Tip of the Week #24 - 4 Major Exhibit Design Mistakes to Avoid

Many companies exhibiting for the first time wrongly assume that simply showing up at an exhibition is enough to make the time, money and resources poured into an exhibition effort worthwhile. However, this is simply not the case. Having an exhibit design that isn’t polished and professional will hinder optimal event success, so it’s of utmost importance that your design has a seamless fit and finish that visually compels and informs. Your exhibit design and structure has so much more to do with your image and success than you may realise.

It’s crucial that you use thoughtful design and materials, and not use components that look old, recycled and out-dated. Show attendees that you’re a professional company that not only has the solution to their problem, but also that you can be trusted. Do this by conveying a clear message and offering, and by representing your business professionally and appropriately.

When creating your business’s exhibit design, avoid the following:

Poorly Printed Graphics

They project a poor image of your company and show attendees that you and your company lack attention to details. Visitors will give your stand a pass, including your current customers and prospects, because they don’t want to be seen visiting your exhibition and because you don’t look professional.

Poor Messaging

Show attendees don’t have that much time to spend at each stand. They don’t have 10-15 minutes to read everything you have printed on your graphics. Rows and rows of text don’t sell your products or services, that’s what your graphics and booth staff should be doing. Many exhibitors feel like they must include all of their marketing messages and graphics in order to connect with their targeted audience. Oftentimes though, this can work against them by delivering a final exhibit that looks overwhelming and without a clear marketing message. If there are too many words and too many pictures, you look disorganized and your message is far from clear. State your main message in no more than 5-7 words and engage people as they move past your stand. Your message should only be a brief outline of your best descriptors or even a short testimony from a customer. Once you get the attendee in the booth, then you can expand your message.

Poor Materials

Using poor materials to build your stand creates a poor company image. It makes attendees or potential customers question, “If this is how a company puts their best foot forward, what kind of quality am I going to get if I buy their service or product?” Make sure your exhibit shows a high quality fit, finish and attention to detail. Dated, worn and poorly executed exhibits and graphics convey the worst possible message to show attendees. 

Unorganized interior display
Even the most polished fit and finish on a stand’s exterior will instantly lose impact if the interior is a cluttered and unorganized mess. Don’t be afraid to use various shelving and cabinet structures to ensure that all of your literature, display products and handouts stay organized.