Where do you look first at a trade fair stand? Do you always dive straight into the action or do you prefer to move along the sides first? Do you like talking to the trade fair staff straight away or do you prefer to get an idea of the products and information first?
How a trade fair is experienced depends very much on how you move through it. For this very reason, it is essential to think in advance about directing the flow of customers to your own stand so that it becomes an unforgettable experience.
Why should I direct customer flows at the trade fair stand?
The first glance at your exhibition stand looks promising: dozens of visitors are present and interacting with the exhibits. But after the trade fair came disillusionment – despite everything, lead generation remained far below expectations. What could be the reason for this?
You may have given too little thought to optimising the flow of customers and the layout of your exhibition stand. After all, just because an exhibition stand attracts many visitors does not guarantee added value – neither for the public nor for the company. If customers are disorientated as they move through the exhibition, however impressive the stand design may be, a lot of potential still remains unused.
The layout of a room is a psychological factor. This applies not only to the event context, but to interior design in general. However, special rules apply at a trade fair, because it’s not just about a feel-good experience, but about communicating and selling a service or product. And because the behaviour of trade fair visitors can be analysed, customer flows at the trade fair stand can also be influenced and directed accordingly.
A clear concept that offers your audience orientation, a sensible sequence of complementary stations and thus an optimal flow from entering to leaving the stand can therefore take your exhibition stand design to the next level.
Layout and steering options
The exact concept for directing customer flows at your trade fair stand is individual. Depending on how much space you have available, what message you want to convey and what products you want to present, the layout can be designed very differently. Here are some ideas that you could incorporate into your planning in advance.
Attract attention
How do you stand out from the crowd of exhibitors? In order for customers to become aware of your stand in the first place, you need an initial spark that arouses curiosity and interest. This can work with eye-catching design elements as well as with attractive giveaways, competitions or product shows. The main thing is to actively encourage passing visitors to enter your stand.
Create flow management
Good flow management is essential to ensure that trade fair participants have an unforgettable time from the moment they enter your stand to the moment they leave. In this way, customer flows move evenly and orderly through the area, waiting times are minimised and visitors are fully informed and leave your exhibition satisfied and stimulated.
For an efficient flow, it is a good idea to divide the exhibition stand into different zones:
- Reception area: Depending on the layout and number of possible entry points, there may be several of these areas. This attracts the attention of guests and gives them an initial orientation aid.
- Information zone: displays, videos, infographics – the more entertaining and entertaining you convey your corporate message, the better it will stick with your prospective customers. Good storytelling is the be-all and end-all hereas well as smooth transitions and a clear sequence of information elements.
- Interaction zone: Here there is space for trying out products, competitions, photo boxes or other measures that motivate customers to interact with your brand.
- Consultation zone: An area that offers sufficient peace and privacy to give interested parties space for any questions and concerns. Standing tables or seating and refreshments are available here.
To ensure that the transition between these zones is logical and seamless, you can work with lighting, fonts or other design elements. Stand personnel also play an important role in good flow management. More on this in a moment.
Interaction with visitors
Interaction and interest go hand in hand. Therefore, make sure that the layout of your trade fair stand always incentivises visitors to become active themselves. This does not have to be limited to the above-mentioned engagement zone with product demos. With the help of QR codes and proactive stand personnel, invitations to interact can be positioned across the entire exhibition stand. From the brand’s own social media profiles to landing pages, newsletter sign-ups and competitions, interested parties can quickly become potential customers.
The role of the stand personnel
Well-trained staff at the trade fair stand play a significant role in helping to direct customer flows. Especially at the entry points, it is often helpful to position one or more contact persons who welcome visitors and, if necessary, refer them directly to colleagues in the counselling zone. Train your staff in good time regarding the layout and the different zones and clearly define who has which tasks.
Conclusion: Good steering is half the battle
Directing customer flows at the trade fair stand is an effective tool to support the presentation of your brand. A clearly defined path and the division into different zones enable visitors to make a meaningful journey through your exhibition and ensure that your message is perceived much better. Entertaining storytelling, well-trained trade fair stand personnel and attention-grabbing incentives for interaction do the rest to make your trade fair appearance unforgettable.
Are you currently planning your next trade fair appearance and would like support with stand design or customer management? Our specialists for trade fair construction solutions all over the world are available to give you non-binding advice – it’s best to send us a message straight away.
