Why is the Exhibition Design so Important?
Chances are, a great deal of investment has gone into hiring the exhibition space, arranging transportation of systems and products, booking accommodation, arranging appropriate staffing etc. but all these are fixed costs which do not affect the success of the exhibition on the day. The one element that is totally in your control, and variable, is the effectiveness of the exhibition design to attract customers onto your stand. Enticing designs will increase the number of valuable leads you will leave the exhibition hall with. As with many forms of promotion, the design element, provided by true creative professionals, will be one of the lowest individual costs, will have the greatest influence on the successful outcome, but is often the one element where corners are cut to reduce costs as it is not seen to be as tangible.