August 2015 - Hytner

Trade Fair Exhibition – getting the most out of them

Need a solution for a trade fair exhibition?

Meeting, networking – trade fair exhibitions really are targeted

A trade fair exhibition is the perfect chance to meet existing clients and prospects to promote your business. You can use this time to build business relationships and generate new leads. Here we will look at a few ways in which you can maximise the opportunity to ensure you get the most out of your exhibition.

Deciding which exhibition to attend

It is vital to do your research before signing up for a trade fair exhibition. You need to establish whether it will be well attended and if it is aimed at your target audience. If customers that will be interested in your products won’t be there, then it won’t be worth the investment.

Plan ahead

Once you have chosen which trade fair exhibition to attend, you must plan your display and get everything you need organised well ahead of time. Think about what you want to get out of the event and set yourself achievable goals. You can then design your stand accordingly.

Attracting visitors to your stand

Bear in mind when designing your stand that you will be competing for the visitors’ attention. Make sure your display stands out and catches the eye of potential customers. Be consistent with your brand message throughout your display material to make your company memorable. You could even include an interactive game to entice customers to pay your stand a visit.

Tell people about the exhibition

Draw customers to the exhibition itself by letting them know that you will be there. Add a message to your email signature so anyone you email before the event will be aware that you will be exhibiting. This includes existing customers and any prospects for whom you have contact information. You may be able to get hold of a list of pre-registered attendees from the event organisers, so you could also alert them to your intention to exhibit.

Brief your team

If you are taking a team of staff with you, make sure they are fully equipped with information about your company and products so they don’t appear inexperienced when talking to potential customers. This will ensure that the company as a whole looks professional.

Follow-up potential leads

Your work doesn’t end when the exhibition has finished. Make sure you follow-up any potential leads to ensure the highest possible conversion rate. During the exhibition you can organise the contacts you have met according to their likeliness to do business with you. This should be done discreetly so as not to insult potential customers, but it will allow you to contact the most important leads first.

Making a Shopping Centre Display Space Work For You

How to make a shopping display work?

You have footfall to die for, but how do you make your shopping centre stand out?

Using a Shopping Centre Display is the perfect way to promote your brand. The venue itself will attract large crowds so it is a great opportunity to draw interest from passers-by who are already in a buying mood. However, you need to draw their attention away from the stores to entice them to visit your stand. Here are a few things that to consider to optimise the success of your display.

Centre Regulations

Before designing your display, you need to consider the regulations of the shopping centre. There will be height restrictions for your stand, and you need to ensure it doesn’t obstruct access to stores or main pathways.

It is therefore important to ensure your shopping centre display has maximum impact within these regulations and the space available.

Choose your display equipment

Once you know your space limitations, you need to think about how you are going to fill your display space. There is a huge range of options available.

If the shopping centre display space is limited to a small area, you can use a mini stand, counter or kiosk. These are also good if you are planning to use the display in different venues, as they are easy to transport.

Pop up counters are great if you need a surface to display products, or to rest a laptop if you are using one in discussions with customers. If you have pamphlets or catalogues, a literature stand is an excellent way to keep them neat and looking attractive. Roller banners provide a large area for displaying your message but take up very little room.

If you have a larger area to work with, you could consider a more bespoke option with an interesting shape to draw attention from passing customers.

Creating your message

Once you have decided on the equipment for your shopping centre display, you need to think about how you are going to use it to attract attention.

Roller banners and pop up counters have large print areas to display your message and brand. Use bright colours and high impact images that customers will notice from a distance. You can also use screens to display a variety of messages if you have a range of products on offer, or don’t want to fill one space with a large amount of information.

Finishing touches

Make your display even more eye-catching by adding some finishing touches, such as balloons branded with your logo or spotlights highlighting your products or company name. The bigger the WOW factor of your shopping centre display, the more likely customers will remember your name long after they have left the shopping centre.

What Do You Do After The Exhibition Event Is Over?


When the event is over, evaluate and learn…

Attending an exhibition event is a great way to introduce your company to potential customers in addition to building relationships with existing clients. However, it is important to remember that your work doesn’t finish with the exhibition. Here are some of the vital steps to take after the event.

Deliver anything you have promised

While in discussions with visitors to your stand, you may offer to send them quotes, further information on your products or even samples. It is crucial that you send anything you have promised to the contacts you have met at the exhibition. This will let them know that you value their business, and also show you are a reliable company.

Follow up leads

While attending exhibition events, you will have the opportunity to gather contact information from visitors to your stand, as well as information about their requirements. Information is best gathered manually rather than using a scanning system. This is a more personal approach, and enables you to make notes and tailor questions to the prospect’s individual needs.
Categorise the leads you have gained using a system that will allow you to contact the most promising leads first. You could give them a rating from one to ten, for example, or simply put them in to three categories depending on the nature of the lead – hot, warm or cool. If you are going to categorise as you go, make sure you are discreet. You don’t want to insult any prospects.
It is vital to follow up leads within a couple of days after the event has finished. This will keep your business in the mind of your prospect, and guarantee you stay ahead of the competition. Leads can go cold very quickly, so make sure you follow up while the lead is still likely to result in a conversion.

Contact the show organiser

It may be possible to get details about visitors to the show from the organisers of the exhibition. If they are willing to give you a list of attendees, you can use this to contact people who you didn’t have a chance to speak to, or who didn’t visit your stall.

Debriefing session with staff

After the event, sit down with your team to discuss how successful they feel it has been. Assess what went well and what didn’t work. You can then use the feedback from your staff to plan future exhibition events.

Retail Shop Design – What Do Consumers Expect?

Retail Shop Design Company

Make the retail experience heavenly by giving your shops an attractive pull.

Retail stores have had to up their game in recent years with the increase in competition both online and offline. It is no longer just about the products they sell. It’s all about the complete customer experience.

Consumers expect to be comfortable and at ease while they are shopping. If customers feel uncomfortable or awkward in a store, they are likely to leave, placing their business elsewhere.

Ensuring your store has the right retail shop design will enhance the customer’s experience, and therefore your business.

Do you have the right look?

The first thing a customer is influenced by is the visual factors in a store. Your retail shop design can be seen before customers even set foot inside, so it is important that it is aesthetically pleasing. If a shop is chaotic, dull or poorly kept, customers will be put off.

Use complimentary graphics, colours and shapes to create an eye-catching design that will draw customers into the shop, using lighting to highlight products and key areas in the store. The visuals need to be in line with your brand so your customers associate your business with great design.

Can your customers shop comfortably?

It’s no use over filling your shop to the point that customers cannot move around easily. If customers are constantly bumping into one another, they won’t stay in the store for long. The retail shop design needs to be set out so that the customer can manoeuvre comfortably without obstruction.

Position stands so the products are displayed clearly without overcrowding. Make sure you leave plenty of room between display units and ensure customers can access the products easily. Positioning products on the top of a high display unit may look great, but if customers can’t reach them, they will abandon them for an alternative option.

Does your design benefit the customer?

The retail design of a store needs to work to benefit the customer’s experience as a whole. Not only should it look great, but also needs to make your customer feel good to both be in the store generally and to spend money.

The layout should be logical so customers can find what they are looking for easily. Try using partitions so customers can find the different sections with different product categories. Use the position and look of display units and graphics to make the store inviting. The different design aspects should complement each other to create a positive atmosphere that customers are happy to return to again and again.

Roadshows Help to Keep Your Message Moving


Take your event to your market with roadshows.

Roadshows are a great way to get your brand into the minds of the general public. Having a mobile unit covered with your message in a location that it wouldn’t normally be associated with makes it stand out.

Design a trailer to suit your needs

The best thing about designing a mobile trailer for roadshows is that you can create something completely bespoke to your exact specifications.

Every aspect is customisable. Start with the shape of your trailer. Make this unique and it will be instantly eye-catching. You can then make the graphics as simple or complex as required. Use the large branding area to display details about your business or products, or let a simple image do the talking. You can even customise the colour to fit in with your brand guidelines.

Creating the perfect interior

Another advantage of using an exhibition trailer for roadshows is you can use the interior as well as the exterior to get your message across to potential customers.

The interior walls of the trailer can be covered with more printed graphics to keep your brand message consistent throughout, or used to provide additional information. The space itself can also be adapted. Use the trailer as one big open room, or section off parts to form meeting rooms for one on one discussions.

Furnishing your unit

When you open up your unit to the public, you will need furnishings to make it a comfortable space to talk about your products. You can keep things simple with tables and chairs, or add display units for brochures or the products themselves.

You can also wire up the trailer with all the electronics you would need for your show. Use screens to display images or product information, hook up computers or tablets to show customers your website, and you could even add an audio system.

On the move

While the trailer is on the move, it is bound to stand out with your branding on the outside. But what if the public doesn’t see you coming? Install a PA system! At least if they can’t see you, they will be able to hear you. Use this to your advantage by getting your brand into people’s minds, even while you are on the move. Roadshows can give you this advantage and ultimately keeps your message out there.

Spruce up your office Foyer Display


Your office, your space, make lasting impressions with your office foyer display.

First impressions are significantly important. When visitors or potential clients set foot in your office, they immediately form an idea about your company based on what they see in the reception area.

A cluttered, messy area gives the impression of a disorganised company, whereas a well-designed foyer makes clients sit up and take notice. This is why it is important for your foyer display to send the right message.

Your logo

First things first, your logo should be included in your foyer display so visitors know who they are dealing with. Use signage on the walls or desk, and illuminate with spotlights to make it stand out.

You can even display branded merchandise, such as pens for visitors to use when signing in. If you’re serving refreshments, try using branded cups or glasses. This really adds a professional touch.

Using the space

You need to be aware of how much space you have to work with. If your reception area is relatively small, it doesn’t make sense to fill it will lots of free standing displays. Instead, incorporate the walls into your office foyer display. Use printed posters or boards to display information or large graphics that will stay in the minds of your visitors. The walls of the foyer will give you a large blank canvas, even if the room itself is small, so use this to your advantage.

If you have particularly high ceilings these can also be used to make the most of the space available. Use graphic boards hanging from the ceiling to display your message and fill otherwise wasted space.

Display Options

Obviously, you don’t have to be limited to using the walls alone. If you have the space, there is a huge range of display options available. Pop up stands and roller banners enable you to display large printed graphics to give visitors that WOW factor. Use the large branding area to display product imagery or give information about your company.

If you have literature about your company or products, display these on a literature stand. These can be wall mounted or free standing. Not only do they keep pamphlets and catalogues tidy, but they look professional as well.


Furnishings are an important part of your office foyer display. Include a small table and comfortable but stylish chairs to make visitors feel at ease. Make sure your message is clearly visible with good lighting so clients can read available information easily while they are waiting to be seen.

Create A Lasting Impression With These Unusual Locations


Don’t let them forget who you are, what you do by showing off!

Exhibitions are a unique marketing tool that give you the opportunity to make new contacts and build on existing relationships. The key to converting the initial contacts into sales is making a lasting impression on your prospects and clients.

One way to achieve this is to exhibit at a memorable venue that will stay in your clients’ minds long after they have left the event. Here are some unusual exhibition locations that are worth considering.

Art galleries and museums

Holding an event at an art gallery or museum not only gives you plenty of space, but the buildings are usually quite striking, creating that lasting impression that you need.

An event held in a museum such as the Natural History Museum in London, with its stunning architecture and fascinating displays, is sure to be remembered by your guests.

Sports grounds and racecourses

Holding events at a sports ground is sure to attract plenty of visitors, just based on the venue alone. Fans of the sport will attend to view the inside of famous stadiums and this will give you a chance to introduce your company.

Stamford Bridge in London, Chelsea Football Club’s home ground, has facilities available that can accommodate up to 900 delegates. Attending an event at such a famous location is bound to stay in the minds of attendees.

If horse racing is more to your liking, many racecourses have conference facilities to host events/exhibitions when race meetings are not running.

For example, Ascot Racecourse has a very large space suitable for exhibitions of varying size.

Great views

Exhibition centres can be quite monotonous, so holding an event in a location with a view is particularly noteworthy.

A good example is The Grand in Brighton, a hotel which has a sea-facing conference room. Visitors are more likely to enjoy the event if they have an amazing view, and are therefore more likely to remember your exhibition.

Palaces and Castles for Exhibitions?

Holding an exhibition in the grounds of a palace or castle will guarantee an event to remember. Britain has many historical and awe-inspiring royal palaces, and guests will be amazed by the stunning venue.

Hampton Court Palace is a fantastic example of a stunning event location. Steeped in history, the royal palace setting is absolutely beautiful.

Alternatively, for the ultimate in unusual exhibition locations, try holding your exhibitions in the moat at the Tower of London. This will have guests talking about your event long after it has finished.

Making a Business Exhibition Work For You


Connect, meet and build business relationships at shows.

Exhibitions are a fantastic tool to meet potential new clients and connect with existing customers. They enable you to meet a large number of people face-to-face, thereby giving business relationships a boost.

However, you can’t just turn up and expect sales to come rolling in without putting in some legwork first. It is important you consider the following business exhibition advice to make the exhibition a success.

Choose the right exhibition for your company

Make sure you research thoroughly before committing to a specific exhibition to confirm that your target audience will also be there. You need to ensure that the exhibition you are attending will be attracting the right audience for your business. If you don’t connect with the right prospects, you will have wasted your time, money and effort, and be no better position than before the exhibition.

Stand out from the crowd

To attract potential customers to your stand, it needs to be eye-catching and entice people to visit your display. Use high impact graphics to create a WOW factor that will make prospects want to know more about your company. In order to build relationships with people, they need to first visit your stand, and the chances of them doing this are much higher if you have an impressive display.

Be Organised

Plan what you need for your event in plenty of time. A poorly organised display will be obvious when compared to other exhibitors. Make sure you consider deadlines for creating your stand, and don’t forget important aspects such as lighting and electricity.

Be Consistent

The information within your display will give your customers a message about your company, so it is imperative that it is consistent and in line with your brand. By making your stand, literature and giveaways consistent with your brand, your message will be more powerful and therefore more likely to stay in the minds of potential customers.

Keep in Touch

Exhibitions give you a good start to business relationships as they give you the opportunity to talk to people face-to-face. Talking to customers in person will give you a much stronger foundation to build on than if you only communicated by telephone or email.
Therefore, the most vital piece of business exhibition advice would be to take advantage of this opportunity by keeping in contact with your prospects and customers even after the event has finished. Make sure you take business cards for those you meet, and follow up any potential leads. This will ensure that prospects and customers remember your company, and will also help to build your business relationship.