Designing an effective and attention-grabbing pop-up stand

Being a business owner, you must constantly come up with creative ideas. The current markets are highly competitive, and keeping up with all the companies operating in the same niche as you can seem like a handful. It is incredibly challenging to stand up against large businesses and corporations. Since they are in full possession of a much higher amount of funds, they have the ability to come up with new products much faster. Their resources also enable them to reach out to their potential customers and do so in an effective manner that convinces clients to buy from them.

When you consider all these aspects, it can seem like the odds are stacked against you, and there’s no way for your business to succeed and grow. Luckily, that isn’t the case and believing so is an over-pessimistic view. You have to be creative and think outside the box. One of the ways in which you can achieve this is to come up with an attention-grabbing display at the next show in which you participate.

However, it might sound like it’s easier said than done. Before you set out to work, it can seem like there’s nothing more readily manageable in the world, but once you get down to it, you’ll discover that it’s more complicated than you thought. Here are some of the things you should have in mind.

The advantages

To create a solid pop-up exhibit, you must be aware of how this marketing strategy can help your business. Working with the full knowledge that you’re aiming for a realised goal will enable you to pour in your resources and energy and come up with something that truly stands out. Choose a reliable pop-up supplier that will provide you with items that pass the test for both quality and reliability. You cannot create a solid display marketing campaign unless you work with high-quality items.

Pop-up stands are an overall excellent investment because they can be reused. You don’t have to worry about purchasing something new all the time and wasting the company’s funds. They are typically lightweight and generally easy to assemble, meaning there’s no need for additional expertise to operate them. Preparing for an exhibition becomes a smoother process, and there’s no need to make special arrangements regarding transportation and storage.

You also have complete control over what you display, so you are the one who decides how the campaign goes. As an entrepreneur, you certainly want to have a say in the image your company projects to prospective customers and fellow businesses.

Consider the design

Since a pop-up display is a perfect example of visual marketing, you need to ensure its design is first-class. Anything less than that can cause you to obtain results beyond your expectations, which would be an unfortunate scenario. And while you generally want to make an impression on your clients during a pop-up exhibition, that’s perhaps more important than ever. The reason? Within the exhibition space, you’ll be surrounded by your competition. While you’re constantly in a race in the business world, an exhibition drives the point across and makes it all much easier to understand.

So, since it all boils down to getting the clientele to notice you and stick around for long enough to learn more, you need to come up with a design that catches the eye. However, this mindset can also act against you. Doing too little will conclude with disappointing results, but so will doing too much. You don’t want to fall into either of these extremes. They’re both detrimental to your company.

Ideally, you should go for a design that isn’t too bombastic or in-your-face. It will send the message that your brand is probably not all that good, so you’re attempting to lure in the customers through other means. It’s challenging to strike the right balance and not seem like you’re shouting for attention but draw people in at first glance. Some aspects you can consider are:

• Logo positioning: Ideally, the logo and brand message should be placed somewhere at the top but within eye level.

• Branding: Customers love a brand with history and which has a story to tell. Make sure you don’t forget the guiding motto of your brand and stick to your ethics even during this challenging time.

• Contact details: You don’t want to beat around the bush or seem disingenuous. After all, you’re attempting to get new clients, and you shouldn’t pretend the pop-up event doesn’t serve this purpose.

• Consistency: You want this display marketing campaign to be in line with the values promoted by your business.

• Showcase everything: You don’t want to sell and nothing else. Take the time to present your business and discuss your short- and long-term goals and plans. They’re all part of the way in which you present yourself.

Mistakes to avoid

And since all guidelines should also include a section for the errors you should seek to avoid at all costs, here are some that you should make sure stay as far as possible from your pop-up:

• Spelling mistakes: Incorrect contact details and printing errors are unprofessional. They won’t only cause customers to avoid your pop-up stand, but they can harm your reputation as well.

• Low-quality: Make sure that all the materials you present are up to standards. Blurry graphics or vague information can ruin an otherwise put-together display.

• Doing too little: While simplicity is typically the key to success, you don’t want to keep things so simple that they fall flat and lose their whole impact.

• Being insensitive: Think about your display's layout, height and size. Also, make sure that there’s no part of your display or message that could be interpreted as having a pejorative meaning.

Creating the perfect pop-up can seem like a breeze, but it’s a task that will take quite some time to get right. Once you get started, you’ll notice that it seems there’s always something you could improve. Give it your full attention. It’s an essential part of your marketing and the success of your enterprise.

Cynthia Madison is a young blogger and economics and marketing graduate. She writes about home, lifestyle and family topics and is a senior contributor to popular niche publications.