It has long been known that information is the most valuable thing in the world. And you can obtain the most accurate information by taking part in a good industry exhibition. A correct approach to choosing an exhibition, allied to good work on your stand, can bring you not only new clients but also information about the market that interests you, the state of the industry, and development prospects. You can always find something new at an exhibition. You can discuss issues and discoveries with leading company figures and assess what niches in the market there are.
If you have no personal experience of participating in exhibitions, it won't hurt you to consult specialists who can advise you which exhibitions you would be best off taking part in, where it would be best to set up your stand, and what that stand ought to look like. This was why we went to the exhibition company ExpoGlobal Group, experienced specialists in the exhibition field, to get answers to our questions.
Speaking for the company is the Commercial Director, Elena Aleksandrovna Khilchenkova.
- Elena Aleksandrovna, what is most important in setting up an exhibition stand?
- We have been involved in building exhibition stands for exhibitions in Moscow for ten years, and, naturally, we have acquired a fair amount of experience in this area. And it is always nice for us when a client of ours who has been working on an exhibition gets a good response. The stand plays a big part here. First and foremost, the stand must be attractive and convenient to work with. The stand is your office for the five days of the exhibition. This is why, when working with our clients, we pay special attention to drafting the technical specifications. To build a good stand, we need to know a lot about the client, from its aims in taking part in the exhibition and its products to the sort of take-away material it intends to have at its stand and how many people it plans to have staffing it. The more precise the technical specifications, the more professionally and effectively we can do our work.
Once the size of the stand and the technical specifications have been discussed, direct work on creating the stand begins. Our designers show you a three-dimensional image of the stand with the help of computer graphics, where you can see not only the elements of the stand, but also how the exhibits will be lit, and where shadows will fall. At this point joint work begins that will continue until the exhibition opens.
- Tell us, Elena Aleksandrovna, how can one make ones stand get noticed amongst the numerous other exhibition stands?
- For this, the stand must not be too small. From 20 square meters up, we can start talking about elements of exclusivity. For instance, we built a stand for the cosmetics firm Dzintars. With the help of simple, standard structures, we managed to create an atmosphere of old Riga. In addition, space was allocated for displaying perfumes, colognes and lipsticks, and there were showcases for product assortments. This is an example of how, without making any special expenditures, it is possible to present a company at an exhibition and create a favorable image for it.
- But maybe in such cases there's no need to try to create large and exclusive stands?
- I don't think so. Exhibitors have long realized that large exhibition stands attract a significant number of exhibition visitors, and, correspondingly, a large number of potential clients. Large stands are easier to divide into work zones, for promotion events, conferences and meetings. If work on a stand is done well, the exhibit usually pays for itself.
When constructing original stands, it is possible to be creative. I can cite as an example here the Maisky Chai company, who build original stands when they take part in exhibitions. The most important thing for them in building a stand is natural materials, which are associated with the natural character of their products. The company creates a festival atmosphere. And, naturally, this festival mood is projected onto their products.
Every stand we work on with the Maisky Chai company is a joint effort that is built on trust and brings us together. While setting up the stands, we are generous with our time, doing overtime if necessary, since we all understand that we are involved in a common cause that will bring its rewards. If Maisky Chai strive for maximum naturalness, the companies Demos and Diamond Communications have another principle. They build spacious stands using European-style structures. Here the modern technology in the construction of the stands is associated with the advanced communications technology. They have their own way of working with potential clients and dealers: they run specially prepared training programs, presentations and conferences at their stands. For this, they need a projector, comfort, and a sense of reliability. And our problem is to maximally ensure these. The problem is difficult, but with joint work it is interesting and solvable. And, as a result, these companies' stands are popular with exhibition visitors and the press.
To sum up, if you consult a professional building company when you need your stands building, you will immediately save yourself a lot of problems.
Firstly, you will get an exclusive stand unlike those of other companies, where you can put all your ideas into action.
Secondly, with an experienced builder you will have no problems with importing and exporting equipment, with firefighters and electricians, with filling out documents, etc.
Thirdly, there will always be someone to ask about unfulfilled terms of the contract, or to change something in the stand layout while the exhibition is being set up. Fourthly, components of the stand can always be used in other exhibitions, which will save you expenses on producing a stand.
