Lesson 3: Your Exhibit Space… A Storefront for a Day
Your Exhibit Space is a representation of your brand, and as such should reflect that brand from the floor covering to the lighting, to the smallest decor detail. Your logo is the face of your brand, and as such all other items in your marketing and advertising arsenal should reflect the colour palette, font and style represented in your logo.
At Caneast Shows, a floor covering for your booth is mandatory. This is a very real benefit for your staff’s feet, and for your potential sales! In fact, those exhibitors who invest in a flooring that reflect their brand in a unique and creative way see almost twice the foot traffic. Imagine… a rustic woodplank flooring to represent a homemade preserves company… red gingham table cloths laid out on a kitchen table with a cozy spread of samples…. inviting, isn’t it?
Speaking of samples… Handouts are KEY! Those folks who take the time to prepare some form of unique sample, or an enticing reason to drop by and visit your booth always perform well at a Caneast Show. Using scent is also a subtle and clever way to attract people to your booth. One smart Home Builder Exhibitor uses a toaster oven in his kitchen display to bake pre-made chocolate chip cookies for attendees. The benefits of his plan are two-fold. The scent of fresh baking really draws folks in, and most of them stay to chat while they finish their cookie!
Lighting is another important factor in your exhibit. Brighter booths tend to have more traffic. Equally, adding a table or floor lamp creates a warmer ambiance in the brighter, fluorescent lit event hall. Your lighting adds more than form – it also adds function – drawing people’s eye to your merchandise, sign or display, and keeping them browsing longer.