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CHOOSING
YOUR EXHIBITION STAND
This
is your sales tool for at least the next ten years, it must be as
flexible as it can be. Your budgets may change from year to year (you
know what I mean, sometimes more sometimes less – sometimes none at
all), thus determining your exhibition spend.
Ensure your system is modular to increase or decrease in size
when needed (you can’t fit a square peg into a round hole).
Is the supplier you are going to been around for long? Is the
system you are buying been around long? You do not want to make the
mistake of buying something that will be obsolete in the near future
(it happens!). I am proud
to say, I have been selling Expo products since 1989 and they are
still going strong (not so good for me in sales though!). But the
systems have grown in flexibility and accessories, but like me, the
basic structure hasn’t changed (I just look older!), therefore
client’s are still using the original kit and if they lose a part, it
is still available (don’t cut back on quality, you get what you pay
for and you don’t want to be buying another new one next year). What
does your supplier offer, are they a middle man or the manufacturer,
do you need the facility of European assistance? So many Companies
come and go – that’s not good for you (it is for me!).
Ask these questions. So, you have now found a good supplier
(Expo please!) that can fulfil your requirements. Bear in mind the
following: ease of transportation, is the system within weight
regulations for health and safety.
It’s no good having one container on wheels if it is going to
injure you or your staff lifting it. It is far better to have a few
lighter cases (remember how tired your feet are going to be after the
exhibition!). Most of them
are on wheels, so maybe they can help you along after the show!.
GRAPHIC
CONTENT
So
now you have your Stand selected – what are you going to put onto
it? Do you already have an Agency for your graphic design, maybe they
designed your brochures? If not, is your stand supplier able to
help or recommend? Are they happy to work with your existing Agency.
Remember, the graphics are an expensive item, protect them in
applicable transportation cases. If
you don’t look after them – and I’ve seen some badly cared for
ones in my time, you are going to look so tacky to potential
client’s and it will all be a waste of time. Remember this also: How
are you going to look to your competitors? Are you going to look so
good it will not only undermine their confidence, it will increase
confidence in your potential customers.
Next read part 3 - Exhibition time drawing near
Part 1 - Successful Exhibiting
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