Comportamiento efectivo del stand

2,061 views

Published on

Comportamiento efectivo del stand

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,061
On SlideShare
0
From Embeds
0
Number of Embeds
1,504
Actions
Shares
0
Downloads
29
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Comportamiento efectivo del stand

  1. 1. Stand design& decoration Bogota, Colombia September 2012 Joost Pierrot & Christophe Landuyt
  2. 2. Stand design & decoration Ownership & production matters Situation within the halls Types of stands Sections and functions of stand Group standsSome (very) good & (very) bad examples
  3. 3. Stand design & decorationEXERCISE:Make a (draft) sketchof your (fictional) stand.Indicate approx. sizes, key elements and limits withadjacent stands…
  4. 4. Ownership & production mattersAs an exhibitor, you have the choice between renting boothspace only (naked square meters) and renting a fullyequipped stand, - or anything in between.Further, specialised suppliers offer the choice between tailor-made booths and modular booths and building systems, - oranything in between.Lastly, you as an exhibitor can choose the range of servicesthat should come with the booth: mounting & dismantling,storage & disposal, re-use…
  5. 5. Ownership & production mattersTraditional woodwork: + Freedom of forms - Building Time Aesthetics After-use Sturdy ReusabilityModular booths: + Fast to build - Cost (message) Reusability Aesthetics Environment No complex formsHybrid stands: best of both worlds
  6. 6. Most stand contractors offer severalnegotiated alternatives: Buying: Ownership & On completion, the exhibitorhas full ownershipproduction (and responsibility)of the stand and its components. matters Renting: On completion, the exhibitorhas the right to use the stand and its components for the durationof the show. Leasing: Construction & dismantling,transport and storage for several shows. !! "Designed here, built there" -networks
  7. 7. Ownership & production matters Ideally, the timing for stand design and assembly takes 6 to 9 months: Register with organizer (D - 9 months) Briefing and rough stand design (D - 8 months) Planning assembly and disassembly (D - 8 months) Construction of booth (D - 6 to 2 months) Preparing furniture, equipment and exhibits (D - 2 m.) Compiling material (D - 3 to 1 months) Transport of material (D - 4 to 3 weeks) Assembly of booth (D - 2 – 1 week) Handing over of booth (day before trade fair) Disassembly of booth Transportation to company, repair and storage
  8. 8. Situation within the hallsMost visitors develop typical behaviour as to whento arrive and how to walk through the halls.Several parameters determine which sections ofwhich halls will be busy at what moments: - Origin of visitors (local - national - international) - Interest of visitors (seminars, special events) - Segmentation of halls (horizontal - vertical) - Preparatory matchmaking (e.g. Royal Dutch)Exhibition targets determine the best site: - Existing customers vs. new customers - Transaction vs. information - Demonstration vs. market research
  9. 9. Types of stands Criterion N° 1: Number of open sides 1 = Aisle stand 2 = Through stand or Corner stand 3 = Head stand or Corner stand 4 = Island stand 4+ = Avenue stand
  10. 10. Discover the booth types…
  11. 11. Sections and functions of stands In general, a stand has several functions at the same time: - Draw attention - Spread a message/create an image - Place to show / explain something - Host booth staff & visitors (work & play) - Front desk & logistical desk - Hospitality point - Information point
  12. 12. Sections and functions of stands
  13. 13. Stand design: some rules of thumb Choose the users perspective Answer to "What is in it for me?" Have a prominent eye-catcher Keep it simple Be consequent (targets, identity, promises, behaviour…) Use the 4 and 15 yo rules Try a zest of humor
  14. 14. Some examples:
  15. 15. Some examples:
  16. 16. Some examples:
  17. 17. Some examples:
  18. 18. Some examples:
  19. 19. Some examples:
  20. 20. Some examples:
  21. 21. Some examples:
  22. 22. Some examples:
  23. 23. Some examples:
  24. 24. Some examples:
  25. 25. Some examples:
  26. 26. Some examples:
  27. 27. Environmental considerations:
  28. 28. Group stands A. Preparing a project B. Selling a project C. Managing a project
  29. 29. Group stands A. Preparing a project Finding the right show Finding the right participants Finding the right place Finding the right theme
  30. 30. Group standsB. Selling a project Use visitor motives: - Information on new products 48% - General market orientation 41% - Increase knowledge 34% - Exchange of experience 29% - New business contacts 23% - Preparation of decisions 17% - Concluding purchases 7%
  31. 31. Group stands B. Selling a project Use trade show assets: - plenty of contact opportunities - 1-to-1 communication - business / market community - faster buying cycles - guaranteed/qualified visitors - media concentration
  32. 32. Group stands B. Selling a project Use group participation assets: - all planning aspects looked after - higher visibility - communication coaching - travel & stay arranged - lower costs - lower risks
  33. 33. Group stands C. Implementing a project Team management Technical management Communication management Destination management Day-by-day management
  34. 34. Group stands C. Implementing a project Team management - Create a project team Different competences Second opinions Contact persons Ambassadors
  35. 35. Group stand rules of thumbSay no to: Techie style exhibits Nest builders Non-visitor oriented activities Irrelevant gimmicks Anything far-fetched Endorse: Exhibits respecting 4 rule Open area concepts Involvement of participants Booth staff training
  36. 36. Q&A
  37. 37. What did we learn fromthis presentation?1) The best place on the floorplan dependson my participation targets.2) Stand design and communication haveto be simple, straightforward and apealingto visitors.3) The 4 second / 14 y.o. rules!
  38. 38. For moreinformation:WWW.CBI.EU

×