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Category Archives: The Black Pear Blog

Exhibition Stands for a busy Spring Season

Spring 2016 has seen us busier than ever, designing exhibition stands for some fantastic companies. Check out our designs that are functional and impactful.  We have had some great feedback from our clients who have seen a real return on investment from their bespoke, custom built exhibition stands. I am sure you will agree that our stands are bright and attention grabbing, just what is needed at a busy Trade Show to get potential clients flocking to your stand.

Do get in touch with us at info@theblackpear.com if you would like to discuss ideas to make your business stand out at your next show.

Accountex – Caseware Exhibition Stand

Bright with clean lines and lots of screens to demo software.  Accountex is a busy financial services expo. With lots of software companies exhibiting at the show,  the challenge was to create a bright, fun and appealing stand that could still function as a demo area.

 

Exhibition stands Caseware

BIBA – Broker Assess Exhibition Stand

Modern and eye catching, demo screens and counter area.  This stand was designed for Brand Formula, an awarding winning brand identity and brand engagement agency.

 

Exhibition Stands Broker Assess

CV Show – GT Radial Exhibition Stand

Large showcase stand, lots of space to show products with high impact.

Exhibition Stands GT

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What is good design?

Design is a very subjective thing, therefore, if you ask me how to come up with the best design for your marketing materials or publishing mediums, it would be very unfair for me or anyone else to tell you what is a good design and what is a bad design…….

 

But there are certain elements and principles that we should look for in a design to determine whether the design and layout of the material will be able to carry the message across effectively to the readers and your potential market. The main aim of every design material related to advertising or promotion is either to sell something, promote something or brand a company.

Keep the design and layout simple and clean

The more cluttered or messy the layout and design is for your marketing collateral, the harder it would be for your customers to find the important stuff. So, don’t overcrowd the design of your marketing materials. First and foremost, it should be kept clean and very simple. Yes, we all want to fit as much information as we can into the design but hey, keep the purpose of the design of the marketing stuff in mind. You want to design a novel or design something that sells.

Design Colors

If you have a set of corporate colors (like the colors that you use on your logo, letterhead, envelopes…etc), keep to the same colors in your design. You should present a very simplistic, unique, corporate, professional, consistent image, not a haphazard one. How can anyone rely on you when you have that kind of image, right? It’s best that you not use too many colors for your design. And another important point about designing marketing materials is this; avoid using all the colors of the rainbow in one design! You’re not trying to confuse your customers, you’re trying to make it easy for them to find information, attract them and urge them to buy something from you! I would say using 2 or 3 main colors from your corporate color for the design is good enough.

Fonts

There are tons of free fonts (quite incredibly attractive ones at that) that you can find off the Internet for the design of your marketing stuff – but the sad news is that it’s not always possible to use all of them. Keep to one single font for the content in your design, and if you wish to, you can use a different (a bolder and louder font) for the headings and titles in your design.

Images in your design

Unlike web publishing, using images in the design of your brochures, flyers, menus, company profiles is always a good idea. Enticing your customers with useful pictures or diagrams that illustrates your point or including pictures of your products in the design of your marketing stuff is encouraged. Be careful and weary of using stock photos from the web for your marketing material. One, the resolution of such images (those that you can get off the Internet) is never good enough for printing purposes. Two, you’ll get in trouble with the people who actually owns the rights to those images. So, if possible, if you want to use pictures or illustrative images in your design, it’s best to either get the pictures for the design yourself (with your digital camera) or you should just purchase it.

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Exhibiting at Trade Shows – Top 5 mistakes

We work with many companies who are seeing great results from their trade show marketing.  However, there are many mistakes that people make that can affect the results you get from exhibiting at any show.  We have listed our top 5 to watch out for:

 

  1. Plan Ahead.

    Some companies plan a year ahead, but if you have a smaller stand then perhaps you might not need to.  But you will need plenty of time to make sure that you have the right staff on board, all your marketing materials printed and that you have conducted an analysis of who you are going to target and how.

  2. Pre Show Marketing.

    Make sure your customers know where you can be found at the show and make appointments with key prospects.  You don’t want an empty stand, so a steady stream of pre arranged visitors will make your stand look popular and attract new prospects too.

  3. Cutting budgets when exhibiting.

    Unfortunately, the marketing budget is always the first to get adjusted when cash flow is tight.  But those extra few pounds spent to make your stand stand out from the crowd when exhibiting will be worth it.  Especially when you think that you have a couple of days each year, when all of your existing and potential clients are in one room looking for new suppliers.

  4. Staff Training.

    Make sure you send your best sales staff and that you have developed a great process for capturing those important leads when exhibiting.  Set some goals, whether to make a follow up appointment or actually taking orders on the day.

  5. Follow up.

    Post show marketing is just as important.  Make sure you store all contact details in your CRM and have a follow up process in place straight away.  You don’t want to let those hard earned leads go cold now do you.

 

The Black Pear helps companies all over the world exhibit to their best advantage.  Contact us at info@theblackpear.com to discuss how we can help you too.

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When we went to Pure London

In February, The Black Pear team visited the Pure London exhibition at London Olympia.  We were excited to be there as we were building a great stand for our client and wanted to make sure everything was ready for the show launch.

The show was a great success and we did see so many great stand designs, however our stand took center stage in the main walkway.  Our client wanted the stand to be the place to be at the show, so we fitted the stand with a counter for DJ equipment and a great sound system.  Not forgetting the fridge mini bar and space to mingle, the stand certainly lived up to the brief of being the best place to spend time at the show.

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