and sales advice for free.
Information such as general information, introduction of the company, introduction of the CEO, size of the factory, standards, although they have a high advertising load, but it is better to provide them with a more appropriate tool such as a catalog or a website. A small mention of this information in the booth is sufficient due to its visual dimension. Perhaps the client does not have much time to study them either in written form or in the form of watching movies and prefers to postpone the research on this topic to another time.
The prelude to booth design is to master the participant’s field of activity and the target community, so that the result can be presented in a principled and professional manner. In the simplest existing division, participants are divided into two groups of leading and trailing companies based on the characteristics of the collection and its output. each of which requires its own advertising strategy and advertising solutions are divided into two product-oriented and advertisement-oriented groups based on the characteristics of the product and the customer’s behavior towards it.
Therefore, in general, many elements and points must be considered in order to have a successful booth in terms of design in the exhibition. For example, consider the carpet exhibition where all the participants are from carpet manufacturers and have similar production technology. So, in this case, it will be futile to design a booth and build a booth as a product-oriented work.
Unfortunately, this is a mistake that most exhibitors and participants make. It should be noted here that we do not intend to remove product-oriented advertising or deny its role in advertising. Rather, we want to emphasize that product-oriented booth design is only one of the available approaches. Its positive or negative effect requires sufficient research on the topic of the exhibition and the goals of the participants, and it should be done before designing the booth and building the booth. Finally, depending on the goal and the target community, other solutions can be used.
Sometimes, in advertising banners or exhibition stands, we encounter the repeated use of excellent adjectives. Contrary to imagination, they will carry a negative meaning and cause a distance between the audience and the brand. While today, the famous brands of the world are looking to eliminate even the smallest distances with their contacts.
Using these advertising slogans will create a sense of doubt about the company from a psychological perspective. Because with the breakneck speed of technological progress, every day we see the removal of big and famous companies that were once among the first or largest in their kind, and by being left behind by the fast train of technology, today only a name of them remains.
Author: Mohammad Khorsandi, CEO of Dehnad Idea Makers Company
You can contact the numbers listed on the site to order the construction of an exhibition booth and to know the price of the booths, as well as to receive advice for cheap booth construction by experts of Dehnad booth construction.
1- Choosing the first booth in the hall and exponentially increasing the audience
2- The use of complex, messy and incompatible designs in the design and implementation of the booth
3- Sacrificing the participant’s goals in order to attract the general audience
4- Exhibition stand, live catalog to present all products and services
5- Oversaturation of the client by providing too much product
6- Using Comparative adjectives in advertising: the best, the biggest, etc.