When it comes to advertising, many companies are pulling in their belts. This is a difficult area. At first glance this seems an area of outgoings that can be trimmed, the efforts of your outlay are not immediately obvious and cutting back seems a fairly obvious saving.
That said how do you generate more, much needed business if nobody knows your business is there? Effective advertising is what a company needs. Target your advertising more efficiently if you need to save money so that it grabs the attention of the desired buyers and doesn't waste your resources by becoming just another piece of junk mail or a bland waste of money that nobody notices.
Exhibitions are a form of advertising that may initially seem expensive but that actually can be well worth the money. You know that every single person attending that exhibition, from corporate people to passers-by are all interested in that particular industry. That is the beauty of exhibitions. They are one form of advertising where you get all your potential customers under one roof.
You also get to check out the competition. You can see what your competitors are advertising, what they are up to, any new developments that you may not have heard about and the perfect opportunity to steal some customers.
But how can you do this? How can you stand out from the crowd in a whole venue of potential business opportunities when everyone around you has the same goal?
One option is to employ the services of an exhibition design company that will create the visuals for an stand that draws potential business your way. Your exhibition design is the first thing visitors will notice. If it looks shabby or dull, people are much less likely to hang around. As shallow as it may sound, people will always react on first impressions and this is your one shot at gaining the advantage over competitors.
There are specialist companies that can design your exhibition stand extras, from simple banners and flyers to whole colour co-ordinated displays to show your product or service to the ultimate advantage. Eye catching designs that match your company colours can be incorporated in your exhibition design. Humans are simple creatures, they need something that visually appeals immediately and these things will stick in mind. Make enough of an impression and every time your particular corporate colours are seen elsewhere, your company will be brought back to mind. Any interior designer will tell you to never underestimate the importance of colour, it plays to a human level that is very base and instinctive.
Company logos on a larger scale that will stick in mind are also something that you can have added to your exhibition design. Try not to go for anything too complicated. A logo that is self explanatory or visually attractive will be another of those simple things that not only draws business to you but keeps it in the mind of your customers after they have left the exhibition.
Text with a catchy slogan is also something you need to consider implementing on your exhibition stand. A few bold, uncomplicated words that sum what your company is about are a good idea. They can be set in a creative script or kept simple, depending on the industry you are in. To demonstrate, consider a wedding exhibition.
Would you be attracted to a stand of wedding dresses if there was big, bold, black Roman script that stated 'wedding dresses for sale' or would you be more tempted to see a decorative, coffee coloured italic script saying something along the lines of 'look like a princess for a day'.
These are all marketing strategies that you should be thinking about well ahead of any planned exhibition attendance to ensure you get your advertising money's worth and come away, having left your mark with as many potential sales as possible.
Marketing expert Catherine Harvey looks at how an exhibition stand is a tool that can draw in potential customers.