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What Does Your Exhibition Stand UK Design Say About Your Business?

By Christian Aird Subscribe to RSS | June 20th 2012 | Views:
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Every business has its own characteristics. That’s what makes the business world work. You develop a brand with a unique selling point. And you try to place it in your market in such a way that it becomes the preferred provider for a product or a service. Your exhibition stand UK design has to take that same USP and reflect it, often in a very compact and efficient manner.

The logistics of most business branding exercises fall into place over time. That is to say, you develop an idea for your brand; you roll that out through the graphic design and media associated with your company. You run advertising campaigns and position yourself accordingly.

With an exhibition stand of UK, things are a little different. The whole package has to be presented to an audience that might not know what you do. Because your target market is not necessarily the same thing as the target audience you have at a trade show.

A trade show is called a trade show for a reason – because most of your function there is to whip up some business connections with other businesses in your industry. That means advertising to a group of people, who have a slightly different end use concept than you do.

For example, how many of your prospective business partners understand your brand? Your customers might but you’re not looking to sell product and service to Joe Public here. Your exhibition stand UK is about presenting your brand as an attractive prospect for investment and for partnership.

So, in essence your stand has to tell the whole brand story from scratch and in a much encapsulated fashion. You can include video presentations within the stand, of course, which helps – but visually and dimensionally, it needs to already be shouting your story from the trade show rooftops. So, a prospective client or new business partner can look at it and say, I know exactly what this company does and I can see how it fits into the pantheon of the market sector in which you both operate.

It is this concept of fitting in that is most important for the exhibition stand design. It stands to reason that everyone at a trade show for a specific industry does things that fit with that industry – otherwise they would be at a different trade show, for some other kind of industry.

So, your potential investors know already that you have something to do with the industry they are interested in. What they want to know is – what is it and how do you fit into the bigger picture?

Let’s use motorbikes as an example, plucked out of the air. A motorbike trade show will have at least three major areas –off road, leisure and high end bikes. So, your exhibition stand UK design has to quickly align you with one of these target markets.

Now, within that market what do you do? Are you a bike manufacturer or a manufacturer of special parts? What you do and where it fits. That’s what counts.

Christian Aird - About Author:
Christian Aird works in exhibition stand uk design.

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