What are the key elements to a great exhibition stand?
Better yet, an award-winning exhibition stand?
INPEX won best in show at APPEA 2019. Their stand design had numerous features contributing to the stand success, outlined in the case study below.loping the content for your pre-event marketing strategies, it is important to consider ‘how’ you write your content.
Tender
Expo Centric were invited to tender for the design and build of the INPEX stand. The design brief was comprehensive and fulfilling all the design requirements was imperative to achieving INPEX’s exhibition success.
Expo Centric competed with a number of other exhibition stand builders to win the tender. The INPEX stand design included all aspects required by INPEX to achieve their main exhibition objectives of achieving a high level of brand recognition through increased exposure, showcasing Ichthys LNG and INPEX as an experienced international oil and gas operator with a long- term commitment to Australia.
The custom built stand submitted for tender also helped to highlight INPEX corporate values while offering them a high level of creativity, interactive components, and having maximum visual impact to help them draw visitors to the stand.
Exhibition Stand Award Winning Features:
Bulk Head
At large exhibitions such as APPEA being seen is the first hurdle. Stand designers and builders incorporate all types of rigged signage, hanging banners and bright lights to try and attract attendees to their stand.
But when every exhibitor is using the same techniques how can you stand out from the crowd?
We incorporated something new into the INPEX stand design. A unique 4.5m high perimeter structure with the bulk head attached to the stand. This bulk head allowed for the INPEX brand to break through the exhibition clutter.
Other stands at the exhibition had ceiling height rigged banners and standard height floor structures, showing their brand at a ‘high’ level and a ‘low’ level; leaving the ‘middle’ area empty.
The ultra high INPEX bulk head sat in this ‘middle’ empty space between the rigging and floor structures, making it viewable to all attendees from any where in exhibition space.
The height of the attached perimeter bulk head created a prominate feature that cut through the exhibition signage, creating a strong brand presence.
Green Screen
Interactive activities are a key way to draw optimal customers towards an exhibition stand, they get attendees engaging with your brand before you begin serious work related conversations.
Having an interactive activity that is non work related, fun and engaging are key successful exhibition design and this is what we did on the INPEX stand by including an innovative Green Screen to encourage attendees to interact in a unique and entertaining way.
The green screen allowed INPEX guests to put on safety gear (hard hats and fluro safety overalls) and be ‘transported’ onto an offshore oil rig. The fun images were all branded and encouraged social sharing.
The immersive green screen was supplied by Social Playground.
LED
More than ever before, brands are turning to the power of technology in an effort to attract, engage and retain customers in new and innovative ways. The latest trends in exhibition marketing are digital signage solutions, animated content and interactive applications.
Using digital imagery and videos are a quick way to visually illustrate why people should care about your brand and buy your products.
Using high-quality imagery and the latest in technology, LED screens, we were able to help INPEX demonstrated their offering and spread brand awareness.
The INPEX exhibition stand combined high technology use with LED screens on all 4 sides of the stand. The LED screens were seamlessly integrated into the stand design being flush mounted for a sleek finish.
The LED screens were an integral part of the stand design to provide dynamic movement and high-quality imagery throughout the stand.
TV’s
While the bulk head and LED screens ensured INPEX was seen from all over the exhibition space, TV’s were also incorporated into the INPEX stand.The TV’s used digital imagery and videos to visually illustrate why people should visit the stand and helped to increased the brand awareness.
TV’s were strategically positioned on all sides of the stand for secondary level of messaging. The eye level TV’s ensured the brand messaging from INPEX was seen by all attendees when walking near the stand.
The INPEX stand also incorporated a large 85” TV inside the stand for more dynamic vision and key messaging.
Lighting
Exhibition lighting plays a fundamental role in meeting your exhibition aims. Lighting can have multiple purposes and done right, lighting can help attract more visitors to your stand and gives them the right impression once they’re there.
Lighting design should be considered from the initial planning for your exhibition stand to ensure the correct atmosphere is created.
The lighting on the INPEX stand was multifaceted. Lighting design of the INPEX stand was valuable to help create ambience. Pixel Tubes were hung from the ceiling of the stand to allow this ambience, but also to create a visual feast.
The inclusion of light boxes showing INPEX logo’s clearly highlighted the company branding and presence at the exhibition.
Coffee
Any regular exhibition attendee will know – Coffee is key! Having the best coffee at a trade show can be the single factor that will make your exhibition stand the most popular at the show.
Day one of an exhibition all the delegate sample all the coffee providers, then by day two there is always a clear winner – the exhibition stand with the longest coffee cue!
In early design stages combining barista made coffeeinto the INPEX exhibition stand design was imperative. The stand needed to be inviting and welcoming to exhibition attendees, and whats more comforting than a coffee first thing in the morning before long day exploring.
Sourcing to right coffee was no easy feat, but by day two of APPEA it was obviously we had succeeded in winning the coffee ‘war’, attendees were queuing up as soon as the doors opened.
The best beans were selected
The best baristers were chosen
The best personalities were only considered
Layout
While all the previously mentioned features of the INPEX stand were fundamental in the award winning design, the stand layout is arguably the most defining feature.
A well designed layout of your exhibition floor plan helps attract attendees and make them feel comfortable to stay. It will direct the attendee traffic flow naturally and combine multiple areas for each step of the attendee journey.
The aim of the INPEX stand design was to create an open, inviting space, with multiple areas for the attendee journey.
Initially, the stand needed a strong presence, which was created by the dominating perimeter structure, bulk head and LED screens.
Next, attendees are to be drawn towards the stand with the use of eye level TV’s.
Then, the internal section of the stand was designed with the attendee journey in mind. From the initial meeting at the front of the stand with high gloss reception stand, the attendees would be welcomed into an inviting informal meeting and interactive area.
For more serious attendees, the stand also incorporated a formal private meeting space at the rear of the stand.
Show
APPEA | Brisbane | 27-30 MAY 2019
APPEA is one of Australia’s largest conference and exhibition. The world-class exhibition brings together Australia’s oil and gas industry. Exhibitors go through a rigours selection processto ensure the exhibition floor represents the top 200 companies of the industry.
With the oil and gas industry in Australia being a lucrative market, reported earning over $175 billion a year,1 and the APPEA exhibition being the largest annual upstream oil and gas event in the southern hemisphere, exhibitors face fierce competition on the exhibition floor.
Therefore, having an exhibition stand that draws in attendees and helps showcase a companies offering is vital in achieving exhibition success.
Company
INPEX | https://www.inpex.com.au
INPEX is an international oil and gas exploration and production company. With natural gas as the core of its business, INPEX aims to grow into an integrated energy company by contributing to a stable energy supply to broader communities.
SAVE THE DATE: APPEA 2020 in Perth from 18-21 May 2020
References:
1. Office of the Chief Economist. Resources and Energy Quarterly March 2017 industry.gov.au/Office-of-the- Chief-Economist/Publications/ Documents/req/Resource-and- Energy-Resources-Quarterly- March-2017.pdf