| By :
Jamie Simpson
If you're setting up a booth at an exhibition for your business, a well-designed banner stand can make the difference between success and failure. Exhibitions are crowded with many other businesses vying for the attention of potential customers. If your first impression falls flat, customers may pass your booth by for another that looks more interesting even if you have a fantastic product. Attractive, well-placed banner stands can help draw attention to your booth and encourage customers to stop by for a closer look at your products. Some make the mistake of designing banner stands to look like Power Point presentations, with few graphics and blocks of text. Reserve blocks of text describing product features and benefits for sales pitches and brochures. The human eye will naturally gravitate towards graphics with vibrant colors and human faces. A banner that incorporates these visually appealing elements stands a better chance of capturing a customer's attention in an exhibition environment than a description of the product being sold, no matter how well thought out. When text is incorporated into the design of banner stands, it should be kept to a short and sweet description of a product benefit rather than a feature. For example, a banner for a company that sells razors might read, "The closest shave you've ever had." Make text large enough and in a simple enough font that it can easily be scanned from a distance. Incorporate visual elements to illustrate. Benefits are generally more interesting to potential customers than features, so try to convert features to benefits when preparing your benefit. While a razor might have a blade that is 10x sharper than a competing product, the benefit of the feature is that the consumer gets a closer shave. One final thing to consider including on your exhibition banner stands is a call to action. Many companies choose to offer free samples to entice customers into the booth, coupons or other special discounts for exhibition attendees only. If your company offers samples, text on the banner might read, "Try one on us" or something similar. "Buy one, Get one," is another great example of a call to action that could be included on a banner. As with product benefits, ensure that text is large enough and in a legible font that can be easily read from a distance. Don't underestimate the difference a well-designed banner stand can make in the amount of attention your business receives at an exhibition. Poorly designed banner stands can blend into the background, assuring that your booth will be lost among all the others that are competing for the attention of potential customers. But banners with stunning graphics, bold text that's easy to read from a distance and a call to action can greatly increase the amount of traffic your booth receives at an exhibition.
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