By: Martina Celegato
Submitted: 2009-12-11 08:03:35 | Word Count: 561
A very important moment for all companies is the appointment with the sector trade fair, a key event to show their showcase to the world and other companies.
Essential is therefore the preparation and set up of the stand, so to be proposed to the best of their possibilities. The choices they can make are varied, and the first thing to do is without doubt a marketing study to choose the place and the image that the company should give of itself. The latter allows us to give a defined impression of company that wants to be promoted, and it is not enough to decide what products or services you want to "push" during the fair.
The image itself is represented by the stand, which can be of two types: turnkey or customized. These two options, with possible intermediate choices, are primarily dictated by the economic and aesthetic aspect.
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The turnkey stand, usually proposed by the organizer, is the standardization of the image of more stands. In fact it is the organizers of the fair which offers a homogenous set-up solution for all exhibitors, heights, colors, panels and furniture are the same for everyone, the choice of the exhibitor falls only on the size and additional allocations, which in addition to those included in the package, will be charged.
All this allows the exhibitor to contain costs and the only concern of bringing the product in the space he rented. The homogeneity of image, as well as to give visual order, allows, at a trade event, to be built in record time, given their ease of assembly.
The other formula is set up a customized stand. The very image of the company must be represented in a limited area, in fact booth design is usually devolved to agencies, architects and designers, who will have to submit images of how the booth will be realized, according to the trade fair rules, which can be for example, heights and materials. The design is not limited only to the image of the stand, but also all the documentation for the security and certification of the provided materials. The purpose of both options is the same, promotion or promote a product.
You just have to choose if doing so with a bunch of daisies or a single spectacular rose.
That said, it is clear that the solutions and potential experiments are a lot and the company also need to rent a booth. One example is the exhibition space called the "island" and then open on all sides, a structure built of wood, designed as a single central monolith, modeled on the lines of the logo of the company, with implementation of a central passage for movement inside the stand. The most common however are the wood stands and those created with metal materials such as iron, steel or aluminum.
The stand is probably the "reproduction of the enterprise" put in physical contact with the user.
This is why it becomes crucial to enable a clear integrated strategy among the disciplines of communication, capable of packing the stands of public interested and aware to company products and services.
