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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Work it out backwards

How do you ensure the best success at your next exhibition? Start by working it out backwards.

Establish the whole reason why you are going to exhibit at this particular show. Is it to gain new leads, brand awareness, market research? Once you have established the reason you can work on how to achieve your targets. So you know the date of the show. Work your plan backwards – look at the deadlines organisers will have imposed on the exhibitors to ensure a smooth running of the show. But more importantly, work out your marketing plan for this particular show. Check the deadline for submitting PR articles to the organisers and adjust your marketing communication to reflect the main reason for this exhibition. Specify target audience and establish deadlines to reach them and ensure as many as possible visit your stand because you have invited them.

Looking at all of the activities you would like to do/plan to do should give you a good time framework to which you can work towards to achieve all of your goals. The more you are prepared the more activities will get done on time and more visitors will come to your stand to see what you have to offer.

Don’t forget to include the time to write/prepare post-event communications. You will not have the luxury of time once the show finishes – the quicker you contact your leads the better the return as they are more likely to remember you and stay engaged with you. So any post-event emails, catalogue posting etc should be pre-written and prepared in advance to save time after the event.

Prepare for exhibition

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

Monster Tuck Shop

This unit had to be made in three separate parts and assembled on site because the access was a bit tricky. The shelves will be holding pots of sweets, the cupboard is fitted with push catches so no need or handles, on top of the cupboard will sit a till and a large wall mounted screen. There is also space to the right hand side for a smaller screen. The shelves are cantilevered so they appear to be floating but have the strength to take the weight for displays. The whole unit was painted in high gloss white paint and the logo is made out of poly and painted.

There are still graphics to go on the shelves and of course, the pots of sweets but it’s looking great already.

Hire a bespoke exhibition stand

We often hear people say they would love a bespoke stand but can’t justify the budget, especially when they are going to an exhibition for the very first time and are not sure if it is in fact the right one for them.

There is no better way to make yourself different from the rest of the exhibitors than showing your brand with a bespoke exhibition stand. So we have put together an all-inclusive offer for a hire of a bespoke timber built exhibition stand – see images below.

 

This is what’s included:

hire of the timber built stand structure for a 3x4m stand with a walk in storage (other sizes available but might incur an extra charge depending on the size);
12 square meters of raised flooring with carpet (your colour choice from the available swatches), aluminium edging and ramp for disable access (not shown on the visuals);
installation and derig – you turn up to the venue and the stand is ready for you, at the end of the show you go home and we come to dismantle the stand;
a freestanding plinth with lockable door, a display drawer and perspex top;
two curved tables on the walls with perspex tops;
32in screen;
printing of the graphics but not the design (freestanding plinth front, front L shape and short back – long back subject to surcharge);
we will liaise with the organisers direct for drawing approvals, insurance, health and safety and method statement forms;
transport to most venues (within 3 hours of drive from our workshop)

All this for you to hire for £3,990 plus VAT for the duration of the show* (maximum 5 days)
*subject to availability and T&Cs.

Other cost you will have to consider are:

cost of the space of your stand (from the organisers);
electricity supply;
internet supply;
furniture;
other extras ordered directly from the organisers;
artwork for the graphics;
accommodation for our crew depending on the venue location.

Give us a call on 01978 780 421 and tell us about your next exhibition or drop us an email on info@blackiris-exhibitions.co.uk


The Gadget Show Live

We were at the NEC over Easter weekend installing the stand for Dialaphone’s debut show at The Gadget Show Live 2012. Our client, Prowess PR explained that it was a sort of ‘dipping the toes in the water’ exercise and the budget was tight however they still wanted to stand out with a bespoke stand rather than settle for a shell scheme.

The stand needed a store room, a plasma screen, a counter and a plinth with security devices for all of the handsets they were displaying. Security was very important especially as they were showcasing a handset that hasn’t even been released yet in the UK.

Together with raised flooring to hide the electric cables to all units and simple graphics the stand looked simple and effective and the event proved a huge success for Dialaphone.

The stand is now in our storage to be used again for a next show.

5 reasons to exhibit

Exhibitions are a powerful face to face marketing activity Here are five reasons why:

1. Every person at an exhibition is a potential customer. Exhibitions provide you with unique and invaluable access to a highly targeted buying group.

2. 37% of exhibition visitors believe that experiencing a business first hand makes it more memorable. This is a great opportunity for brand engagement.

3. 71% of visitors believe a trade show is the best way to meet new contacts and 80% of visitors expect to find new things. (How Live Works, Cog research, 2010)

4. After experience a brand at a live event, 28% of visitors indicated they would buy that brand. (How Live Works, Cog research, 2010)

5. Exhibitions give exhibitors an opportunity to see large number of prospects and customers over a short period of time.

A day’s worth of marketing with your exhibition stand

How do you tell people about your forthcoming exhibition? How do you increase footfall to your stand?

We all know that just turning up on your stand is not good enough. But do you know how to really prepare your company for a successful exhibition?

We decided to help out. All new and existing clients that commission a new stand build will get a full day’s free marketing help.

This could mean help with pre/post show press releases to encourage footfall to the stand, profiling your attendance at the show, approaching journalists to arrange on-stand interviews during the show, researching and drafting press releases and/or case studies to include in the press pack, copy writing for on-stand literature, ideas for on-stand competitions or anything else relating to your particular show.

It is up to you to decide how the day is best spent and it won’t cost you anything.

Why are we doing this?

Quite simply – because we want you to do amazingly well at your exhibition and help you achieve higher ROI. We also like to shout about our happy clients. We believe they become loyal clients and are pleased to tell others about our good work.

So it’s a win-win. A more successful exhibition for you and more work for us. Smiles all around.