If you are looking to make your marketing budget go further (and let’s face it, who isn’t?), at some point in the planning process for the forthcoming year your attention will turn to your exhibition stand.

We have many clients who come to us with the question:

“We love what you did for us at the last show, and it was such a success we want to exhibit again! How can we make our stand look fresh and new? Oh, and by the way, we want to spend as little as possible…”

The most effective way is to use what we like to call the ‘Three Ps’ method:

1. Plan
2. Plan
3. Plan!

If you are already aware that you may be exhibiting at further shows, then letting us know as early as possible is imperative. We can then, if needed, design your stand with re-use in mind.

We understand that it’s not always possible to have months of lead time, and with the ever increasing price of floor space it can sometimes be extremely cost effective to get a last minute deal. If it’s a late booking then there are a multitude of things that we can do to help – we have in-house stand fabrication and print facilities, and because of this we can quickly rebrand your existing stand collateral with new corporate colours, themes or logos.

You might have the opportunity to book a larger floor space than your previous show. We also keep a hire stock of reception counters, barista bars and lecterns that can be finished in your corporate colours, with logos that we can add to make the extra space more inviting. We can even provide the Barista!

If you don’t already have them, maybe we could introduce some audio visual elements or iPads. A well-placed screen with a good promotional video can literally stop potential customers in their tracks, making them easy pickings for your sales team. At Identity we have a large stock of screens, iPads, laptops and more which can be installed by our team and hired for the duration of the show, making this a really cost effective method of showing your latest product in wide screen high definition.

Ultimately, the quickest, and therefore most budget conscious way for your stand to have a fresh look is to overpaint the existing elements. This can introduce new corporate colours and instantly transform your stand (remember the last time you painted your sitting room?). We have a very clever analyser that will match your colour exactly, allowing us to adhere to the strictest of brand guidelines or even the colour of your latest product.

Of course, all of this depends on the type of stand that we have built for you, and if you’re unsure, the best thing to do is to talk to your account manager. They will be able to advise you on every part of your stand, and have many years of experience to draw on when it comes to squeezing every last penny’s worth of use from your existing build.