Show and tell
Robin Petherbridge of Creative Partners reveals some of the tricks of the trade gleaned from 25 years creating campaigns for the marine industry
Exhibiting at an exhibition costs a considerable sum, so it's as well to make sure you get your money's worth.
An exhibition is a stage on which to show off your products or services, to raise awareness and to sell.
But it's more than that, it's also a chance to influence people's perceptions of your products or brand.
When buyers visit an exhibition such as a boat show, they come with certain pre-existing brand preferences, a shortlist of brands that they're most drawn to.
Those preferences are formed as a result of reputation, maybe some personal experience, plus the image and information they've picked up from your advertising and marketing.
In the stark setting of a boat show, one product can look pretty much like another.
So there's more reason than ever to work on that brand image to give you an edge.
Think of your stand like an advertisement. As well as product and branding, make full use of display areas for messages that will engage with visitors and enhance their perceptions of the brand.
An inspiring strapline is obviously a good start.
Advertising can generally be re-worked into display panels. And enticing images of different ways of enjoying the product will help.
It all adds to the appeal, and works a lot better than the all-too-common deadpan product displays.