Published on 06/08/2018
“We don’t build stands, we transform event spaces.” That was my answer to someone who had called our office looking for “a quote for a stand at an upcoming show at Olympia in London.”
The conversation continued like this;
Prospective client: “Well I’m looking at your website and it distinctly says Exhibition Stand Build.”
Me: “That’s because we do build stands.”
Prospective client: "But you just said, you don’t build stands” (a little exasperated)
Me: “What we really do is help our clients transform the space they are using whether this be for a show or a whole event. In doing this we help them transform their event results.
That’s what we really do. Designing and building a stand structure is important and yes that’s “what we do” but I wanted to you understand what our real objective is when we work with our clients.”
Because we want to work with companies that value what we really offer; a vested interest in their success and not people looking for the lowest price display option.
If you are an exhibitor or an organiser I would suggest that this is the type of event partner that you should have working with you.
You want a partner that sees their role as one part in an end game that sees you achieve your event goals and not just the sale and building of a shiny structure.
Some exhibitors believe that they are at a disadvantage when they exhibit at a show with a small stand.
They feel that their stand won’t look as good or as businesslike as the bigger ones within the show. We don’t accept that thinking.
We believe that we can transform even the humblest space and make it look businesslike and attractive. Getting your messaging right and making this clear is often more important to event success than just having a big stand.
It’s also a more cost-effective way to exhibit. If you keep costs under control you can afford to do more shows and therefore to generate more sales. It’s a virtuous cycle.
If you are organising an event on behalf of your company, my advice to the client is to involve your branding and build supplier from an early stage.
They will be looking at the practical aspects of your space and can advise you on things like:
When you start out with the idea to do something that’s different, that’s vibrant, you really are putting yourself on course to transform your event results.
Of course, looks aren’t everything and I wouldn’t pretend that a stand or a room set designed just on it’s looks will work.
The secret to success is the thinking behind the design. If we get that right then our client is much more likely to achieve their objective and just maybe, something beyond that too.
Actually we wrote a short Yearbook called “A Transformational Year.”
Inside we show examples of this kind of transformational thinking in action. I would be delighted to send a copy to anyone who would like to receive it. If you write to me by email: [email protected] I will be very happy to send a copy by return.