An exhibition setting is a uniquely challenging environment, as not only are you in direct competition with other brands interests, but you also have to appeal to your potential consumer base. With this in mind, optimizing the point of sale experience in the exhibition setting is doubly important.
Firstly, it is important to iterate that all exhibition displays will, or at least should, be different, as this is the most simple and effective way to assure your presence at an exhibition. However, there are still some techniques that should be effective across the board:
As exhibition is all about presence, you want to make your exhibition display aesthetically effective. But on a more simple level you should endeavour to make your physical presence as large as possible.
One way to do this is to have extraneous tendrils attached to your stall, which can be in the form of, for example, brochure racks and brochure stands, which will not only create a larger point of sale, but will also give you an increased advertising potential.
On a similar note, you will only gain a person’s attention long enough to make a sale if you give them enough appropriate stimuli, and therefore adding different media, such as brochures or even free gifts in brochure stands, to your display will help you to reach that all important point of sale.