06.09.2024

How to maximise your exhibition presence

Key trends and best practices – Our takeaways from CIGRÉ 2024 in Paris

The recent CIGRÉ exhibition at the Palais des Congrès in Paris underscored the growing importance of creating impactful, engaging exhibition stands. For businesses looking to make a lasting impression in an increasingly competitive landscape, a well-executed stand design is no longer optional – it’s essential. We’ve reviewed the key trends from CIGRÉ and outline best practices for companies planning their next exhibition. By focusing on clear messaging, cutting-edge technology, and strategic pre-build planning, you can ensure your brand stands out and attracts the right attention.

Clear and engaging messaging

In a bustling exhibition environment, the ability to communicate your company’s core offering and unique selling proposition (USP) within seconds is critical. At CIGRÉ, the most successful stands delivered concise, compelling messaging that answered two vital questions:

• What does your company do?
• Why should potential clients choose you over competitors?

Your stand design must ensure that this information is instantly visible, with no ambiguity. Clear, concise language paired with bold visuals will engage visitors and set the tone for further discussions. Stands that failed to articulate their offering quickly saw far less foot traffic, as potential leads moved on to booths with clearer, more engaging messages.

Inviting stand layouts that create spaces to draw visitors in

The layout of your booth is pivotal in determining how long visitors stay and how they interact with your brand. CIGRÉ showcased the importance of inviting, accessible designs that encouraged visitors to step inside and engage. The problem is always how to balance the level of detail on stand with the size of stand you have. Stands that have too many assets – whether models, panels or even tables and chairs etc – create barriers and reduce accessibility, while increasing visual clutter.

• Open and accessible entrances: Avoid barriers that deter visitors from entering. Clear paths allow people to flow freely into the space.
• Design for engagement: Create zones where visitors can interact with products or speak with staff comfortably, whether through dedicated demo areas or quiet zones for one-on-one discussions.
• Interactive displays: Incorporate spaces where potential clients can directly engage with your products, fostering a stronger connection and understanding of your offering.

Adding a touch of character can always add something extra to your stand, here a Chinese exhibitor added small pandas to a bamboo side wall. When the subject material is quite sterile, these touches are very effective, often making the visitor stop and consider, giving staff the opportunity to engage and strike up a conversation. 

Effective information panels – Streamlining on-site information delivery

Many exhibitors fall into the trap of overwhelming their audience with too much information. At CIGRÉ, the booths that succeeded in retaining visitor attention displayed key information in a streamlined, digestible format. 

One stand had a large panel with an overload of information, too much of the text was unreadable. This becomes a confusing wall of data. It doesn’t engage with the visitor and makes them less likely to come onto the stand. To compound the error, it sat in front of a model and was unclear how the information related to the model below. Though we wonder if anyone spotted the mistake on the headline?

• Concise content: Keep on-stand information brief and impactful. Focus on high-level messaging that grabs attention and generates interest.
• Readable fonts and clean design: Text should be large enough to read from a distance, ensuring key details are easily accessible. Avoid cluttered designs that confuse rather than inform.
• Detailed information in other formats: For visitors seeking in-depth information, offer brochures or data sheets, or better yet, downloadable PDFs accessed via scannable QR codes. This allows you to share comprehensive information without overwhelming your stand.

The Rise of large-scale LED walls

At CIGRÉ, large-scale LED walls have become a key design trend, transforming exhibition stands into dynamic, visually arresting spaces. These high-resolution displays not only grab attention from across the exhibition hall but also enhance brand perception by delivering engaging, animated content.   

• Dynamic content: Use video, animation, or interactive elements to tell your brand’s story in a compelling way. Avoid static imagery—motion draws the eye and holds attention.
• Live presentations: LED walls are ideal for showcasing live demos, product announcements, or company presentations, all of which build buzz around your stand.
• Enhance brand visibility: By integrating brand colours, logos, and messaging into your digital display, LED walls act as a focal point that reinforces brand identity and professionalism.

One key element that is often overlooked is that when stand real estate is limited, an LED wall can be used to convey multiple messages that there may not be space for on the booth. The technology is also evolving with circular, curved and even spherical LED walls now possible, making them a dynamic addition to any stand. 

Interactive screens and encouraging visitor engagement through technology

Interactive screens are also fast becoming a staple of modern exhibition stands, offering visitors a hands-on way to explore your products or services. However, CIGRÉ demonstrated that while these screens can significantly enhance engagement, many visitors remain hesitant to use them without proper encouragement. 

Users maybe apprehensive to engage with interactive screes as it is not immediately obvious what content they display or its relevance to the visitor.

• User-friendly design: Create intuitive interfaces that make it clear how visitors can engage. Simple calls to action, such as “Touch to Explore,” can make all the difference.
• Staff involvement: Ensure your booth team is trained to guide visitors in using the screens, providing demonstrations when necessary to encourage interaction.
• Offer valuable interaction: Use interactive displays to provide personalised experiences – allow visitors to customise products, explore product features, or participate in quizzes and games that reinforce your brand messaging.
• Reward participation: Incentivise engagement with giveaways, competitions, prize draws, or exclusive content unlocked by interacting with the screen.

Maximising visibility

Visibility is paramount in large-scale exhibitions. At CIGRÉ, stands that employed bold, attention-grabbing colours and high-quality visuals dominated the space. 

• Use strong colour schemes: Choose bold, contrasting colours that draw attention while staying true to your brand identity.
• Clear, bold signage: Ensure your branding and messaging are visible from a distance, using large, legible fonts and simple layouts.
• Consistent brand identity: Ensure that all visual elements, from colours and fonts to imagery, are consistent with your overall brand identity, reinforcing recognition.

Strategic lighting – Spotlight your stand’s key features

Effective lighting design is often overlooked or under considered. Strong lighting is important to spotlight products, creating mood, and drawing attention to key areas of your stand. 

• Targeted lighting: Use spotlights to emphasise specific products or features, drawing visitor focus exactly where you want it.
• Create atmosphere: Use ambient lighting to enhance the overall feel of your stand, making it more inviting and aligned with your brand’s aesthetic.
• LED strips: LED strip lighting is an effective way to draw attention to key assets on stand, with a lower ambient lighting around these areas helps to focus the visitor’s attention to these important stand elements.

Driving stand traffic: Pre-show marketing and on-site strategies

Success at an exhibition begins long before the event. Pre-show marketing and engagement strategies are critical in ensuring that your target audience knows about your stand and feels compelled to visit. Exhibitors who employ strategic marketing approaches typically see significantly higher foot traffic. 

• Pre-show marketing: Use targeted email campaigns, social media, and direct invitations to inform potential visitors of your presence and give them reasons to stop by – such as exclusive product launches or live demonstrations.
• Engaging staff: Your stand team plays a vital role in converting foot traffic into meaningful conversations. Well-trained, approachable staff can make all the difference in how visitors perceive your company.
• Competitions and giveaways: Simple on-stand competitions or prize draws provide an additional incentive for visitors to stop by and engage with your brand, although you may need to be aware of any local gaming laws.

The importance of pre-build planning – Engage an expert exhibition agency

Perhaps one of the most overlooked aspects of successful exhibition planning is the pre-build phase. Engaging with an agency that can manage the entire design, build, and handover process is invaluable. This approach ensures that your stand is built and performs perfectly to specification, allowing you to focus on more important aspects of the event – like engaging with prospective clients.

• Design expertise: Working with a specialised agency ensures that your stand’s design is optimised for visibility, visitor flow, and brand communication.
• Stress-free execution: Agencies handle the complexities of the build, from logistics and materials to on-site assembly, leaving you free to focus on pre-show marketing and business strategy.
• Seamless handover: When your stand is built by experts, the final handover is smooth and stress-free, ensuring everything is completed to your exact specifications and ready for action when the doors open.

The trends and best practices showcased at CIGRÉ highlight the importance of a well-planned, professionally executed exhibition stand. From clear messaging and dynamic LED walls to interactive screens and bold visuals, creating an engaging, memorable experience for visitors is key. Engaging with an agency that manages the entire design and build process ensures that your stand not only meets, but exceeds your expectations, allowing you to focus on driving business value. In today’s competitive exhibition landscape, these strategies are essential to standing out, attracting your ideal audience, and converting that attention into meaningful business relationships.

Have an upcoming need for an exhibition or event? Talk to Oyster and let us help you plan and execute the perfect show. 

You can also find out more about our exhibition and event work here.