Yes, they really do! It’s such an old cliché, but I just can’t ignore it, and neither should you.
Let’s consider a scenario. You’ve just walked into an exhibition centre filled with hundreds of stands. The businesses there will have spent varied amounts of money depending on the size of their budgets. Nevertheless, regardless of how much money a company has to spend, they can all achieve that magical first impression ‘spark’ with plenty of thought and planning into how they want their stand to look. You don’t need to spend thousands and thousands to attract your target audience, but what you do need is a clear and consistent brand identity.
In fact, some companies spend lots of money and still manage to ‘get it wrong’ by not having a clear, crisp brand identity across their stand and all of their marketing collateral, such as brochures and flyers.
So, think back to the idea at the start of walking into the exhibition centre: Which stands are people stopping to look at, but they move on? Which stands are being ignored as if they don’t exist? Which stands are attracting and retaining the most traffic? Now consider – why?
If stands have boards that are just too ‘word-heavy’, no one will want to stand and read through it all. Less is more when it comes to content. Just have enough text to attract your audience to your stand. Once you start to talk to people, then they can learn more about you, and take a brochure away to read at their leisure.
Consider your logo, typeface, colours – do they ‘speak’ the message of your brand identity? As I mentioned earlier, your brand identity should be clear and consistent across the whole of your stand. Do your staff know your visions, values, and ethos? Are they clear about the company identity? Everyone needs to be giving a consistent company message to the visitors to your stand.
The use of a video to engage your audience is really beneficial. As well as attracting them to your stand, it can keep them there for a few minutes longer. It’s also helpful if you’re busy talking to other visitors, as people watching a video are more likely to wait for you to finish rather than walk away, as they are being entertained and informed.
Check your brand identity is consistent across your internal communications. This seems obvious, but many companies spend thousands and just forget about this. At the stand you may tell a potential client that you will email them a piece of information they are looking for – it will look pretty awful if the ‘old logo’ is in the email!
Please do ‘sweat the small stuff’: you never know who you are going to meet on your stand.
It could be your biggest customer ever!