Sales mistakes made on stand: Are you guilty?

 Do you want to lose potential clients, miss out on opportunities for leads, or be generally thought of as a company that’s bad to do business with?

Thought not!  Although we have to admit, judging by some of the sales mistakes our team have witnessed at exhibitions over the years, you could be forgiven for thinking those were the direct objectives for some exhibitors.

We all know how great an opportunity exhibiting your brand at a trade event can be.  After all, how many chances would you usually get to promote your company to such a large audience of industry insiders, experts and prospects, all under one roof?

To help you make the most of this amazing opportunity, we’ve decided to tell all about some of the worst mistakes we’ve seen salespeople make at exhibitions, so you’ll know exactly what to avoid.

(Brace yourself – some of these are pretty shocking!)

Casting judgement

People judge people.  It’s instinct.  But when you’re exhibiting your business and meeting countless new people, it’s important to treat everybody with the same level of friendliness and respect.

This means not staring at name badges as people walk past, trying to work out who you should be spending your precious time chatting to.  Not only is this rude (people will always know you’re doing it, however subtle you try to be), but job titles are often deceptive – or perhaps even completely made up in some cases! – so you could be missing out on key business.

Not being welcoming

We’re not saying you need to grin inanely at everybody who walks past your stand.  But do smile, and do try to engage people who look interested in what you do, so they don’t go and talk to your competitors instead.  It’s that simple.

Texting, reading or eating on the stand

We know: who actually does this?  Unfortunately, quite a few people we’ve seen!

It should go without saying that anything that takes attention away from the people around you is a genuine waste of valuable exhibition time (would you want to approach someone staring down at their phone, or engrossed in the latest Dan Brown?)

If you need a break, take one – just take it well away from your stand.

Drinking too much the night before

If you’re staying away for an exhibition, the temptation to have a few drinks in the hotel on the night before can be overwhelmingly strong. 

Resist!  You’ll look, feel and smell terrible – and unless your ideal client is Rab C. Nesbitt, that combination isn’t something you’ll want your brand to be remembered for.

Breaking down the stand too early

It can be so tempting, can’t it?  The crowd is starting to thin out anyway, you’ll have an easy drive home if you miss the worst of the traffic, and after all it’s been a long week…

Don’t do it.  You never know when your best prospects might turn up, and in our experience there’s a certain kind of arrogance that goes with leaving your stand space empty, while people may still be interested in talking to you – and have often paid for the opportunity to do so.

(Here at Guardian Exhibition & Display, our friendly team are more than happy to pack up and break down your stand for you, meaning you may just be able to catch that early train after all!)

A great rule of thumb is to think of your stand as a formal client meeting space.  All the same rules apply – if you wouldn’t chew gum, turn up hungover, leave early or stare down at your phone in a formal meeting, don’t do it on your stand!

So by now we’re sure you know all the wrong ways to work that stand, but do you know the right ones?  Our team are only too happy to discuss all things exhibition-related, and we won’t even ask for your job title!  Get in touch with us (here).

Drum roll please…for our brand-new website launch!

Now that the clocks have gone back (we hope you enjoyed that extra hour!), we think all this cosy winter hibernation time is ideal for change and renewal. 

With this in mind, we are very proud to present our brand-new website!

We’ve always understood that every stand we are asked to create is as unique as the client themselves, which is why we’re able to showcase so many different examples of our work – along with plenty of information about the many products and services we offer, of course.

But we decided that wasn’t enough.  In redesigning our website, we wanted to take the opportunity to answer some of the most common questions we’re asked here at Guardian Exhibition & Display, and create an online hub that’s as user-friendly, helpful and informative as we are in person!

So, what exactly can you expect to find on our new site?

Well first, we hope you’ll enjoy the user-friendly layout that makes it incredibly simple for you to choose between different stand options. 

Baffled by all the choice on offer?  Our handy Stand Finder means all you need to do is enter your requirements into the home page, and we’ll instantly recommend the best stand for you.

Meanwhile, our brand-new shop makes buying a stylish portable stand even easier – but beware, with so much choice you could spend a good while browsing (just make sure that coffee mug is fully charged!)

Thought we were all about stands, stands and more stands?  Though we love nothing more than creating the perfect stand solution for your brand, our team has varied expertise that goes way beyond the exhibition hall.  Our dedicated Event Branding area proudly showcases our expertise in an area of event management that is becoming extremely sought-after.

We’ve been busy producing everything from event signage and window vinyls, to digital wallpaper and banners for some of the most prestigious events around.  Why not take a look, and find some inspiration for your next event?  After all, we know how hard the planning process is, and we know you won’t want to simply throw up a few posters on the walls and hope for the best.

We know…we know, all this talk about stand creation, dazzling displays and bringing brands to life.  If only we could actually show you more about how we work, and provide a little extra information at the same time!

Our new selection of product videos do exactly that.  We understand that setting up and breaking down stands can be complicated, and though we provide plenty of on-site expertise, we know that sometimes you’ll just want to get on with it yourself.   Our handy videos will explain more, and show you exactly how the pros do it!

And what if you wanted to know a little more about these display pros?  Our Meetthe Team page will give you the lowdown on who we are, what we do and how we’re qualified to help bring your brand to life – with a few extra fun facts thrown in! 

Hopefully, this means that by the time you get around to meeting us in person, you’ll already feel as though you exactly know who we are – and more importantly, how we’re able to help you.  Why not familiarise yourself with our stylish showroom, too?

If you still can’t get enough of our team (and we wouldn’t blame you for that!), why not come and follow us on social media?  Our Instagram account provides plenty of stand-spiration, while our Twitter feed is packed with event tips.

In the meantime, we hope you enjoy browsing our new website.  We’d love to hear what you think…and if we haven’t already, we look forward to meeting you soon!

When size really does matter: making the most of a large exhibition space

So you’ve bitten the bullet and booked a larger-than-usual spot at the perfect trade event. 

At first, you had some vague plans to wow prospective clients with brilliant branding, on-target messaging, and maybe even a coffee machine and a few chairs.  But now you’re counting down the days to the show, and you’re feeling intimidated by all that space, unsure about how to maximise it to its full potential.

Does any of this sound familiar?  If so, take heart that in our experience, bigger can definitely be better – and with a little help from our team, you’ll be dominating that floor space in ways visitors just won’t be able to resist!

Start with height

A large space combined with height = domination extraordinaire!  Choose a tall stand, so that eyes are drawn to your brand right from the get-go.

Continue with colour and clarity

You probably don’t need us to tell you that bright colours will help create presence and help you stand out.  But the thing is, they do – and in a larger space they’ll make even more of an impact. 

However, don’t get so carried away with colour that you forget to be clear!  Your branding needs to be at the forefront here, so make sure it’s big, bold and easily visible from a distance.   If you’re using screens (something we definitely recommend!) then make sure they’re a minimum of 55”, so they don’t get lost in a sea of colour and branding.

You should be aiming for all eyes to be immediately drawn to your display, and that devastating combination of size, height, colour and clarity is the perfect start.

Add a touch of comfort and convenience

If you’ve got space, you’ll have the luxury of being able to add plenty of seating.  Choose a mix of formal and informal, so that whatever the conversation, there will always be somewhere appropriate for people to sit.

If you can, consider including a shielded meeting area for private chats (or if you want a quick gossip about the other exhibitors!)

Make the absolute most of your space

Where smaller exhibitors might struggle to squeeze in pieces of kit on their stand that end up causing obstructions, on a larger stand space is your best friend. 

So eliminate any barriers that may stop visitors from approaching you.  Don’t be scared to leave some areas clear of anything at all, allowing people to move freely around the stand and create a buzz that others will want to be part of, too!

Brief your stand team well

A large, visitor-attracting stand needs plenty of staff.  Make sure you’ve got enough proactive people on the day, and allocate dedicated jobs beforehand, i.e. someone to meet and greet, another making tea, and another to act as the fountain of all product and company knowledge.

Incorporate plenty of time for rest breaks so your team aren’t tired, have plenty of time to polish up their smiles, and can perform at their absolute best when chatting to potential clients.

And finally, the practical bit

You knew it was coming! 

Don’t think having extra space means you can stack your stand with all that extra literature and giveaway items you’ve ordered, “just in case”.  Instead, make sure you include a dedicated storage area so that these items can be hidden, yet still accessible.

Consider raised platforms to allow any cabling to run underneath your space and help define it.  Carpeting in different colours will also help section out different areas on your stand.

Still feeling unsure about how to maximise that space?  We didn’t think so! 

You’ll be pleased to know that our friendly team are always on hand to answer plenty of other event-related questions, too.  When it comes to exhibitions, there’s isn’t much we don’t know – so why not test our knowledge by getting in touch (here).

Give that ugly shell scheme a makeover! Simple tips to stand out at your next event

If you’ve exhibited your business before, or you’ve attended trade events in the past, you’ll probably be familiar with the term “shell scheme” – a modular system with walls that defines each company’s exhibition space at the event. 

Now it has to be said that a shell scheme in its natural state doesn’t exactly inspire. If you were visiting a trade event, would this basic shell scheme below tempt you to wander over? (Let’s assume your feet aren’t aching and you don’t need somewhere to sit down – fast!).

Now compare it with this lively stand, primed to catch your eye with lively graphics and plenty of colour.

Though none of us dress exactly like Gok Wan, our team at Guardian Exhibition & Display are shell scheme makeover specialists.  We’ll help breathe colour, life and energy into your exhibition space, with a creative and professional on-brand stand that visitors won’t be able to ignore.

We’re pretty generous with our knowledge, too – so if you’re looking for tips on how to make your shell scheme sparkle, look no further!

Cover up those boring walls

We’re sorry to tell you this, but half-heartedly Velcro-ing a few posters just isn’t going to cut it.

In a crowded exhibition hall, you’ll only have seconds to make your first impression.  A flexible stand solution allows you to do just that, filling your entire space with much-needed colour and interest. 

Better still, as flexibility is the name of the game, Versaform stands can be reshaped to fit any space, and your graphics re-used for later events – meaning plenty more people will have the opportunity to be enthralled by your brand!

Don’t be afraid to get creative

Imaginative graphics demand attention.  Don’t worry if you’re not artistically inclined, as our design team come fully equipped with some great ideas to get you started.

Alternatively, how about arranging an old-school creative session with your team?  Book a meeting room, grab some paper and pens and let your imaginations loose!

Fill your space completely

Just as 1950s housewives were encouraged never to leave the house without their ‘face’ on, don’t let anyone see your shell scheme in its natural state. 

Let’s not forget that your company is going to be judged – most of the time completely unconsciously – on how it looks as people stroll past.  You want them to stop in wonder, not because they’ve spotted something that doesn’t seem quite right.

Not only that, you’ve probably spent quite a lot of hard-earned profit on that precious floor space – so doesn’t it make sense to make the most of it?

Encourage visitor interaction

Trust us, good coffee and comfy seating are always a great start! 

You can also remove any fascia boards and corner posts to create a feeling of openness – and of course, always make sure there are no obstructions in people’s way as they approach you.

Give your team a makeover, too!

We’re not talking tassels and sequins (unless that’s part of your brand, of course!)  But you do need to make sure that the your event team look the part, in keeping with the style and impression of your stand.

If your shell scheme could do with a much-needed makeover, we’re the experienced team you need to contact.  We come complete with an inspirational and diverse portfolio of stunning stands for clients across all industries – to take a look, or to begin a friendly chat, simply contact us (here).

Working the glow factor – why you should use a lightbox at your next event!

If you’re anything like our team here at Guardian Exhibition & Display, you’ll have nurtured a lifelong, secret desire to see your name up in lights.

Now you can make that secret dream come true for your brand, by incorporating a LED lightbox at your next exhibition!

Vanity aside, if you’re looking for the best ways to beat the competition and attract more visitors to your stand, clever use of lighting is a fantastic solution that always enthrals.  Just ask any artist or photographer.

Yes, we know your chosen venue will have its own lighting – we don’t hear of many events that take place in a dark underground cave, after all – but given the amount of enquiries we’re starting to receive about our amazing lightboxes, it seems people are catching on to the fact that bespoke lighting makes a huge difference when it comes to attracting attention.

Illuminated advertising is an essential attraction element that many high-end High Street stores have been effectively using for years – next time you’re strolling along London’s Oxford Street, why not check for yourself? – so why share the spotlight with your competitors, when you could generate your very own?

Allow us to shed some more light on the subject for you!

Lightboxes attract attention

We can’t help being hardwired to notice bright, colourful things over dull, bland ones.  It goes to follow, then, that a winning combination of colour and light is guaranteed to attract more visitors than a stand relying on colour alone.

This is a theory that is ably backed by market research, which consistently shows that illuminated advertising drives more attention, enquiries – and ultimately, sales – to a brand than non-lit advertising of the same type.

Your brand will appear more vibrant than ever before!

High resolution graphics are created from tension fabric panels, and then illuminated with bright LED lighting that distributes even levels of light across the graphic surface. 

Event visitors will have no choice but to look, without even thinking about it – meaning that from the moment they enter the exhibition hall, you’ll be leaving your competitors in the dark.

You can use lighting in whichever way works best for your brand

Use a floor standing lightbox for all-over illumination, or integrate lighting as a bespoke part of larger stands to highlight particular messages, images or branding elements. 

Enjoy the opportunity to get really creative here – why not brainstorm your ideal stand components, and see where you could throw some extra light to captivate your visitors!

We offer a complete range of lighting options for your stand, so whatever method you choose, and whatever option you decide upon, our friendly and knowledgeable team can bring it all to life.

We also know very well that the best way to explain more about lightboxes and bespoke lighting options is to show you! 

So why not head on over to our website to view some examples of our work and learn how to see your brand in the very best light possible – or better still, arrange a free demonstration to view all the potential of bespoke lighting right up close?  We guarantee you won’t regret it!

Interested?  Simply contact our team (here) to get started.

Are you ready for GDPR?

Don’t worry, it’s not a trick question!  But it is an important one.

You may have seen the term ‘GDPR’ as you scrolled through various news feeds, along with a vague warning to make sure your business is compliant.  But you were too busy to click on the full story just then, so you resolved to find out more later on.

If this is you, we know the feeling!  But this EU regulation (yes, it does still apply to the UK) is going to affect most companies.  Since we don’t have all that long to prepare for it, we thought we’d bring you nicely up to date in one handy blog post.  Not only that, we’ll tell you about how exhibiting your business can actually help you along the way to compliance!

Are you ready?  Then let us enlighten you.

What is GDPR, anyway?

An easy question to start us off with.  The EU’s General Data Protection Regulation (GDPR) is a new regulation that will govern how businesses handle and protect the personal data they collect.  Effectively, we will all have more rights regarding our own data.

When will it become effective?

From 25^th May 2018.  You’ll need to ensure your company is compliant beforehand, so it’s not as far away as you might think!

What will I need to do?

Firstly, you’ll need to keep records of all personal data – along with proof that individual consent has been given.  You’ll also need to show what you intend to do with the data you’ve collected, where it will be stored and how it will be protected. 

The GDPR differs from the current Data Protection Act in its definition of “personal data”.  The extended definition includes categories that include computer IP addresses and genetic make-up.  In short, absolutely anything that could be used to identify an individual person will count as “personal data”.

So if you collect business cards, sign-up or feedback forms for example, the new regulations will apply.

What are the implications of not complying?

As well as complying with the regulations in full, you will need to ensure you report any incidences of personal data being stolen within 72 hours.

Non-compliance could lead to fines of 4% of global turnover, or up to €20 million – whichever is the greater.

So, what should I do now?

You’ll need to establish methods to ensure you gain visible consent for any data you collect.  Then, make sure you tell people what you will do with their data.  For example, this means you will have to ask before signing people up to your mailing list – you won’t be able to assume that you can do so just because they gave you a business card.

Then, you must make sure the data you collect is securely stored.

You could implement a ‘data audit’ in readiness for May 2018, appointing a team to check your current systems and processes and implement any changes.  A regular audit schedule will then need to be arranged once May 2018 has passed.

How can exhibitions help me with GDPR?

We’ve saved the best part until last!  Exhibitions are a fantastic way of collecting lots of individual data in one place, and as long as you get visible permission (such as asking people to sign a consent form when they pass you a business card), you’ll be able to continue.    

The regulations also provide a great excuse to follow up with people you met at the event, since you’ll have to request further consent to sign them up to your regular mailing list or database.

In short, there’s nothing to be scared of with GDPR, as long as we all take a little more care over how we handle client data…the new regulations should benefit all of us in the long run (we’ll have to endure far less cold-calling, for a start!).

Can we help you answer any questions about data handling at exhibitions…or about exhibitions in general, for that matter?  Our friendly team is always willing to help, so why not get in touch?

Take your business on holiday this Autumn!

So September has finally arrived, heralding a reluctant return to work for many.  As you dust off your coffee mug, fill your diary with catch-up meetings and respond to all those emails, wouldn’t it be nice to have something to look forward to?  Wouldn’t it be even nicer if that something to look forward to could also be fantastic for business?

If you’re nodding along in agreement, exhibiting your business in Europe could be just the solution you’re looking for! 

The leading destination for trade fairs, Europe offers a tempting smorgasbord of opportunities to promote your company and boost your brand.  According to Expo DataBase, more than 90% of leading international trade shows are held in Europe – so if you’ve been focusing all your exhibiting efforts in the UK so far, you’re probably missing out (yes, even with Brexit looming on the horizon).

Of course, you probably already know that our friendly team at Guardian Exhibition & Display can help you make the most of your company’s UK showcasing ambitions, with our expertise and dedicated years of experience. 

But what you might not already know is that our expertise and experience travels extremely well!  We’ve designed and built exhibition stands at prestigious events all over Europe, on tours that amongst others, have covered destinations including Sweden, France, Italy, Poland, the sunny island of Jersey, and Germany – otherwise known as Europe’s most popular location for trade shows.

So if you’re looking to take your business on holiday this season and beyond, you can rest assured that our professional team will help you make the most of your company’s European experience.  Here’s how.

Our stands travel (almost) as well as we do

If you don’t know where to start when it comes to choosing a stand for a European trade show, relax: we do.  Our team will advise you on the best materials, accessories and design for your chosen show, and we’ll pre-build your stand for you to approve before you go.

Better still, you’ll have the option to hire your stand if this works best with your budget.  Better still, we’ll store and seamlessly transport your stand direct to your chosen venue.

We’ll look after logistics and liaise with show organisers

…so you won’t have to!  We’ve got the experience and the know-how to organise your event in the background, so you can spend your valuable time in the foreground, promoting the show and ensuring your event-day smiles are fully polished up.

Boutique or grand, we’ve dealt with a wide array of European venues, so it’s likely we’ll already be familiar with the process for the one you’ve chosen.  We’ll deal with any associated documentation and admin, and when it comes to exhibitions we’re well-versed in European regulations and etiquette, so we’ll make sure you’re fully compliant.

We’ll take care of on-site services

Flooring, electrics, WiFi… wherever and however you decide to exhibit, we’ve got it all covered!

So there you have it – if you’re looking to branch out into European exhibiting, all our team need to know are the details of your chosen show.  Just tell us where you want to go, brief us on your exhibiting aims and your ideal stand size, and we’ll take care of absolutely everything else.

As they say in France: “travail bien fait!” (That’s “job well done”).

If you’re looking for some examples of our work, our website showcases the diverse stands we’ve created for our clients.  Why not ask us your questions about exhibiting in the UK or Europe?  Our team love to talk, and we love putting our expertise into practice even more.  Simply get in touch (here).