Exhibition Stand design is a fast, easy and low cost way of advertising a brand. This is due to the similarities its holds towards Point-of-Purchase displays (POP).
Point-of -Purchase advertising
POP advertising is used in retail stores to attract interest and promote products. This can include banners, signs, coupons, electronic signs and floor stand displays. All of which can be used within stand design for a reasonable price. These are also very common in supermarkets as they are usually quite crowded. Which is due to different brands all competing for shelf space. This type of display also often links in with impulse buying, as they are offering the merchandise at a discounted price. The idea behind this is to help move the products off the shelves into the customers hands.
There are generally two types of retail advertising messages: promotional and institutional. The promotional ad message features a particular product or group of products at a special or discounted price. Institutional advertising is designed to create a positive brand image for the store. They don’t focus on particular products and prices, but instead attempt to leave a lasting and favourable impression on the customers. – http://adage.com/article/adage-encyclopedia/retail-advertising/98854/
Combining Stand Design and P.O.P
The handy thing about POP displays is that they can be tailored to any brand, deal and space. However an important point to remember about this type of display is that, good displays reflect the level of professionalism within the trade/business. Therefore to invest in a permanent display which advertises a seasonal product is not wise. For POP displays to work they must be thought through and then they will generate sales by themselves. This is much the same as when advertising a company through exhibition stand contractors. As the final result will reflect both businesses throughout.
While reaching approximately 1,000 adults through a 30-second television advert costs £3.30 to £6.32. The cost per thousand for a store merchandiser or a sign with a one-year life is only 2 pence to 30 pence. Meaning overall the business would save money, whilst attracting more customers towards buying a product.
By combining POP displays and stand designs, you can produce a low costing, high standard way of advertising a brand or company. The stands can be built quite high and the POP displays can then be placed on them. This then provides the the same effect given in a supermarket. Especially in the environment which stand designs are placed. As there are many different stands all competing for the customers attention, (much like brands in a supermarket.) Therefore having more height or electronic displays will set you apart from your competition. This works particularly well for smaller businesses who are not looking to spend a lot of money. As they will receive a high quality finish for a low price.
