Using your display equipment to maximum advantage

Are you using the display equipment for your business to maximum effect? Do you review and update your display equipment from time to time to keep pace with developments in your industry? These are important questions to consider.

Your display equipment can be a great marketing tool if used appropriately. They can be used to advertise or promote your goods and services to potential buyers in settings where there is a lot of competition. They can also be used to expose your offerings to prospects in situations where your products or services may not otherwise reach.

Here are five important factors to consider to give you an edge when designing and using display mate equipment:

Projecting your unique character and identity: your display equipment can help establish your brand identity in the competitive market place. Even if the primary intention is to pitch your products or services to the customer, your display equipment can also be used to establish a credible image and presence in the minds of customers for medium to long term success.

Unique benefits, or spelling out what’s in it for the customer: Great advertising is not necessarily a beauty contest for its own sake; the purpose is to spell out the benefits or advantages of choosing your product or service over all the others or similar products in the marketplace. It is essential to incorporate your unique benefits into your display material, whether the strength of your offering is based on quality of a product or service, pricing, ease of use, availability or some other reason.

Great design: with so much advertising messages out there, it is often challenging to come up with completely innovative designs that are also visually appealing. But through an appropriate combination of text, graphics and colours, your display equipment can be used effectively to capture and hold the attention of customers and clients – while you get your message across.

The KISS principle: keep it simple and straight-forward is an old but tried and tested formula, and it is still a good mantra. An effective set of display material will have clear messages and a clear call to action, such that customers and clients know what to do next if they want to take up an offer or follow through to a purchase.

Commitment to continuous improvement: it is to the advantage of your company to continually collect feedback from your customers and clients, and to use the information for continuous improvement. More often than not, the changes to be made are small adjustments and refinements, but these can make all the difference to next season’s marketing campaign. Progressive firms have policies in place to ensure constant and never-ending improvement. So at the end of every season or cycle of campaigning, it is advisable to check out the effectiveness of your display and promotional material. Where can they be improved? What elements do you need to highlight for the next round of campaigning? Which elements to drop or de-emphasise? What is the feedback you’ve received from customers and staff and what can be incorporated for the next set of display materials? The challenge of continuous improvement can be a fun and exciting journey.

Simple rules for an eye-catching exhibition banner

If you have a great product its quality will speak for itself when you are at an exhibition. Your first job is drawing people’s attention to it, and to do this you need a stand that makes people stop in their tracks. An essential element of this is an eye-catching banner. But if you’re not a designer it can be difficult to know where to start in making it look attractive and professional. The following tips should help, whether you’re a novice or just need to freshen up your approach to your exhibition stand.

Get the font right
The font of your banner will speak volumes. Aim to choose something bold yet simple. It’s tempting to go for a mix of fonts or for something fancy, however, remember that in a crowded room or at a distance an ornate italic font will not be easy to read.

Serif fonts are the ones you find with lines on the ends of letters, like Times New Roman for example. It is argued that they work better in a long body of text, which is why they are commonly used in newspapers, whereas headlines are usually in sans (without) serif fonts. If you are going to use a serif font make it a simple one.

What does a font say about your company or business?

If you do use a quirky or whimsical font because that is the nature of your business then feel free to do so as it is a great way to draw attention to your stand. It might be people of a younger age that you’re trying to attract. Remember that some whimsical fonts are not taken as seriously as others – Comic Sans is especially guilty of dividing opinion. Designers hate it and there have even been Facebook campaigns to ban the font. Who knew typefaces could be so controversial!

You might want to use the font that is used for your company branding or logo as people find that it shows a professional quality and consistency. Keeping images down to a minimum avoids crowding the banner, but adding something like your company logo can make it more memorable and give people more of an idea about what your stand is offering.

Good use of colour

It’s a good idea to use colours which match your company branding; this will give a consistent feel and promote your brand identity.

Avoid lots of clashing colours in your background, which can be confusing and unpleasant to the eye. You must also make sure the colour of the font contrasts with that of the background for ease of reading. If you have a dark font on a dark background, or light on light, the message on your banner will get lost. If you want to make one particular word in your banner stand out then you can make it stand out with a different colour to the rest, so long as it doesn’t clash with the background.

Stay visible

There is no point in putting all that effort into your banner or display if it is going to be obstructed by another stand. Make sure you give yourself enough height or prominence so people can see you. Using a reflective material for the banner will catch the light and all people will be able to see is a huge glare. Matt materials are better for visibility and you can use light to your advantage.

Achieving high impact with your display equipment

The quality and wow-factor of your display equipment can play a significant part in achieving successful promotions of your service or products. Whether at road shows or exhibitions, or even in exclusive presentations to clients and prospects, you don’t want to give the impression of being the poor cousins when it comes to show-casing your services or products. The competitive market place demands excellence on all fronts, including how your services and products are advertised and promoted.

Fortunately, it’s fairly straightforward to get the full range of display equipment – including banners, display stands, exhibition equipment – designed and produced for you to high specification and quality at competitive prices. There are many strategies you could use to enhance the effectiveness of your display equipment. These include:

Clear design elements

The artistic use of colours, photographs, illustrations and captivating fonts are the stock in trade of designers. Working with a contracted designer as a team, you can come up with well-designed display equipment that can put across your messages in effective ways. The messages can be tailored to different target audiences, taking account of age, cultural trends and so on. For example, messages to a younger audience may be in bright and playful colours compared to messages aimed at corporate executives.

Clear and bold messages

If you’ve got a brilliant product or service, you might as well state bold claims about it. With a bit of creativity, you could come up with catchy slogans and messages that captures the imagination of your target market. It is also useful to obtain testimonials from satisfied customers and users. Such testimonials can be worth their weight in gold, as they can be especially effective in impacting  sceptical customers or clients who want to see social proof.

Clear invitation to action

Sometimes advert messages are too clever by half: they may be amusing and entertaining but lead to no sales or greater awareness of the product being promoted. Big corporate entities with huge advertising budgets may be able to afford such campaigns; but smaller and more pragmatic companies are best advised to go for messages with a clear invitation to action on the part of the target audience.

Clear ongoing promotion

Your company or service may be one of those providers who need to be in the public eye almost continuously – to sign up new subscribers, or persuade prospects to switch over from one supplier to another. For ongoing promotional work, make sure you have sturdy and strong display equipment that can withstand the pressures and bumps of being carried from exhibition to exhibition, from road show to road show.

Clear guarantees out there

Customers like to be assured that not only would their consumer rights be respected, but that their complaints and feedback are taken seriously. It is good practice to spell out your guarantees clearly and flag them up in your campaign brochures, and on display material where appropriate. It is an expression of confidence in your products that will positively impact the customer.