When to hire an exhibition stand?

A rule of thumb says that if you are going to use a particular exhibition stand more than three or four times it pays to buy it. If a majority of your shows are on the back of conferences in hotels, universities and venues other than exhibition halls and you already have graphic displays that you are happy using at those shows but you wish to make an impact at that one-yearly show in a bigger venue and with bigger competitors then it pays to hire a bigger stand just for that show.

If you want to make an impact and stand out only once a year at an important event then hire a stand. Let’s face it – it is likely that in a year’s time you will want a different stand anyway. So why invest a large sum into something that you might not like anymore the year after.

When you hire a stand you still receive our full service of installation and de-rig, transporting of your equipment and marketing collateral, liasing with the organisers, coordinating with graphic designers, printers and AV hire companies. You don’t have to worry about storage of the stand or whether the design will stand the test of times. Because next year you can do exactly the same but with a new look.

You may save the graphics for the next year but in all honesty, these are usually used for one event only. So don’t get sold into the “you can reuse the graphics next year” scenario because I am willing to bet that chances of this happening are very slim indeed. Therefore always budget for a new set of graphics for each show. After all, your business will have grown from the last year and chances are, so will your message to the visitors.

Hire an exhibition stand
A modular exhibition stand to hire
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5 key benefits of exhibiting

This morning I attended (undercover) an exhibitor’s networking morning for RWM exhibition at the NEC. I was invited by one of our clients but really wanted to go and listen to John Blaskey talk about how to get the best out of your exhibition or as he puts it, don’t make an exhibition of yourself.

Regardless of the years of experience we can have in our respective industries it is always good to hear the basics especially when delivered by an expert such as John.

We all want exhibitors to have a successful show. The organisers, the stand builders, graphics people, printers, logistics companies… Happy exhibitors mean repeat business for us all. So anything we can do to help you make the most of your show, please just ask.

It doesn’t matter how big or small your stand is, whether you commissioned us or not, you can still come to us for straight forward advice.

And to leave you with food for though and perhaps get you thinking about attending that show you’ve been thinking about, I want to share from this morning the 5 key benefits exhibiting offers:

Non intrusive marketing/ permission marketing (people come to you, they want to know what you do, what your offer is, what is new in your business)

Market research – a perfect opportunity to listen, find out about your industry. Who do they deal with now if not you? Do they have a project you can quote on? It is a listening exercise, ask the right questions.

It is personal, you can start new personal connections, it’s face to face networking. No social media will ever fully replace the value of face to face interaction.

It is measurable. Plan it properly, set goals and measure them. You want to know your return on the investment, don’t you?

You get to deliver a total brand experience of your organisation (services, product, value, experiences).

But the main key to success is planning. Plan, prepare and execute for a truly successful show. And of course, give us a call for any help you may need along the way. Or email Q&A@blackiris-exhibitions.co.uk

Q&A sessions

It is frustrating to hear companies say that they have tried exhibiting once, it was an expensive lesson in wasting money and they will never do it again.

Exhibitions are a fantastic marketing platform when done correctly. Visitors are receptive to your offer, that’s why they have come to an exhibition. To see what companies have to offer. It is the perfect opportunity for them to research the market for new products/services and compare competitors.

Why waste an opportunity like that? We would like to help and untangle the scary world of exhibiting manuals, stand contractor jargon and deadlines and make it less of a rocket science and a more pleasurable experience for exhibitors.

Marketing your company at an exhibition is an investment and it is important to get a good return on your investment to help business grow. It’s what good marketing should be doing and exhibiting is just one part of it.

So let’s get it right, let’s help you achieve a higher return on your investment with some straight forward advice. For free. Go for it – ask a question.

Email your questions to Q&A and you will get an answer by return and the most commonly asked and the best questions will be posted on our blog and included in the newsletters.

It doesn’t matter if your stand is big or small, your budget huge or tiny or whether your stand is installed by another company, ourselves or you are using pop up graphic display. What matters is getting it right and if we can, we want to help.

Send your questions to Q&A@blackiris-exhibitions.co.uk