Although it may seem like an old habit, trade shows are still a popular marketing activity and an effective marketing tool for certain industries. Thanks to these fairs, while brands are trying to stand out from their competitors with the products in their portfolio, they also have the opportunity to meet, meet and interact with their target customers offline, take strategic steps in their commercial activities and revitalize their sales. That's why fairs are still important platforms to showcase your products, promote your services, make new connections and strengthen your existing connections.

Exhibitors attending a trade show have perhaps one goal: to stand out. However, the plans to stand out include having fun activities and top quality products ready, as well as creating a stand that is created within the framework of the company's basic corporate identity and accurately describes the company's vision and mission.

Why do the first impressions of exhibition stands make a strong impression?

The design of your exhibition stand creates the first impression that makes your visitors decide whether they want to visit your stand or not. A good exhibition stand prepared in harmony with your corporate identity tells your target audience who you are at a glance.  This visual consistency instills confidence in your visitors from the first stage.

Consistency supports reliability.

Including your brand identity in your stands is very important to reinforce the credibility elements you want to build with your brand.  If every item you use at the stand makes the person in front of them feel that they are a part of the brand, the professional image that appears in the eyes of the customer will also increase the reliability of your brand.

Considering that you are not the only brand in your sector at a fair you participate in, presenting a stand design that is compatible with your products and services, especially your brand identity, gives a very strong message in terms of telling that the background of your brand is organized, harmonious and ready to present your products to your customers. Being consistent is not just about standing in a good stand with an expensive suit, expensive shoes and a branded bag; penetration with the target audience can be achieved if the initial image creates trust.

Why should your exhibition stand reflect your vision and mission?

You may be selling a product in a certain group, but the vision and mission of your brand goes far beyond the products you offer. With these two concepts, you explain why your brand actually exists and what it aims to achieve. By integrating messages, symbols, objects and even light and sound related to your vision and mission into your stand design, you demonstrate a positive behavior to establish a deep connection with your customers who have similar feelings, thoughts and opinions.

A true stand that fully represents your brand will increase your chances of connecting with like-minded people and act as a hard-working team member in strengthening that bond.

Remember, in a competitive field you have to stand out.

You have probably been to fairs before and you are aware that these are lively environments and if you are not organizing a big budget event, standing out may be a bit challenging. A stand that looks good and is integrated with your corporate identity can come to your aid to make this issue a little more transitional and to turn appearing at a disadvantage among your competitors into an opportunity. 

Your stand may be bright and you can play various image, audio and video content using the latest possible technology, but it is expected that these will consist of elements suitable for your brand.  Using materials suitable for your brand not only makes you stand out, it also helps you attract the right audience.

The harmony between the design of your stand and your brand image has a strong impact on your visitors' minds, strengthening your brand image, encouraging them to contact you later, and recommending the brand to other people they know.

How do you position your trade show booth as part of your brand and a hard-working staff working for you?

  • Use your corporate identity materials appropriately.
  • Include sensory materials that seem aligned with your vision and mission.
  • Tell a “story” in one corner of the stand.
  • Position the entrances and exits of the stand in accordance with the flow of visitors, and organize activities that will encourage visitors to enter your stand.

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Contrary to popular belief, trade fairs are still a powerful, valuable and indispensable opportunity for brands in some sectors to communicate with their target audiences. It's also a direct way to tell your competitors or target audience who you are, and that in itself can be considered a reason why your stand needs to look good. 

Essentially, you leave a high-permanence impression at fair stands that transform your brand from an intangible entity to a concrete one, lay the foundations of reliability, expand new levels, and capture interaction. Fairs offer great opportunities to stand out with your brand in an environment where many other people are present, to make new connections and to turn potential into sales.

As you prepare for your next stand, remember that the success of your brand is not only about your products and services, but making room for the essence of your brand in your stand will earn you positive feedback.