Trade Fair Exhibition Archives - Hytner

10 Methods to Smart Exhibition Spending

10 Methods to Smart Exhibition Spending

Over time, an exhibition can make you a lot of money but actually executing the event is always a big expenditure. So as the title above says, here are 10 methods you can use to make this expense a little less expensive.

1. Buy UsedBuy-used

A preowned exhibition stand can cost you a massive 50 to 74 percent less than a comparable new booth. Even with minor refurbishments and new graphics you can incur substantial savings by simply opting for used vs new.

2. Consider Renting

Nowadays, most people can’t even tell a rental from a new design or even care about the differences. So, if a custom stand isn’t in your budget, renting can be a much more cost-effective option – with no storage or repair costs and the ability to constantly update your look and play around with various configurations.

3. Design Strategically

Devise a graphic of which 80 to 90 percent of the components remain consistent from show to show and where only 10 to 20 percent is show-specific messaging that needs to be changed regularly. To further cut down costs, consider in-house graphics or stock photography in the design phase.

4. Switch to Digital

Switching from print to digital can save you a significant amount of money. The lifespan of print is relatively short, damage risks are high and you can’t change the content without creating a whole new graphic, however, with digital, graphics are relatively easy to create and a breeze to alter and transfer with much less waiting time than print.

5. Pack Strategically

Eliminate as much dead space as possible by collapsing down exhibit materials to their smallest size and packing miscellaneous items into the corners of your containers. By tightly packing your shipments, your items will move around less in their containers, thus, reducing the risk of damage but also, the fewer boxes you have, the less volume and the lower your transportation and storage costs will be.

6. Avoid WeekendsAvoid-Weekends

Many events start on either Monday or Tuesday meaning exhibitors feel forced to install their exhibits over the weekend when labour costs are higher. In these cases negotiate with show management to install your booth on the Thursday or Friday before.

7. Maximise Output

Find a good installation and dismantling crew which you can use over and over again. Over time they will become familiar with the mantling and dismantling process and essentially more efficient, saving you a lot of time and money.  

8. Reward Frugality

In order to encourage your staffers to think before they spend provide them with an incentive such as 50 percent of the money they didn’t spend, reimbursed to them for their own personal use. For example, if a staffer were allotted £300, but only spent £100 they would get back £100 and you’ll end up with a net saving of £100.

9. Bundle and Negotiate 

To cut your staff travel costs be sure to book well in advance and look for group packages that many hotels now offer, they are generally much better value for money. Any extra services such as breakfast, Wi-Fi, business center etc some hotels may offer for free of charge or you can negotiated it into the price.

10. Bring Your Own Suppliesbring-your-own-supplies 

Show service providers will often charge huge markups for inexpensive items such as electrical tape, surge protectors, cleaning supplies or bins etc. Therefore, be sure to buy your own supplies and save yourself a few extra pennies.

In Summary…

When it comes to saving money it’s all about cutting the ‘right’ costs and spending your money more efficiently when and where you can. That could mean in the design stage, with your own staff or suppliers, by choosing to rent vs buy or simply by remembering to buy your own supplies.

Whilst planning and executing your exhibition, never settle on one price as the final price, there are always compromises you can make that will still allow you to keep the same high quality brand experience for you attendees, and with these 10 cost cutting tips you will be able to do just that.


7 Mistakes that Will Blow your Exhibition Budget

7 Mistakes that Will Blow your Exhibition Budget

A detailed list of seven solutions to common mistakes exhibition organisers make, that result in them blowing right through their budget.

As we all well know, spending money is as easy as pie, but when you have a budget to stick to, then it can suddenly become a nightmare.

Whether it’s because of that ‘must have’ custom stand, luxurious material or those fancy gadgets, spending money inefficiently on the wrong things can eat right through your financial allotment faster than lightening.

The sad truth is that exhibition organisers, more often than not, make expensive misguided decisions which can drastically inflate the costs of their show.

Yet, by simply following some if not all of the actions listed below, you’ll prevent the most unnecessary expenses and get the stand you want at a price you can afford.

1. Have a set in stone stand design

Don’t hand your designers a chisel and allow them to go crazy. Incomplete and/or sketchy design input usually results in multiple costly redesigns – and designers time is your money.

Understand exactly what it is that you want before you meet with your design team. You’ll still be able to make changes along the way, but the fewer alterations you have, the more money you’ll save to spend elsewhere.

One last important point, have internal talks and ensure everyone in the team has signed off on the design. Many great designs often spiral out of control because of something as simple as the CEO not liking that shade of blue.

2. Design around the elements, not the experience

Exhibition organisers often mistake a design brief for a laundry list of ‘required’ elements, such as kiosks, conference rooms and storage areas etc, many times forgetting that they should be focusing on brand experience and not just a collection of furniture.

By focusing solely on the elements, your exhibitions effectiveness suffers and you’ll be left with more ‘stuff’ than you actually need to meet your objectives.

Take the time to go through a tedious process of questioning every potential purchase. Do I really need this? Will this help me achieve my objective?

To illustrate the process, if one of your objectives is to generate visibility and lure people to you stand, what will be more effective, a standard hanging sign which typically costs around £700 or could a targeted promotional campaign be more cost-effective?

Ultimately, the key is to ensure that every stand element is deliberately chosen with a defined purpose.

3. You don’t always need custom

Almost all stand materials come in standard shapes and sizes but if you decide to go for a custom and exclusive stand, you will easily drive up the cost of the component because of the extra production hours required to meet the design criteria.

A curved counter, for example, can easily cost 50 to 100 percent more than a rectangular version with similar footprints.

However, don’t get us wrong, it’s perfectly fine to want a custom piece as long as you can justify the additional cost and prove its value in the long-term.

4. Don’t select materials based solely on aesthetics

Some finishes can really make a statement while others will often go unnoticed. Though we’re not suggesting you ban all non-standard finishes, consider whether it will actually make a difference to the attendee.

Of course, a glossy, metallic finish will give you a luxurious and polished feel to your stand, but it will also give you a not-so-nice sting to your wallet.

Choose the best option for your budget and not just for your eyes. Particularly since most special finishes require special handling and often scratch easily – neither of which is free to deal with.

Consult with your design team as well as your internal team and make sure that each choice is the best option to meet your objectives – and that if you have a preferred look which is slightly more expensive, always be absolutely certain that it’s worth the additional cost.

5. Factor smaller additional costs – shipping, drayage and labour charges.

An extremely common mistake many exhibition organisers make when buying or building a new stand is to focus solely on the design and build costs, forgetting that, the size, weight, crating and labour requirements of that structure will significantly affect their wallets for years to come.

The last thing you want is to create a beautiful on-budget stand with extortionate ancillary costs.

To avoid this, simply ask your designers the following questions at various stages in the process:

  • How much does this component weigh?
  • What type and size of crate or shipping container (if any) does it need?
  • How many people and hours will it take to set it up?
  • Is there a more economical option that will deliver the same effect?

When it comes to labour cost estimates, determine not only how long it will take to setup and dismantle, but, also how complex the operation will be. The more complex the setup the more labour costs you’ll likely incur over time.

6. Don’t go crazy over technology

A surefire way to blow your budget is by lavishing your stand with high-tech gadgets. It’s probably a worthy endeavour for those trying to portray a cutting-edge, high-tech image but don’t feel you have to incorporate gadgets just because everybody else is.

Technology can be costly and requires a lot of commitment to safely get it to the show, and have it consistently working correctly, which will require, at a bare minimum, one staffer with the knowledge and skill to conduct the proper handling and installation.

If being cutting-edge isn’t relevant to your brand, too much technology can become a gimmick rather than add real value to your stand. Plus, if you’re staff don’t understand or know how to operate your high tech gadgets, you’ll be creating a negative brand impression.

Ultimately, is all this technology actually serving a purpose? Is it worth the investment? Will it enhance the user experience and help you achieve a marketing objective? If yes then go for it, but if you’re a little unsure then it’s worth a reevaluation of the cost vs return.

7. Remember that exhibition designers are not omnipotent

Exhibition designers are experts in, well, exhibition design. And whilst they will have some basic understanding of each unit’s elements (including lighting, monitors and carpet inlays) you can’t expect them to also be the masters of electronics, plumbing and multimedia etc.

Arm yourself with specialised knowledge of high-tech, multimedia, and lighting components or invest in an expert in the field. Yes, that will come at an additional cost but ultimately, by assuming designers know everything about everything, you’ll be overlooking critical additional requirements which ultimately will create costly delays.

In conclusion…

To avoid slashing through you budget all you need is some self-discipline and to not let your want for the best-looking stand break your bank.

Consider creating a spreadsheet to track all of your expenditures – this simple idea is something most exhibitors use as a way of managing their expenditures.

Just remember that aesthetics aren’t always the most important element when it comes to achieving your objectives, your time and money could be better spent elsewhere to create a more pleasant experience for you attendees. 

As long as your stay organised, be sure of the decisions you make and consider all of the costs before finalising your purchases you should be well on your way to making great savings.

After all the fuss and fight, “What Do You Do After the Exhibition Event is Over?” Find out by clicking here.


Best Practises for Trade Show Graphics

Best Practises for Trade Show Graphics

Trade show graphics are all about creating an enticing first impression that will generate some interest and welcome attendees who want to see for themselves what you have to offer.

The quality of your trade show graphics is pivotal in attracting attendees to your stand. Studies have been conducted to show that at a trade show attendees will typically devote only 3 to 5 seconds of attention to your stand. Therefore, your trade show graphics need to be eye-catching, communicate effectively what your brand is all about and reflect the products or services that your company has to offer.

The following sections will outline a few of the considerations that exhibitors should give thought to before a show:

Integrating text with graphics

In order to attract the visitors to your stand, you must first focus on prominently displaying your brand’s logo and tagline, at the very least, to establish your brand’s presence at the show.

In addition to this, it’s imperative that all your trade show graphics are consistent in colour and font or you risk your brand’s look and feel seeming disjointed ( you should hopefully have brand guidelines that you follow to avoid this).

As you already know, trade show venues can be overcrowded, therefore, any key text should ideally be at eye-level, or your messaging can get lost in the hustle and bustle.

Repurposing existing media into trade show graphics

Repurposing content for your trade show stand is always an option. By reusing images, you’re reinforcing your brand by remaining consistent with the content and imagery.

However, using existing media can present some hurdles. Enlarging an image can distort and pixelate it, therefore, always make sure that you’re using vector files that will not lose quality when they are resized.

Become familiar with your trade show stand construction

The construction of a stand will dictate the design of your trade show graphics. Therefore, be aware of panel breaks, monitor placements and other design elements that affect the positioning of your graphics.

Embrace the stand’s structure and work your design around it creatively – if you don’t know where to start, Hytner’s experienced team can point you in the right direction.

Integrating audiovisual elements

New technologies available allow exhibitors to get even more creative with their trade show graphics. Brands are utilising interactive kiosk experiences, LED screens, video walls and even virtual reality technology to create memorable branded experiences.

The integration of audiovisual elements is an effective way of drawing attention and pique the interest of potential customers.

In essence…

Trade show graphics can either make or break your time at the show. Creating a stand that inspires and encourages interest is a necessity for trade show success.

At Hytner, we have years of experience and a wealth of knowledge that we utilise to create the best stand or display to suit your trade show graphics and overall needs, so you can make the most of your trade show.  

Top 10 Trade Shows in the UK


Whether you’re looking to exhibit or just attend we want to introduce you to some of the biggest trade shows from different industries across the UK.

Trade Shows are a great way to showcase your business and a rare opportunity to meet clients face to face. As well as being able to build your contacts and generate new leads they are an important opportunity to keep an eye on your competitors and keep in touch with your industry.

As there are so many trade shows across the UK we thought it would be both useful and interesting  to list 10 of the biggest and best so far to date. The trade shows mentioned below attract thousands of people over a small number of days so, the potential to maximise and benefit from these events is substantial.

Alright, let’s get to it!

1. Spring Fair International

Number of visitors: 64,000+

7 – 11 February 2016 – The Spring Fair is where people and products meet. Known as Europe’s largest home and gift items trade show, it’s definitely an event you should consider adding to your calendar.

As the longest running show at the NEC Birmingham they attract large crowds every year, in fact, in 2012 they achieved a spectacular two billion pounds worth of sales in a period of just five days! For a full list of exhibitors click here.

2. The Gadget Show Live

Number of Visitors: 75,000

31 March – 3 April 2016 – A spin-off from the popular Channel 5’s The Gadget Show, The Gadget Show Live is the UK’s largest consumer technology exhibition. It offers exhibitors the unique opportunity to get their brand and products in front of over 75,000 tech enthusiasts.

The show also takes place at the NEC Birmingham, so whether you’re a visitor or an exhibitor interested in home/lifestyle, outdoor, innovation or gaming gadgets, this is the show for you.

3. BBC Good Food Winter Show

Number of Visitors: 250,000

24 – 27 November 2016 – This is a must attend a show for every food lover. The BBC Good Food Winter Show is all about those warming flavours and tasty treats that every meal needs during the festive season.

Top chefs and experts including Mary Berry and Paul Hollywood, Tom Kerridge and James Martin have all attended in the past to create their ultimate festive treats live on stage at the NEC in Birmingham.

4. Clothes Show Live

Number of Visitors: 160,000

2 – 6 December 2016 – With everything from shopping, beauty demonstrations, music performances, catwalks, trend presentations and much more. The self-proclaimed Britain’s fashion festival is also held again at the NEC Birmingham.

It’s the ultimate event for any fashion lover and last year saw over 350 individual pop up stands from various companies within the clothing, hair and beauty industry.

5. Business Start Up

Number of Visitors: 25,000

11 – 12 May 2016 – The UK’s biggest exhibition for anyone starting or growing a business held at ExCel, London. An event that is free to attend with over 250 seminars, 350 exhibitors, 12 masterclasses and guest speakers (including Piers Linney from Dragon’s Den). Offering free entry and with such a wide scope of information available, there is plenty of reason to go.

6. Scotland Trade Fair (Spring)

Number of Visitors: 5,000

24 – 26 January 2016 – Similar to the Spring Fair Show held at the NEC in Birmingham but on a smaller scale and more accessible for those based further up north. This event takes place at Glasgow’s SECC and has over 500 companies exhibiting thousands of products – ranging from clothing, textiles, jewellery, and fashion accessories to beauty products.

The show incorporates the following three specialists areas: Showcase Scotland, Launch Gallery and Scotland’s Specialty Food Show (the only trade show for the specialty food and drink market in Scotland).

7. Bubble London

Number of Exhibitors: 280

31 January – 1 February 2016 – The UK’s only stand-alone children’s trade show. Here you’ll find some of the industries biggest names as well as up and coming labels. Everything you could possibly need from a kids fashion trade show and footwear, to accessories, gifts, interior and maternity products.

The trade show takes place in the heart of London at the Business Design Centre just minutes away from King’s Cross. It’s a two-day event.

8. Internet Retailing Expo

Number of Visitors: 5,000

27 – 28 April 2016 – Another NEC Birmingham trade show aimed at those involved or looking to become an internet retailer. There are over 300 exhibitors focusing on the following key sectors: website design, SEO, web marketing, mobile retailing and social media.

There are eight free to attend conferences over the two days which, by registering on their website, you can have access to all the conferences, workshops and other event features over the two days.

9. The Manchester Furniture Show

Number of Visitors: Unconfirmed

17th – 19th July 2016 – The furniture trade show featuring many well-known names including La-z-Boy, Green Apple, Furmanac, Comfort Zone Sofas and Febland Group. This important trade show brings together key retailers, buyers and suppliers.

The 2015 show was so successful that 70% of exhibitors had already rebooked for 2016 by the end of the show week.

10. GLEE

Number of Visitors: 7,600

12 – 14 September 2016 – The UK’s leading garden wholesale buying event. The trade show is held at the NEC Birmingham, it showcases products from agriculture and forestry for garden enthusiasts.

You’ll be sure to increase product awareness and increase your brand through the audience of over 7,600 garden buyers – including buyers from up to 44 other countries in addition to UK buyers.

In conclusion…

The trade shows mentioned are the pinnacle of what each industry provides, therefore whichever industry you’re interested in or part of, there’s a show for you.

Attending a trade show can be extremely rewarding for your business, with a typically high ROI they still play an imperative part of any marketing campaign to ultimately help grow and develop your business.

Trade Show: Attract More Visitors to Your Exhibition Stand


In this digital age, the idea of exhibitions may seem a little old school but there has never been any doubt in the significant value that they add to a business.

Trade Show News Network reports that a whopping 81% of trade show attendees have buying authority. With the possibility of finding a new customer in 4 out of 5 people at any given show, the numbers seem to be on your side – the numbers do not lie.

The bottom line is that you’d be taking a huge risk by simply assuming the right people will find you on their own. Follow these steps and you’ll get more quality leads flocking to your stand.

Build Momentum Pre-Event

A common mistake exhibitors make with trade shows, is to rely on the random traffic passing by your stand, when in fact 7 out of 10 show attendees plan their stand visits before the show.

A little pre-show promotion can make all the difference and save you time and effort during the trade show – you can read our Ultimate Guide To Pre-Exhibition Show Promotions here.

Location, Location, Location

A key factor will be where your stand is actually positioned. Of course, the best location will vary by venue, but the positions that tend to be particularly highly coveted are;

  • Main aisles
  • Entrances
  • End of rows
  • Corner spaces which give you access to traffic from intersecting aisles

Though it may sound crazy, experts have suggested that Europeans tend to visit first stands  positioned on the left, while Americans visit stands located on the right. Remarkably, this is linked to the side of the road we drive on.

Of course, it’s not all about driving huge crowds to your stand. You’ll want quality foot traffic and leads instead of congestions and chaos. At the trade show, it’s best to avoid being near, food stands, public toilets and aim to be at the heart of passing traffic, somewhere along a major route.

Invest in Look and Feel

The look and feel of your stand definitely matter when attracting passing traffic but, more importantly, the stand will be a direct reflection of your brand so it needs to send the right message – welcoming, professional, slick, and to the point.

The look and feel of your stand at the trade show also extend to those who work on it. It mainly requires common sense: staying stood up, ready to greet your prospects, to smile and make eye contact etc. This requires you to choose the right staff and ensuring they’re well prepared for the event – if you’d like to read more we have a full Guide For Your Exhibition Staff on our Blog.

Demonstrate Your Products

As an online merchant and an attendee, showcasing your products in person is a powerful and unique opportunity to showcase your products live in action and quickly convert those impulse buyers.

This is particularly powerful if you’re launching a new and exciting product since 92% of trade show attendees say that their primary reason for attending is to look for new products. You’ll be able to create a real buzz and boost your brand awareness by rolling out a new product in front of a potentially large audience.

Also, remember, you can make it fun – create games and competitions to draw in a crowd, once you have a crowd more people naturally become interested.

Harness the Power of Technology

The potential for technological additions to your trade show are almost limitless and can help you deliver an unforgettable experience and look like the cutting edge brand you want to be.

A trade show represents a great opportunity to represent a demo of your website or product on a large led screen (Why Outdoor LED Screens?) or even provide a walkthrough demo – always a successful tactic at trade shows.

Promotional Giveaways and Perks

Promotional items remain a go-to technique for many trade show exhibitors, because after all, who doesn’t love freebies.

Of course, there’s the risk of handing out items to freebie-seekers who have no interest in buying your product but these people are generally the minority.

Ultimately, your giveaways should be very inexpensive items and can serve as great ice breakers when it comes to starting and establishing conversations and relationships.

Wifi Party

As we previously mentioned, giveaways work well for attracting visitors, but this issue needed its own section because Wifi connectivity is still a major issue at trade shows. To combat this, exhibitors can capitalise on the lack of good coverage by providing their own free wifi for attendees.

Complimentary wifi needs to be tied in some way to your product or service, this will be particularly desired by freebie-seekers. However, you can use this as a data capture exercise by having a login page where they enter their details in return for some free wifi.

Generate Leads

It’s a great feeling to have traffic flowing to your stand, but the next steps are every bit as important. To turn visitors into leads, you have to collect their details – here are a few ideas to get you started.

Trade show staples like the business card in a bowl work well but there are many other great ways to entice people. Friendly competitions tailored around your product will help ensure you gather the right crowd and the right leads.

Another thing to consider is, the show apps that most forward-thinking exhibitions are now offering. Each visitor attending the show will be allocated a badge with a barcode which contains all of their information. With a quick scan, you can make life easier and have instant access to their details without all the waiting around to fill out forms.

Final Thoughts

Over the years, we’ve seen many new and exciting ways to market your business – but trade shows remain an old time favourite because of the benefits and value it can add to your business.

Spread the word about your presence at the trade show, both before and during the event. Show off your product and use the technology available to deliver memorable experiences that help you stand out. Do something different and impactful so that you can generate good quality leads and grow your business.

All it requires is some creativity, smart communication and tech awareness. Following the tactics described in this post you’re giving yourself a great head start in driving relevant, targeted foot traffic, whether you are a beginner or an old hat when it comes to trade shows.

5 Reasons Why You Should Exhibit


In today’s digital world when it comes to ROI no other form of sales and marketing compares to the face-to-face element of an exhibition show.

Up until  now, we’ve given you countless hints and tips on how to plan and manage your exhibition. But, what we haven’t done, is given you the reasons why you should exhibit at one in the first place. Which is why, this week we thought it a good idea to give you 5 simple reasons why you should exhibit in the first place

From visibility to credibility, attending an exhibition/trade show can help you establish your presence within your industry. It’s the perfect opportunity to network with other businesses, but most importantly, you can use it to reach out to new and existing clientèle and build a more established brand.

As a result of the digital revolution, people are now bombarded with messages of all types. Now more than ever – it takes a special kind of message to stand out from the crowd, and attending an exhibition adds a personal touch to your marketing that just can’t be achieved online!

1. Sales

The main reason companies love-attending exhibitions, is because of the major economic benefits it can produce. Depending on your product or service, an exhibition/trade show can be a highly effective tool to obtain immediate conversions from keen impulse buyers, especially if you have enticing promotional offers.

2. Strengthen Your Brand

Branding is fundamental to your company’s survival. This is particularly true for small startup companies. Being in a room full of established businesses helps to create a powerful psychological image that will help visitors see you as a more established brand.

Also, we can all agree how wonderfully convenient and efficient electronic communication is, but face-to-face is always more powerful. Why? Because it’s personal. In a world filled with technology, you’re more likely to receive a response from a handshake and a brief business conversation than a cold and generic promotional email.

3. Keep up With Your Industry

New products, services, technologies and competitors! All under one roof. It’s important to keep up with your competitors and the industry in general to see what is new out there.Though you don’t have to exhibit to learn about what’s new in your industry, why waste the valuable opportunity to see how your competitors are really looking ?

4. Presence

Your absence could give the impression that your company is disengaged from the industry. You’ll be giving competitors the upper hand by losing the opportunity to affect perceptions. So show up, and let everyone know you’re still in the game.

5. Grow Your Marketing Database

Data is of unquestionable value to a business. Exhibition/trade shows are the perfect opportunity to network and scope out potential clients. You can expect to gain 40-50 qualified leads in a matter of hours – a rate not possible through any telecommunication method.

The data collected from both qualified and unqualified leads, gives your team the necessary resources for future marketing material.

Are you ready to start exploring the benefits that exhibiting can bring to your business?

A lot of businesses are put off by exhibitions because of the cost involved. Between stand builds and space costs to training staff and travel arrangements, it’s a costly process. However, like any other form of marketing, with the right strategy, an exhibition can be very profitable.

If you were unsure before, we hope this has convinced you of the immense benefits exhibitions can bring to your business. Yes, it’s an investment, which has it risks, but with careful planning, targeted marketing and lots of networking, you will inevitably see a long-term return on your investment.


The Importance of Body Language when Exhibiting

The Importance of Body Language when Exhibiting

Actions do indeed speak louder than words, so what are your actions saying?

In last week’s article we discussed the importance of having staff with people skills manning your stand at an exhibition. This week, we go a layer deeper to discuss the importance of body language. A non-verbal communication where we express our thoughts, intentions or feelings through physical behaviours like facial expressions, body posture, gestures, eye movement and touch.

The effectiveness of body language speaks through the statistics. Did you know that according to the Behavioural Science Consultancy, 55% of the messages that we convey to other people are through non-verbal communication – body language – whilst only 7% are through words. This makes it an indispensable skill to perfect and relate to your potential customers.

Regardless of what you say, people will make assumptions based on how you conduct yourself and, while you can’t stop them from speculating – there are things you can do to make those assumptions work in your favour.

To simplify it for you, we’ve created a list of positive and negative body gestures to consider and avoid so you know the principal dos and don’ts of body language;

Positive body gestures

  • Walk/stand upright – an open posture opposed to a slouched one, demonstrates confidence and makes you more approachable.
  • Shake hands confidently – a weak grip doesn’t inspire confidence, equally so trying to crush them like a WWE wrestler is only going to distance them from you. Be firm, but friendly.
  • Nodding – it shows the other person that you’re listening and are interested in what they’re saying. Only nod when you really agree with the person so you don’t run the risk of over-nodding.
  • Steady and consistent eye contact – eye contact is a sign that you’re paying attention and fully focused on that person. It’s respectful and engaging on a personal level.

Negative body gestures

  • Biting nails – not only does this come across as a bad habit, but it demonstrates that you are not focused on the other person. Hardly professional as well, right?
  • Getting distracted – looking around the visitor when you’re talking to them and just not giving the person your full attention can be irritating and you risk losing their interest.
  • Using body language that can be easily misunderstood e.g. winking may seem friendly, perhaps even cheeky…you may even think it adds personality, however it can be considered as as very unprofessional and really should really be avoided..
  • Bad Posture – Slouching, swaying or resting on one hip makes you look bored and disinterested.
  • Physical Barriers – Crossing your arms or any other physical barriers will limit your ability to connect and deter visitors from engaging in conversation with you.

To sum up

Body language comes to us spontaneously and naturally. All you need to know is how to interpret and develop them so you can use them to your advantage at your exhibition.
It’s a skill that should be finessed and perfected because its impact is far greater than any sales pitch in the world.

Be conscious of your body language and facial expressions. It can make all the difference when converting those crucial leads into loyal customers.


People Skills – A Guide for Your Exhibition Staff

People Skills - A Guide for Your Exhibition Staff

An Exhibition Staff With Good People Skills Will Be Your Biggest Asset

In today’s virtual age, where many rely so heavily on internet-based sales and marketing strategies, many forget that the powerful method of winning over a customer is face-to-face selling. Why? Simply put, because people trust people.

Your visitors will judge your entire company based on their experience with your staff. So, do your exhibition staff know how to make a good first impression? Quickly build a rapport? Or start, control and end a conversation? Those are all key components to consider when handpicking the people who will either be your the biggest asset or liability when it comes to your exhibition show.

With the contact between visitor and staff being critical, for customer acquisition and retention, do not let a poor team be the reason your exhibition fails. In order to have a successful exhibition, here are some factors to consider when managing your stand staff.

Choose the Right People

Having a great looking exhibition stand is simply not enough – you also need the right team manning the stand. Your staffs’ attitude, appearance and body language as well as their knowledge of your products/services is so critical for the future relationship with prospects and clients.

Take time when selecting your exhibition team. This process should not be rushed. Consider the following criteria when selecting your team;

  • Personality
  • Confidence
  • Previous experience and performance on the stand
  • Product/industry knowledge

Listen More than Talk

Business surveys suggest salespeople talk more than they listen. The staff you select for your stand have to be good listeners. They must be able to think of their feet, extract information and offer your visitors tailored responses.

Here are six bad habits to avoid;

  • Doing all the talking
  • Interrupting when someone else is talking (our personal pet hate)
  • Not making eye contact
  • Fiddling with things in your hands
  • Being too serious

Dress for the occasion

After investing in the best looking stand, it’s important you and your staff maintain the same standard of presentation. How you dress for an exhibition can be determined by several factors, such as type of industry you’re in, company values and overall practicalities of the day.

You can achieve a standardised level of personal presentation by establishing a ‘dress code’. It’s the best way to ensure your team is in unison. Whether it’s a matching colour, style or company t-shirt, a unified look makes your team stand out and identifiable by customers.

Keep your Exhibition Staff Motivated

Keeping your team motivated throughout the whole exhibition can be a challenge. Particularly when traffic is slow during the final hours of the show. Which is why first and foremost, be certain that everyone wants to be there, this will make motivating them 10x easier.

In order to truly energise the troop, create a fun, positive and reinforcing environment. Provide them with regular breaks so they’re able to rest their feet, get some food or drink to re-energise.

Assigning your team personal targets or having friendly competitions such as e.g. who can get the most leads in a hour, keeps the exhibition fun and exciting.

Finally, recognition, and positive reinforcement is a powerful motivator. If they’re doing a good job be sure to acknowledge their hard work and if not, then offer them constructive criticism so they can improve.

Dealing with the enemy

Exhibitions can be a battle field, ground for espionage with competition at every corner. Your exhibition staff need to be on their toes and aware of their surroundings.

If they’re observant enough they’ll find that competitors often give themselves away quickly – they know far more than your average visitor, or they’ll ask probing and specific questions, trying to extract information. This is where ‘listen more than talk’ can be extremely handy.


A successful exhibition requires much more than a great stand: it needs a compelling, knowledgeable and motivated team to uplift your company and gain those leads. It’s up to you to take the initiative and approach visitors; unlike street stands, they’ve intentionally attended to see what you have to offer them. So don’t be afraid to interrupt passersby and start a conversation.

By taking the extra precautions when putting together a team  you are guaranteeing yourself a successful and prosperous show.

Make Your Exhibition Design Stand Out With 5 Easy Steps

Make Your Exhibition Design Stand Out With 5 Easy Steps

A great stand won’t only attract visitors, it will also keep them there!

Did you know? In 2002 the average attention span of a person was 12 seconds. Well according to research, that has now fallen to 8 seconds in 2015, which is less than the average attention span of a goldfish.

If you’re asking yourself, with such a small amount of time to attract and engage, how could I possibly attract visitors to my stand? The answer is your exhibition design! It is a crucial step towards a successful exhibition. Your design should be exciting, inspiring and striking, just like a moth to a flame. Afterall what’s the point if you don’t stand out at a show? Using light and colour to entice prospects towards your stand and away from your competitors is the number one priority as time is ticking from day one of the show until the end.

Unfortunately, exhibiting can also be a costly investment and getting a maximum return on your investment is a very important factor as we all know. Though with the following tips you’ll be able to enhance and maximise your exhibition design so that it doesn’t become a lost opportunity.

1. Have a Unique Stand

The exhibition design should be strong, distinctive and noticeable. Exhibitions are an investment of both your money and time. If you’re going to make that commitment, ensure that your exhibition design will drum up some interest. The use of lights, vivid colours and bold, professionally made graphics are very effective in drawing some attention but most importantly it separates you from your neighbours.

If you’re having a brain fuzz, why not check out some of our Custom Built-Stands for a little inspiration to get your creative juices flowing.

2. Make Versatility a Priority

A simple design, more often than not, is the best design. Focus instead on having an exhibition design that is accessible and inviting. There is nothing more offputting than obstacles or a cluttered and overwhelming stand. Remember, it should be a representation of your brand and you’ll want prospects to leave with a positive impression of your company and products and/or services.

You will never get a second chance to make that first impression again, so make the first one count.

3. Use Effective lighting

Lighting is always overlooked, many don’t know the huge difference that it can make on your stand. Your exhibition design can incorporate different lighting options to emphasise key products or areas of interest on your display. For example, if you launching a new product and want to make it more prominent, a spotlight will put more emphasis on that particular section.

In fact, you could even take it a step further and use different colours to make your display unique or create an effect that is in line with your brand.

4. Have Interactive technology

By including anything interactive in your exhibition design, you will pique the interest of potential customers, therefore guaranteeing increased numbers to your stand. Using screens to showcase products and promote your message is an effective way of drawing attention and enticing visitors over to find out more about your business. Gadgets are fun and interactive, and people will visit your stand to experiment with them, giving you the opportunity to talk to them and give them more information about your company.

Check our Škoda Exhibition to see how we increased their visitor engagement with an interactive photographic display.

5. Entertainment, Entertainment, Entertainment

Providing some entertainment on your stand as part of your exhibition design will give your display the edge over your neighbours. You could have a live demo or a workshop. People love to see a product or service in action, it will resonate better with your audience, which could improve direct sales from impulse buyers.

Alternatively, you can also provide freebies, like food or drinks, which encourages people to stop and listen while they finish their refreshments giving you the opportunity to talk about your business. A game or competition could also spark up some interest.

Make Your Stand, Stand Out!

That is the motto that you should stand by when thinking about your exhibition design. First impressions are critical, so getting it right the first time is very important.

To generate those important leads you must capture your audience’s attention over your competitors. Dazzle them with your creative visuals and inspire them  with your design.

Hopefully, you’ve enjoyed this post and gained some new insight and inspiration on exhibition shows.

If you’d like to see some visual examples of fantastic exhibition designs, please feel free to browse through Our Work. Alternatively, contact us on 0844 222 1255 or if you need help with your next project or just want some advice on uplifting your existing ideas.

If you’ve enjoyed this post you’ll definitely want to read our previous post “Why Outdoor LED Screens?” or if you want to start planning your exhibition you have to read our post “ What Does A Typical Exhibition Brief Look Like?

Why Outdoor LED Screens?

Why Outdoor LED Screens

Bring some added appeal to your stand with an outdoor LED screen.

What do you think of when you think of Times Square and Piccadilly Circus? Bright lights? Eye-catching? Visually appealing? Well, what if you could use that same concept at an exhibition event? You can, with outdoor LED screens!

Though there are many great ways to attract visitors to your stand at an exhibition, none are quite as effective and versatile as outdoor LED screens. Using this digital feature gives your stand a clean and modern look, and is a great way to present information to your potential customers. But this is just the tip of the iceberg. There are many more reasons why you should use outdoor LED screens and here we explore those reasons in more detail…

Eye-catching and high impact

You don’t have to be an expert in user experience to know that, in comparison to a standard exhibition stand, an outdoor LED screen is fundamentally better at attracting visitors. They add a unique feature to a stand that makes it more eye-catching and  visually appealing than a conventional display. The brightness of the screens also means that they can be used under almost any lighting, and have a larger visibility range which will draw visitors from across the exhibition.

Appeal to multiple senses

Another great feature of outdoor LED screens is that they appeal to both audio and visual senses. Most standard aspects of a display will attract visitors based on one sense or the other, but these screens provide a multi-sensory experience through which potential customers can learn about your business or products in a more interactive way.

Informative display

An outdoor LED screen can provide as much or as little information to your potential customers as you like. They can be used to feature one constant image or show alternating images or text to convey a larger amount of information without being too overwhelming. They are much more interesting to look at than a brochure and people are more likely to take in the information if it is displayed in memorable format.

Adaptable sizes

Another great advantage of outdoor LED screens is that they are available in a variety of sizes to fit virtually any requirements. Stand sizes vary so it’s important that any additional equipment can fit in the space available. The great thing about outdoor LED screen is that they can be made to display your message at a size that suits your stand design.


For those who exhibit at events regularly, outdoor LED screens are an ideal way to display different information to suit each exhibition. The images or text that features on the screen can easily be changed and it is a far more cost effective way to adapt your display for each event


And so the visual and sensory impact from outdoor LED Screens is beyond compare. For maximum impact and a higher foot traffic at your stand there is no better option. The digital features will give your stand a contemporary and modern feel. With adaptable and reusable screens, it’s perfect for those attending more than one exhibition. And of course it’s also the fastest way to present information to visitors at exhibitions.

An outdoor LED screen will give you that necessary ‘wow factor’ that you need to stand out from the competition. Let me assure you that there is no better way to showcase your brand than with this eye catching, sleek technology.

If you’ve enjoyed this blog, we think you’ll love our previous post on NEC Birmingham and why is it the number 1 venue in the UK, if you’re interested in finding out more then read that article here.