Exhibition stands have experienced a significant upgrade in their design since the days of a fold-out table and a hastily assembled four pole tent. Now, advanced laser printing techniques combined with superior hardware and media display options make exhibition stands a dynamic and engaging presence on the trading floor. Depending on the complexity of the stand, it may even feature distinct “rooms.”

Hardware

Part of the reason for the revamped designs has to do with the hardware used to assemble the stands. Many stands use a combination of traditional vertical segments with overarching curved struts or support beams. These beams frequently are integrated with lighting, which can add depth and unusual vibrancy to the rest of the stand. The stand becomes more of a storefront and less of a rigidly defined space. In many cases, the stand has no roof, but instead allows the visitor to gaze up into the heights of the exhibition hall. This prevents claustrophobia and makes each stand seem like a destination, and not merely a hold-over point stuffed with merchandise.

The integration of audio-visual components, such as television screens, holographic displays, and digital ticker-tape displays add another dimension to the stand. A casual observer will initially be drawn not only by the innovative look of the stand, but by the activity generated by the audio-visual components. These displays enable the stand owners to offer detailed explanations and promotional footage of their product without making visitors feel as if they are being “sold” to.

Digital Printing and Merchandise

The era of digital printing has also enabled exhibition stand owners to not only create beautiful full-size banners, but a wealth of trade specific literature and DVD’s. These materials would have once been extremely expensive to print and produce for only one show. Now, due to advanced printing techniques, full color glossy custom literature can be generated only a few days prior to the show, and handed out to visitors. Custom DVD’s that come equipped with detailed videos on each of the items being promoted at the show are also relatively inexpensive to burn and distribute.

Again, stand design plays an important part in how this literature and video is disseminated. Visitors do not want to feel as if they are being forced to accept items they have no interest in. However, they do enjoy being able to sample information at their leisure. By having a passive stand with numerous pockets filled with promotional literature, a visitor can casually browse the shelves and select items that they find appealing.

These materials are integrated with the design of stand to create an interactive experience. Unlike previous exhibition stand design, the visitor is not contained at a central checkpoint but rather encouraged to explore. No matter where the visitor goes, he will encounter materials that expound upon the product or service being sold. In this way, the stand manages to function as a highly effective marketing tool without making the visitors or sales people feel pressured or penned in.

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For more info about exhibition stands, please visit the Nimlok site.