Trade show
season is well underway and by now many retailers will have visited at least
one trade show this year. Searching out the latest trend setting products is a
priority at these events but there is something else that retailers can learn
from trade show exhibitions, storytelling!
Companies
launching new products onto the marketplace place huge investment in both time and
money into their exhibition displays. Why, because they have a short time frame
in which to tempt buyers, the competition is immense and within a short space
of time, approximately 3 seconds, they need to visually communicate their brand
to potential customers.
With
this amount of pressure it’s no wonder that many of these companies know exactly
how to convey a visual story. They may have limited space but, within it, they manage to merchandise what can be a very eclectic range of stock, making full use of the available floor area
and stand height. The best companies will not only have visual impact but strong
story lines, making it very easier for buyers to shop
their stand.
There’s
a lot that can be learnt from visiting trade shows other than finding the latest
products and seeing up and coming trends. Next time you visit a trade show have a good look at how the experts
visually communicate a product range or brand to their customers and see if you
can apply some of this thinking into your own shop.
Shops
are made up of numerous visual images all vying for our attention. The problem
is there’s just too many of them; we need a bit of editing if our
brains are able to make sense of what we are seeing. Every picture tells a
story...
All the best
Peter
#retail -consultant -designer -visualcommunicator -educator
tel 07907 691711
email info@artysmith2.com
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