How Will It Affect Your Exhibition Stand?
The Difference Between Consumer Focused Events and B2B Trade Shows
At Conex Temporary Walling Solutions, we supply temporary walling equipment and exhibition stands to businesses. One question we regularly get from our clients is what type of equipment they need for a specific event.
Business owners should be aware of two major types of events when creating their temporary exhibition stand. The first is consumer-focused events, which often have many visitors that are interested in a particular product or service.
The second is business-focused events, often called B2B trade shows. It’s essential to know the difference between the two, so you have the best chance of making the right impression with your display.
In this post, we’ll look at each in more detail and reveal how you can use exhibition display stands to build a more successful business.
What Are Consumer Events?
Consumer events are typically open to the general public and are organised by private companies or individuals. They can focus on a particular topic or industry or be more generalised.
The objective of these events is to attract visitors and encourage them to spend money at the event – whether that’s through purchasing tickets, attending workshops or buying products from exhibitors.
For example, if you’ve ever attended a tech event, you’ll know that their primary purpose is to advertise current and future products to consumers. For example, Apple might unveil their new iPhone, or HP might showcase a laptop.
While these are large shows, you could attend a local event – especially if you’re a small business that sells products to the local community.
What Are Business Focused Events?
Business-focused events, or B2B trade shows, are organised by industry associations and trade groups. They’re designed to help businesses meet and network with other companies in their industry. Exhibitors at these events typically have a product or service to sell to the other companies in attendance.
These events are a great place to network with people within your industry and often lead to business opportunities. In addition, attending these shows is an excellent way of finding suppliers or potential partners for new projects.
As they’re targeted at specific industries, you’ll know that the attendees will be interested in what you have to offer.
How Might Both Affect Your Exhibition Stand?
When it comes to your exhibition stand, you’ll need to decide which type of event you’re attending. If you’re exhibiting at a business-focused event, your display should be designed to appeal to other businesses.
However, consumer-focused events might require a different approach. You’ll need products and services that are relevant to the industry you’re targeting, as well as a strong message that will resonate with attendees.
In contrast, business-focused events are less about promoting your products and services and more about building relationships with potential clients and partners. You’ll need to have a stand that can grab the attention of attendees, as well as plenty of staff on hand to talk to people.
Creating a Customer-Focused Exhibition Display
When creating a display for a consumer-focused event, it’s essential to keep the customer in mind at all times.
Your exhibition stand design should make the visitors feel welcome and encourage them to spend money with you. This means making your products and services as easy to understand as possible, so they can quickly identify what you have on offer.
In addition, you should have plenty of staff on hand – or a well-designed digital sign that can talk to visitors directly. The aim is to make it as easy as possible for visitors to obtain information about your company and contact you if they’re interested in doing business with you.
The Best Equipment for Consumer-Focused Displays
If you want to appeal to your consumers, you need to let them know what makes you different and how they can benefit from buying your product or service.
This means using the latest technology to create an exciting and informative display. You might want to consider using a digital sign or interactive display that lets visitors explore your products in more detail.
In addition, you’ll need to make sure that your stand is well-lit and eye-catching. Use bright colours and interesting designs to attract attention, and make sure that your staff and any digital signage is professional and approachable.
Exhibition walls are ideal for displaying information about your company and what you stand for. Consumers care significantly about what a business stands for, and it’s no longer enough to have a pretty face.
Today, you need to show your personality and let consumers know that you’re serious about your cause.
Whether it’s a mission statement or an achievement, showcasing it on a wall will attract your consumers and make them want to know more.
Showcasing your products at an exhibition is required, but the displays you use are equally important.
How will your product be displayed? Will it be with something that enhances what you have to offer, or does it look cheap and nasty? It’s vital to ensure that your exhibition stands reflect what you’re trying to sell, so consumers want to buy from you rather than one of your competitors.
Also, try to have some demonstration products available so potential customers can test them and see if they’d like to proceed with a purchase.
Exhibition Display Lighting
Good lighting is vital for any exhibition display, but it’s crucial when you’re targeting consumers.
It might seem like a small detail, but impactive lighting will help set the mood and create an inviting space for visitors. In addition, well-lit products are more likely to attract attention and result in more sales.
Creating a Business-Focused Exhibition Display
If you’re exhibiting at a business-focused event, then your display should be designed to attract other businesses and encourage them to talk to you.
Your exhibition stand should have plenty of information about your company so that potential customers can learn about your brand and the products and services you offer. People visiting your stand want to feel like they can trust you, so you should be honest and have a professional-looking stand.
In addition, it’s essential to think about the equipment you’re going to use at your exhibition display.
What Should Businesses Include in Their Exhibition Stand?
Several items will boost your company profile and help people remember you better. If you want to grab people’s attention, consider investing in large digital screens or signage. This will help create an impact and let people know what you’re all about.
It would help if you also had a well-presented staff area, where people can come and talk to you about your company and the services you offer. Ensure that all of your staff are dressed smartly and are well-trained in speaking to potential clients or partners.
Doing this means they can answer any questions people might have about your business and provide information that might close a sale.
How Should Businesses Prepare Their Staff?
If you’re exhibiting at an event for business, you need to have a well-prepared staff area where people can learn more about your company and what it offers. In addition, make sure that everyone is well-dressed – whether they’re part of your exhibition team or the people who will be talking with potential customers.
If you want to be sure that your staff are kept busy, make sure that they’re well-trained in how to talk to people about your company and the products or services it offers.
This is particularly important if you’re hoping to make connections with other businesses, so we’d always recommend a short training session with your team beforehand.
B2B Trade Shows Require a More Professional Approach
While consumer exhibitions are more about creating a connection and portraying your company as a brand, B2B trade shows are more complex. Why? Because business owners take longer to make a decision.
Buying a product is often an act of the heart. You want it, you love it – so you buy it! But business owners use their heads, which means you need to configure your display to be more proof focused than emotionally evocative.
Display The Facts
It’s essential to use lots of information about your business on the stand itself. Include critical pieces of data, such as price and contact details, so that people can get in touch with you, even if they don’t do it while they’re at your exhibition display.
While the facts are important, you can still include emotional elements. There are plenty of ways you can show your commitment to other businesses, including your mission statement and value proposition.
Use Corporate Videos
Another great way to show your business knowledge is through video. Have a short corporate video on hand, so people can learn more about your company and what it has to offer.
This will make them feel more familiar with you, which means they’re more likely to give you their attention when they spot you at other events in the future.
Less Sales Like More Informational
Consumer exhibitions are all about selling your vision, product and service, but B2B events will always be more informational because the decision is often much more significant.
For example, a consumer might decide to buy a £50 product, but business owners take longer to assess their options, so make sure you provide contact information at the trade show.
How To Balance The Emotional and Analytical?
The main aim of your exhibition stand should always be to impress people with what you have to offer. Still, you can also include a few emotional or informational elements to help people take notice.
As we’ve mentioned already, it’s also essential to create interest with your stand and keep people engaged as they walk around. One way of doing this is through the use of branding. Have high-quality banners and posters on hand which show what your business can do. This will help people remember you and your company when they’re back at their office.
Why Rent Exhibition Display Stands?
While it might seem more cost-effective in the long run to buy an exhibition stand and the equipment, renting everything could save you more time.
For example, if your stand is just for one event, renting everything will save you from the hassle of storing the equipment at home or in the office.
You can also customise wall display boards with your brand colours and add graphics to make them more relevant to your company.
At Conex Temporary Walling Systems, we believe every business should have the opportunity to compete against its larger counterparts, which is why we offer low prices on all exhibition stands and equipment.
Our extensive range of exhibition solutions includes:
- Temporary Walling – Art gallery walling, plasma walls, Slatwall, low walls
- Graphics – Full customisation available with your brand graphics, slogans and anything else you might need.
- Lighting – Halogen, LED, Picture Lights
- Giant Wipe Boards – Perfect for changing your slogan and messaging throughout the day
The Bottom Line
So, now you know the differences between consumer-focused and B2B events, you can design an exhibition that meets the needs of your audience. Trade shows and exhibitions are some of the simplest ways to market your business and turn qualified leads into customers.
While the internet has undoubtedly made communication and entrepreneurship accessible to everyone, people often forget that the good old fashioned exhibition is still a wonderful place to find new clients.
Not only are all attendees essentially qualified leads, but they’re also interested enough in your industry to attend an event.
We have a helpful exhibition checklist with step by step instructions on how to plan for your event. Using it means you can make a significant impression on your audience and build a successful business.