Exhibitions and events are one of the best ways to get face to face with industry peers and customers, especially when you want to boost your brand profile or promote a new product. When most of us think of an ‘exhibition’ though, we envisage a conference centre, with hundreds of people milling around a labyrinth of display stands and marketing materials, but this isn’t the only kind of exhibition out there.
You can also take your product or brand to the masses by embarking on a roadshow or mobile exhibition. This marketing tour method has been a popular choice in recent years, proving beneficial for a number of projects and sectors. Universities and other such institutions use this mobile approach to meet as many prospective students as possible, all in their hometowns without causing any inconvenience. National initiatives like the Change 4 Life program and the NHS Quit Smoking campaign have both benefited greatly from going mobile with their campaigns. By doing so, they have managed to boost public awareness and participation with nothing more than a few portable pop up displays, marketing materials and well-chosen locations.
So why should you take a leaf out of their book and invest in a mobile exhibition display? Well, for starters, roadshows and marketing tours are a great way of promoting your business, brand or products and they don’t call for you to pay costly overheads or wait for big annual events. With a mobile pop up display you have more freedom and flexibility to take your brand and message directly to your target audience, instead of having to rely on them to find you.
Of course, knowing that you should go mobile with your marketing is one thing; knowing how to go about it is quite another. There is no one-size-fit- all plan, but you can start by reading the tips below.
Select the Perfect Venue
Unlike scheduled conventions and exhibitions, a marketing roadshow will allow you to choose various venues. For pop up displays, the best choices tend to be main thoroughfares like high streets, supermarkets and shopping centres. Once you have the necessary paperwork and permission to set up in one of these locations, you can let your display do the talking and draw in the passers-by.
Take the Tech on the Road
If you have ever attended an exhibition event, you will no doubt have noticed that technology is everywhere; lighting, sound, interactive features and all sorts of gadgets for people to play with. When you start planning for a portable exhibition though, you probably err on the side of caution, streamlining everything as much as possible, to make life as easy and simple as possible. Whilst this is understandable, it is not necessarily the best approach. Even on the road, you should integrate AV and IT equipment into your display, bringing it into the 21st century and encouraging even the most hurried of passers-by to stop, engage and interact with you and your display. Also, think about how you could incorporate technology like lighting and sound into your display. Though they won’t be as interactive as tablets and touchscreen displays, they will certainly grab people’s attention, which is why you’re on the road in the first place.
Pay Attention to the Practicalities
There are so many things to consider when designing your portable pop up display, especially in terms of the design. After all, you need to find the perfect balance between blending into your surroundings and standing out from the crowd, which is a difficult task in itself. On top of that though, you also need to pay close attention to the practicalities. No matter how flashy and fantastic your display’s design is, you need to make sure it is a reasonable size, a flexible shape, properly laid out and easily transportable. Think about the display’s dimensions, its materials and how durable it is likely to be with months on the road and potentially thousands of visitors. Also, ensure that it is easy to assemble, disassemble and transport. As pretty as you want your pop up to look, it still needs to be practical and – crucially – portable.
These are just a few of the things you need to consider when designing a portable pop up display and planning a mobile marketing campaign. In the end though, all you really need is an attractive and appropriately designed display stand. You want to create something that people notice, somewhere they can stop by and peruse, and something that communicates your brand identity and message in the best way possible. So start planning as soon as possible, so you’re ready to hit the road.