The Russian exhibition market is on the rise. Specialized national exhibitions are getting ever bigger, and the number of their participants is growing. Russian companies are going abroad and presenting their products at international exhibitions.
When they meet their competitors at exhibitions, exhibitors are fully aware of the serious nature of exhibition competition. In this context, a professionally designed exhibition stand with an original appearance is one of the most effective ways to attract the attention of the target audience. Of course, an advertising campaign, both before and during the exhibition, as well as training staff to work at the stand, are just as important, but it is the exhibition stand to which visitors pay most attention.
Exhibition stands are designed and built by exhibition stand companies. Information about them can be found in special exhibition catalogs or on the Internet. It is not easy to pick a reliable partner out of the wealth of stand-building offers. It would be good if there was some sort of authority giving advice on whom to choose, but what if there isn't one? One has to act on one's own.
The first danger on the road to taking part in an exhibition is the agent -a third party mediating between the exhibitor (the customer) and the exhibition company. An agent is a legal entity that makes use of the fact that companies with a strong interest in taking part in an exhibition may not have much time, or may wish to save money, to offer its services. In this connection, the agency itself searches for an exhibition company and passes the contract onto it, trying to earn substantial commission. As a result of the unprofessional activities of agents, the substantial reduction in their budgets, and the lack of "direct contact" with the company, customers can end up with a headache, and exhibition companies with unsatisfied customers.
The second danger is private design studios. Their exhibition services include only the ideas and graphic design for exhibition stands. People who have learned how to use graphics programs, but have a less than perfect grasp of the nuances of construction and do not know the technical requirements of exhibition stands, constitute a serious threat to your exhibition budget and to your participation in the exhibition.
The logical approach to choosing an exhibition company is to look first for one that fulfils its main functions (renting exhibition space and building stands) well. If the company provides a full range of services (consultation on the development of ideas for the exhibition; professional design; exhibition space rental and stand construction; booking accommodation and welcoming guests; dealing with visas and insurance; cargo transport and customs services; organizing presentations and PR campaigns linked to the exhibition and the stand; producing printed matter and souvenirs to be handed out at the exhibition, etc.), this is an added bonus.
Exhibition companies advertise not only in exhibition catalogues, but also in specialized industry publications and the media in general.
If an advertisement attracts your interest and you want to find how true the information in it is, all you need to do is make two short, but very interesting and indicative journeys -one to the exhibition company's production base, and one to an exhibition to see one of the company's stands being set up. Major exhibition companies constantly deal with such requests.
Be observant on these visits and pay attention to every stage of the exhibition stand construction, from the production techniques to the professionalism and orderliness of the people setting up the stand at the exhibition. Take advantage to talk to whoever ordered the stand and get their opinion on the company. All major exhibition companies constantly work together with exhibition centers and state bodies, and are also members of chambers of commerce. Many have their own representative offices and production bases around the world.
Working with a major exhibition company brings the following advantages:
- a professional approach to the Customer's requirements;
- stand construction at lower cost but with higher quality;
- reliability;
- timely delivery of all services ordered.
Exhibition companies operate in line with one of the basic principles of business: "Long-term contacts bring more profit per unit of service than short term ones." It is possible to order exclusive stand components (an information desk, showcases, logos, lettering, etc.) for use at three or four major exhibitions. A professional exhibition company will not abandon the Customer at a difficult time and will do everything to make the latter's participation in the exhibition as effective as possible.
