106# Portable Pop Up Displays: How To Do Them Right
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tower pop up stand

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.

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105# The Colour Of Money: Make It Work For You
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exhibition stands colour design

The world of business can be tough and as much as you pride yourself on offering top products, superb services and quality customer care, the bottom line is always there. This is especially so when it comes to more cut throat activities like marketing or attending events and exhibitions. No matter how customer oriented you are, or how passionate you are about your brand or business, you will be attending exhibitions and events to boost your profile and encourage more sales.

So when you are designing your display stand, you need to think with a marketing mindset. To make money, you have to invest money. Find a reputable company to help you design a quality stand with all the features and the impact you want and need. Look at everything, from the basic graphics and layout to integrating technology and making your stand an interactive, immersive experience. Much of your design will depend on your industry, budget, intended audience and preferences. That said, there are some aspects of design – especially exhibition display stand design – that have hacks, based on marketing experience and scientific study.

If you want to gain customers and make money as a business, you need to tap into your target market’s mind. What do they want? What catches their eye? Well, a good place to start is with colour.

Colour grabs people’s attention, evokes emotional responses and even builds connections with them, long before you actually have a chance to speak. All this makes colour a powerful marketing tool, especially in exhibition situations, where you need your display to stand out and communicate much more than the standard sales’ spiel.

To put it bluntly, colour means money. So let’s take a closer look at the effect of certain colours in marketing, and which colours could mean money for you at your next event.

RED

Red is a powerful colour that evokes strong emotions and boosts feelings of hunger, passion and excitement. It also has connotations with warnings and romance. In marketing, red is used to:

  • Increase heart rate
  • Stimulate appetite
  • Create a sense of urgency

Big brands that use the colour red include Coca-Cola, Netflix, Kellogs and Pinterest.

YELLOW

Yellow is a fun colour, associated with feelings of cheerfulness. It is also mentally stimulating and great for encouraging communication. When used in marketing, yellow:

  • Signifies youthfulness and optimism
  • Grabs the attention of those passing by
  • Illuminates images and highlights text

Yellow is a popular colour used by many of today’s biggest brands, including Ikea, McDonald’s, The Yellow Pages and Caterpillar.

BLUE

Blue is a calming colour, with connotations of peace and serenity. It also associates with water, cold and human life. Additionally, blue also increases productivity and curbs appetite. In terms of marketing, blue:

  • Creates a corporate impression
  • Generates action and productivity
  • Implies that a brand is trustworthy

Blue is a popular colour choice for many leading brands, such as Facebook, Twitter, Skype, Oral-B, Ford and Dell.

Of course, these are just the primary colours, and there are many more to choose from. Every colour on the spectrum will create a different impression and have a different effect on audiences in marketing situations. So when you choose your colour palette and design for your next exhibition display, be sure to think long and hard about the impression you want to create and the colours that will allow you to do it. Think; what is the colour of money for your business?

Source: http://www.webpagefx.com/blog/web-design/psychology-of-color-infographic/?utm_source=CMblog&utm_medium=link&utm_campaign=InfographicsforDesign

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104# Ice Breaking Doesn’t Always Require A Pick Axe
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Communication is one of the single most important and influential tools when it comes to selling and advertising. If a consumer cannot define what it is being presented to them, via clear and concise communication, then their interest will be immediately lost.

Putting on an exhibition doesn’t give you an excuse to let the exhibition stand do the talking for you; it needs backing and support from those attending. When potential customers come and potter around your exhibition, striking a balance between pressuring them and conversing casually is an important factor.

Within this blog, we will offer some tips on how to execute the correct communication at the correct time during your exhibition experience.

NVC (non-verbal communication)

We’ve all been on the receiving end of bad service, but when asked what it was that was bad about it, we can’t put our finger on it, so we end up saying it was ‘just their attitude.’ This ‘attitude’ can often be in the form of NVC, when a waitress turns her back on you, or stands with folded arms whilst giving out a negative and uninterested vibe.

If at any point you find yourself with nobody around your stand, ensure that you’re in a visible and approachable place. Passers-by can be easily put off if they can’t instantly see someone available to approach. When they do approach you, it is vital that you show engagement and genuine interest. No folded arms or hands in pockets; use hand gestures and stand facing them, so they can see you are devoting your full attention to their queries and concerns.

Don’t Scare Them Off

Sales people get a pretty harsh rep when it comes to their techniques and approaches, so be careful not to fall into this trap. If you see someone on the approach, don’t immediately jump on them with any kind of pitch or offer; welcome them to your exhibition stand and introduce yourself. Then, you can either allow them to browse a little further or invite them to ask any questions they may initially have. If someone leaves, where possible, be sure they get a business card or leaflet, so that they have a point of reference should they show interest later.

Coffee Breath

Exhibitions can last all day and there isn’t normally too much time to spare, so you may find yourself chugging down copious amounts of tea and coffee. While this may work a treat for your energy levels, keep in mind that you are likely to talking with people all day long, and they may not be so appreciative of your caffeine fix.

In the same vein, appearance can be either inviting or off-putting. This is why it is important to dress accordingly and represent your brand in the best and most positive way possible.

Genuine Interest

One of the best tips for a successful exhibition campaign is to engage with people in the most natural and genuine way possible. This means showing an interest in whatever they may have to say, whether it is something about their grandchildren, a previous nightmare boss or their current company policy on expenses. Remember, whilst they are talking, they are at your stand and not your competitors’, so you want to keep it that way as long as possible and showcase your products during that time too.

These tips offer some insight into the less obvious communication techniques that all of us pick up on, but perhaps do not always directly address. The exhibition is an opportunity for businesses to put their best foot forward and show potential clients what they can offer and what sets them apart. So of course, a lasting positive impression is always a good thing to leave someone with.

If you are yet to gather your props and exhibition stand then take a look around our site at our extensive range of stands and displays (plus all the extras you’ll need) and don’t hesitate to contact us with any questions!

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103# How To Stage Your First Art Exhibition
This entry was posted in Artwork Q&A on by .

Today’s art industry demands that now, more than ever, aspiring artists take their future career into their own hands and face the challenge of being spotted, head on. Art galleries are struggling to pull in the public more and more, and ‘closed’ signs now appear frequently and permanently.

Being able to stage your own exhibition is a skill that will develop your confidence when addressing art houses and potential buyers, but it will also allow you to become even more familiar with your own work and it’s themes.

The following few tips will help you pull together your first exhibition and will ensure you don’t miss any of the vital ingredients in the final presentation.

1. Insurance

Before you can even approach a public venue, you need to make sure you have liability insurance. What is this? Well, if a painting topples over or a sculpture falls onto a member of the public, you are held responsible. It is possible to purchase one-off insurance if you don’t feel it is financially feasible to have an entire year’s worth, but this depends on how many exhibitions you plan to put on.

2. Selecting A Venue

If you are trying to break into the art industry, the cliché goes that you are probably on a limited budget, but this isn’t the end of the world. Cafes, restaurants, bars, social clubs and community centres can be very effective venues. Generally speaking, they won’t charge you to show your work there.

When approaching these venues keep in mind the type of customers they will attract; if you don’t feel that your work will appeal to that particular audience, it may be worth scouting the area a little more. Alternatively, you could speak to the manager/landlord and ask what kind of people tend to come in regularly.

3. Meet and Talk

Once you have a venue in mind, you’ll need to arrange a meeting with the owner or manager at a quiet period and explain what it is you are looking for. Ensure you look professional, take images of your work or a portfolio so that there is tangible evidence of your labour. It is at this meeting that you can discuss the benefits available to both parties.

4. Reaching an agreement

Once you have reached a verbal agreement, make sure that nothing is left in the grey. For example, if you do make a sale, the restaurant (or another venue) is likely to want a commission rate, so expect to settle around the 20% mark. You can also give permission for the venue to discount the piece in your absence, but ensure that the terms and maximum discounts are established clearly before you leave. The more trust you have with the owner, the better a working relationship you will both have, which could last some months/years to come.

5. Displays

The way you display your work is vital to your success. Whilst the establishment in which you are based may have some guidelines or preferences, it is your work at the end of the day, and you are entitled to have your say. In the interest of saving time, it is worth discussing this prior to bringing your work to the venue. Another option to consider, depending on the size of the venue, is an exhibition stand. This is a particularly worthwhile investment if you are on the move with your work as they can be disassembled and put away should you wish to change venue or take your work to a one-off exhibition elsewhere. You may even be able to agree with the owner to have a permanent set-up for X amount of months, that will showcase your work in a professional manner.

6. It’s All About You

If people don’t know you exist, then they aren’t going to seek out your pop up display on a whim. Shout from the rooftops if needs be, anything to get people’s attention. Try a local press release to the papers and magazines in the area. Note that there are five key points to incorporate into a press release; Who, What, Why, Where and When. You don’t want to miss out any crucial details, or you risk people not attending through not knowing the location or time.

If your budget allows; flyers, posters and business cards will gain further interest and will also create conversation, potentially creating further outreach.

This process highlights the important building blocks that are vital when it comes to your initial art exhibition; you will find that once you begin, your contacts and network will build naturally. This is a benefit that comes from getting yourself out there, and the local community will often offer support to up-and-coming artists. So don’t pass up on any ‘Let’s have a drink’ offers as this could always end up as something brilliant, and if it doesn’t – you got a drink out of it.

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102# Designing exhibition stands: What we need to know!
This entry was posted in Artwork Q&A on by .

At Total Displays we offer an extensive range of exhibition stands, display stand marketing solutions and a host of other products and services that allow you to establish your brand at trade shows or even in your own workplace.

As such, we understand the importance of a well thought out brief when it comes to designing your exhibition display stands. Here at Total Displays we offer a truly bespoke service designed specifically for tailoring your marketing solutions to not only your brand, but also to your personal requirements, ensuring the greatest level of commercial impact.

However, in order to do this effectively, we need to know a few things about you as a company and how you plan to deploy your stands.

Significant dates and locations

With regards to trade events, if you have a specific show in mind then let us know; we will be able to recommend suitable products and designs because such information helps us to establish and implement a timeline for completion. Also, the location is often overlooked when it comes to the design process; you can’t just throw up any old display and hope for the best. In order to have the most impact, we need to consider things like whether the surface, the size of the area you have to work with, any product displays you want to incorporate into the layout and even your location in relation to other exhibitors and attendees. All these factors can have an effect on your exhibition marketing strategy.

Design brief

Firstly, and most importantly, we need to know how you want your exhibition stands to look. If you have any specific logos or tag lines you want to include then you need to share them with us. When it comes to sending us artwork and images, we have a set of extensive Artwork FAQs on our website that outline precisely what we need in order to make your design a reality. In addition, we need to know who your target audience is and what you hope to achieve through your stand. For example, are you looking to promote a specific product or service or is your display more of a general marketing strategy? What is the most prominent demographic at your chosen event likely to be? With this information in mind, we can produce a display that will have the greatest impact on attendees, thus improving your overall event return on investment.

Budget

Finally, budget. If you only have limited cash to spend on this endeavour then let us know and we can work within those boundaries. In addition, it will help us to narrow down what products and stands are within your price range and how we can work efficiently with your available budget. Also, by knowing the budget, we can properly calculate how long it will take for us to complete your order, therefore helping us to set up a time frame for your order.

Our complete range of exhibition display solutions and products are available to browse on our website, but if you have any specific questions or queries regarding your requirements, then contact us today. Our experienced team will happily advise you and discuss what you need and how we can achieve it.

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