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The evidence for better sales results at exhibitions

With attendance figures for many trade shows and exhibitions showing an increase over the past year, it's essential that your exhibition stand is designed to attract and inform. Although trade shows can be an expensive form of promotion, with stand booking fees, stand manning costs and travel & accommodation to pay for, there are few other marketing activities that can enable a business to meet several new customers, qualify their interest, start building a long-term relationship and even close sales within such a short period. However, all too often, poor stand design leaves exhibition attendees scratching their heads, wondering precisely what an exhibitor is offering, before simply moving on to view the next stand.

'Well designed, large format print can also add impact to the seminars and training courses your business organizes, and improve the dayto-day visual appeal of office reception areas.'

If your business is going to take sales personnel off the road and onto an exhibition stand, the design of your stand has to help minimize lost sales opportunities, while also reducing the time your team spends explaining your business proposition to attendees that have no need of your products and merely wandered onto your stand because it gave little indication of your offerings. Let the graphics do the talking when deciding on display graphics. It's worth remembering that the words and images on your stand are not there to close a sale - that comes later. Instead, they should explain what you're offering in just enough detail to enable exhibition attendees to decide whether it's something they're interested in and then motivate the attendees to spend some time discussing their requirements with the personnel on your stand. Try to distil what your products and services offer down to relatively few words. Then choose powerful, eye-catching images that work hand-in hand with the text to help attendees to understand exactly what your proposition is 'at a glance'. If a picture really is worth a thousand words, choosing the wrong images could say all the wrong things about your business. On the other hand, choosing generic images that add little meaning to the text can severely handicap your stand's ability to get key points across to busy attendees who have tens or hundreds of other stands vying for their attention.

Specialist Skills - available 'on tap' Because Kall Kwik helps countless businesses to present their image at trade shows across the UK, we have the skills and experience to advise you on how best to ensure your stand communicates your offerings, accurately and efficiently. Kall Kwik's Large Format Printing capability covers everything from posters to static banners, roller banners and even self-contained pop-up stands. We can also provide weather resistant signage and A Boards for outdoor events. However, Kall Kwik's exhibition expertise goes much deeper than large format printing. Kall Kwik's design and copywriting teams can advise you on your stand design strategy. Discuss options and then help to ensure that the imagery, text and graphics all combine to put your message across with flair and individuality.