Exhibition Knowledge: Booth Design

With the increase of exhibitors and the demand of spectators, it will be the biggest headache for every exhibitor to create a beautiful booth feature at the exhibition. Let the least amount of money get the best results. International exhibitions are also increasingly recognized by exhibitors. But after going abroad, we found that compared with foreign counterparts, buyers are inferior to their own products. The price is low, not their products, but their poor image. For this reason, some exporters began to organize their own marketing planners to plan and design, hoping to get out of the shadow of low-grade enterprises. However, for more export enterprises, they have just started exhibiting overseas, and lack of experience in exhibition planning and exhibition design. At this time, relying on some design plans arranged by professional exhibition companies or exhibition organizations, this problem can be well solved.

　　 Exhibition booth Design: overall attack or highlight? personality ?

As companies go overseas Exhibitors In the form of different groups, some of them participate in exhibitors' collective exhibitions and some represent enterprises alone. Therefore, there are different trends in the design of exhibition stands. The collective exhibiting enterprises often carry out the booth design as a whole, highlighting the professional image and the overall external image. For example, the exhibition organized by the China Council for the promotion of trade promotion (CCPIT) will build a large Chinese Pavilion in the exhibition hall with Chinese symbols, highlighting Chinese characteristics and innovative designs in architecture, lighting and decoration.

According to the product characteristics of each exhibition, the exhibition design company has a unified design for the exhibition hall, but exhibitors can arrange their own layout in terms of exhibits and layout.

As a well-known booth exhibitor's experience, enterprises will be asked to improve their image. They will recommend and liaise with the exhibition planning companies for unified planning and design. "The overall design is more imposing and the cost is more economical." In particular, different exhibition organizations have organized different Chinese enterprises to participate in the same exhibition. They should also coordinate with each other to unify some basic factors, such as the tone of color, and so on, reflecting a national image.

In this regard, Mr. Zhang Weixiong, general manager of Hk Exhibition Services Ltd, agrees very much. He believes that the exhibitors in mainland China are still better organized in the name of the national group, and the target is quite obvious. Those who want to find Chinese products will go directly to the Chinese product exhibition area. "If you are a family, it will not be easy for him to find you." He said.

Sometimes, although the exhibitors in mainland China sign up individually, but because of the large number of Chinese enterprises who have signed up for the exhibition, their companies will also concentrate the exhibitors in one area, and have a unified image in the exhibition to facilitate buyers who are interested in Chinese products. In this case, "we will decorate the decoration company free of charge to make some uniform arrangements for them, put them together and add some decorations with Chinese characteristics." In this way, when organizing external publicity, the exhibition organization can also publicize the form of Chinese exhibitors.

But many exporters are willing to design their own booth at the exhibition. "This will give prominence to the image of individual individuals." Mr. Sun Wei, deputy general manager of the industrial control group, thinks so. In fact, there are ten exhibition pavilions in a fair, with hundreds of exhibitors and customers can not see them one by one. "Therefore, we should consider the key points in design and layout, such as brand logo, company logo, company name, company strength and service." Mr. Fan Xiaoning, director of marketing of the group, said: "the exhibition is concise and there is no need to introduce products. The aim is to enable buyers to leave an impression in the shortest possible time."

How to highlight individuality in booth design is related to the purpose of exhibitors in export enterprises. If the purpose of your exhibition is to promote the brand and promote the image of the company, we should highlight the logo of the company and the brand name of the product. The senior personage said, "there are three general principles in the selection and layout of products: one is to select products that can represent our R & D level and capability and to be in the leading position in the industry; the two is to select products for local market according to the development trend of the target market; and the three is to select products that represent the characteristics, technology and image of the enterprise."

Some exporters have their own marketing planners and professional designers. Their image planning and booth design are usually done by themselves. But for more enterprises, they have just started exhibiting overseas, lack of experience in the planning and exhibition design of exhibitors, lack of information on international exhibitions, and lack of communication media. They are not easy to communicate with overseas design institutes. They often spend money. Booth design can not achieve the intention of exhibitors to participate in the exhibition. At this time, some exhibition design organizations arranged by professional exhibition companies or exhibition organizations can solve this problem well. {page_break}

Exhibition planning services

First of all, the exhibition planning company should get the building plan of the booth, and the exhibitors can get the plan after registering with the exhibition organization. The planning company wants to study the building plan: how many kinds of square meters are there? The two side open stalls, the four sided open stalls, or the stalls with one side of the open stalls. The exhibition products in the stalls include booth, floor slab and hole board.

At the same time, the design company also needs to consider which Pavilion in which city the exhibition will be held, because in different pavilions of different exhibitions, the exhibition organization has different requirements and restrictions for exhibitors. Exhibition planning companies need to study different types of products for exhibitors from different industries, because different exhibitions and different exhibits have different priorities and ways of display, and have specific purposes.

It is also important for the planning company to discuss the budget of the booth design with the exhibitors. Because high quality exhibition and booth design can effectively display the image and ability of the enterprise, and the design of high quality exhibition and the cost of booth design are relatively high. The exhibition planning company must be able to provide more services and assistance to exhibitors at the location of exhibitors and local exhibitions. This requires multinational exhibition companies to provide services.

Therefore, when choosing exhibition design companies, we need to consider whether the other side is an international exhibition and planning company, whether they have good communication skills with the exhibition organization and exhibition hall, so as to help exhibitors to save time and energy; the other side also needs to fully understand the connotation of your product and enterprise logo, because this recognition can promote the marketing effect of your company and product at the exhibition by the booth design.

How to cooperate with exhibition design company

In order to ensure the quality of the booth design and the effect of decoration, it is suggested that the exhibitors should cooperate closely with the design company. "For example, booth design," Mr. Zhang said, "we will find international exhibition booth design companies. They have offices in the exhibition area. If there is no, we will also cooperate with them to make the booth design by fax and e-mail." For the Chinese exhibitors, the company will also invite the exhibition design companies to make a special exhibition area for them with some signs.

In the aspect of quality and effect of booth design, two points should be noted: first, look at the theme, two look at the budget. Mr. Zhang's experience is that if it is a traditional handicraft, alcoholic food and other exhibitors, because there are exhibits with Chinese characteristics, if we carry out the traditional Chinese style booth design, such as red, and hang lanterns or anything, it can still be done; however, if high-tech products and international exhibits are needed, we need new designs for the trend. "This is not enough for Chinese export enterprises." At the same time, when the budget was loose, a good design company was found. Generally speaking, the result was pretty good.

Exhibitors in mainland China often lack experience in booth design, and often communicate by fax or telephone when discussing design and decoration with overseas exhibition design or construction organizations. Because of language problems, there are many misunderstandings at times, not necessarily local construction companies to deceive them. Therefore, Mr. Zhang has repeatedly stressed that in order to ensure the consistency of the construction and the original design, before you hand over the exhibition design and construction project to them, you need to add a condition in the contract, asking the manager of the other party to be responsible for the project to proceed with the group and to follow up the construction process and service of the exhibition.

When you arrive at the construction site, if you see the colors, materials and design drawings that are inconsistent with the design, you should negotiate with the project manager. Therefore, you are responsible for the construction manager preferably one or two days in advance, and the company's China office project manager to the exhibition site "supervision workers". After completion of the construction, your construction manager also needs to ask the other party to arrange the exhibition booth construction problems during the exhibition, who is responsible for the follow-up work, and must make clear the transfer. General international exhibition booth design companies can do this.