An exhibition stand is not simply a space at a trade show.
It is a temporary expression of your brand, a meeting place for customers and prospects, a platform for content and an opportunity to create commercial conversations that may be difficult to generate anywhere else.
Fluency Marketing helps advanced engineering businesses approach exhibitions as integrated marketing campaigns, connecting the physical stand with positioning, communications, target audiences and follow-up.
This is where I would move the existing Exhibition Stand Design & Build offer. The current service already covers bespoke and modular stands, reusable systems, display solutions and on-site installation.
Exhibition success should not be measured only by what happens on the stand.
Defining objectives, audiences, messaging, activity and measures of success before committing to individual exhibition tactics.
Developing exhibition environments that reflect the brand, communicate the proposition and work practically for the objectives of the show, from reusable modular systems and shell-scheme graphics to larger bespoke stands.
Creating stand messaging, graphics, presentations, video, technical content, brochures and supporting materials.
Building awareness and creating reasons to engage through PR, social media, email, advertising, customer communications and targeted outreach.
Supporting content and communications during the exhibition and developing structured follow-up activity afterwards.
I think we should actually make this distinction explicit on the page because it prevents future confusion:
Exhibiting at an event?
Fluency Marketing can develop the campaign, stand, communications and materials that support your presence.
Running the event?
Fluency Events provides conference, exhibition and programme management.
Fluency already supports clients across exhibition design and wider show activity, with portfolio work ranging from shell-scheme solutions to significant international exhibition stands.By bringing design, content, communications and commercial objectives together, an exhibition becomes much more than somewhere to display a product.
Exhibition success should not be measured only by what happens on the stand.
The strongest campaigns begin well before the event:
Before
Who do we want to meet?
What do we want them to understand?
Why should they visit us?
What do we need to communicate before the show?
During
How does the stand express the proposition?
How do we create useful conversations?
What content and activity will attract the right audience?
After
Who did we meet?
What did we learn?
Which relationships need developing?
How does the campaign continue?
This can include market research, market mapping, growth strategy, opportunity assessment, investment strategy, partnerships and corporate development.
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