The trade fair stand is your platform for direct sales to companies and individuals. It is the physical space for your customers, where you can make yourself known, promote your brand and even sell your products. For all these reasons, it is important that you take care of every single detail and make the most of all its advantages..
The stand background: a key element
Whether it is a craft fair, a specific sector fair or an international fair, it is highly recommended that the stand has a backdrop whenever possible -and if the organisers of the event allow it-. Visually, it is a backdrop that delimits the depth, making the products or elements in front of it stand out. To get an idea – and continuing with the theatre simile – let’s imagine a play in which the actors have no backdrop, in the open air. Our attention will have to work harder to follow the actors’ performance, as the environmental elements can distract us or distort the message. Returning to the case of a trade fair stand, this would mean losing the attention of your customers to your competitors.
So, it is advisable to design your exhibition stand as a cubicle, with a back, a base and a roof (if it is outdoors). What about sides? It will depend on the design, but if you choose to place side walls on your stand you should bear in mind that you are limiting the view of the interior. For example, if your stand is located on a street, in line with other stops, if you place walls or fabrics that cover all the sides, your customers will only be able to see you when they are right in front of you. The sooner they see you and know what you do, the sooner you can start projecting your brand, be recognisable and sell your products.
In any case, the sides and back should be securely and stably positioned and allow you to enter and exit the stand with ease.
Materials to make the background
Much will depend on the type of fair and stand, as each fair has its own rules and conditions. If it is a medieval fair, a stretched or ironed curtain-type fabric can be useful. Check that it is easy to put up and that the thickness allows light to pass through, but does not let you see through it.
For outdoor fairs, where there is always the variable of rain or wind, the fabric should be somewhat more rigid and waterproof (awning type or printed canvas), which you should secure with counterweights and fixings to the main structure.
Alternatively, there are rigid panels such as PVC, synthetic, wood, plywood or MDF which are much more stable… and expensive. They require a more laborious structural assembly, but you will get an image much more similar to that of a small physical shop. In addition, you can use the background as a support for shelves, cabinets, photos, mirrors or other decorative elements.
There is a mixed option, which combines fabric and rigid materials, ideal for medium-sized products, such as crockery, bottles or figures. This involves creating a backdrop in the form of a wall with boxes, wooden cubes or other modular elements. The structure is firm and allows products to be displayed inside. In this way you gain an extra back wall and an extra commercial surface. Optionally you can keep a background fabric to cover the back. But keep in mind that this option is not always viable, it must be secured to the main structure of the stand to prevent it from falling and that only cubicles 70cm or more above ground level will be commercial (below would be visually too low).
The colours of the trade fair stand background
To save costs and visual burden, it is advisable that the background is only one colour. Opting for white, a neutral tone or the corporate colour of your company would be the most advisable. Never lose sight of the fact that your stand is focused on selling your brand and product, not its own architecture, so the colour combination will be focused on highlighting your products.
Opting for bolder colours, such as yellow or red, will make you stand out from the competition, but you must ensure that it will still highlight your products and respect your professional brand.
The importance of your logo and company name
The stand background may or may not have content. If the width is very limited, equal to or less than 2 metres, the information that appears on it should be clear and direct: the logo and the name of the company. If you have more space, you can add more content: a photo of the product, an inspirational drawing or even the contact telephone number and website. The ideal height for this information is between 100 and 180 centimetres high if your exhibition stand is about 2 metres high. If the height is greater, it should be placed at a proportional height, legible from near and far. In any case, it should convey space and elegance, never overload the eye or give the impression of over-information.
If you want to add your name and contact but are unsure if you have enough space, you can place an A3 panel on the counter or head table, as well as hand out your contact cards.
Remember: at trade fairs, whether craft or multi-sector, you may not always get the sales you expected. Many of these sales are not always made instantly or on the spot, but come after several follow-up sales calls and a few emails. For this reason, it is important to make it clear who you are and what you do.
If you have any doubts about how to promote your brand, contact us. We offer you advice on marketing specialised in artisans to make your project known, reach your audience and increase your sales.
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