B2B trade shows are important marketing tools because they can bring all aspects of a brand to life. In order to win the competition of attention, intelligent trade show design for optimal brand presentation is essential. Find out in this conversation with our two marketing and design experts Gerhard Preslmayer and Peter Thavonat what is important for brands to function spatially.
Concentrated trade show expertise in one interview: Gerhard Preslmayer, CEO at SPS MARKETING, has been developing and supporting the brand presentations of international companies at global trade shows as a designer and strategist for over 40 years. Peter Thavonat, Art Director at SPS MARKETING, is a specialist in the construction of surfaces and rooms and the design of 3D models at trade shows. Both know how good trade show design attracts interested parties and customers and stays in their memory.
Gerhard Preslmayer: When developing spatial concepts, design takes place holistically on all levels. This is the only way to create an impressive brand experience and an attractive brand presentation that the visitor not only notices but also “takes” with them. The trade fair venue is considered the toughest competition: the concentration of supplier and demand markets in one place requires intelligent trade show ideas that are strategically and conceptually planned and take strategies for qualified lead generation into account.
Peter Thavonat: Good trade show design not only promotes the brand image, but also the sales process. The interaction of various elements requires, above all, expert architectural planning, a good understanding of space as well as knowledge of visual perception and how humans move as beings. Stand concepts and designs are always based on the brand’s identity.
Gerhard: The architecture with a well-thought-out form and design language must be coordinated with targeted communication, creative content and attractive exhibit design. The focus is on the emotional product experience, for which attention-grabbing digital presentations are perfect. They create interaction with the audience, generate data and make complex processes clear.
“Make product features tangible and multi-sensory.”
Peter: The range of digital concepts is wide, from simple displays with touchscreens to gripping live experiences. For our customer Magna, one of the largest automotive suppliers in the world, we implemented a series of interactive displays at the IAA 2023 in Munich. Among other things, on the topic of automated driving, which was experienced in an application-oriented manner through the combination of real products, product animations and tech sheets. We implemented this with large monitors that were installed in a slim object and controlled via a network.
Gerhard: Multisensory aspects such as color, material selection, lighting direction and feel flow into the spatial brand staging. Like the floor plan and architecture of the rooms, they determine within seconds how we feel in a place. At international trade fairs such as those in China or India, cultural expectations differ, and this must also be taken into account in the brand presentation at the trade fair venue. And of course, these factors have a massive influence on design and architecture. The use of color in combination with a well-thought-out lighting concept creates the right mood: cool light to emphasize high-tech products, or warm light for a lounge in which business discussions should take place in a pleasant atmosphere. Trade fair architecture is an important component of corporate architecture.
Peter: Strategic and practical questions play a fundamental role. In addition to the conscious use of corporate design, architecture must find answers to real requirements, such as realistic calculations and feasibility in the given time or materiality.
“Design works on many levels.”
The planning of the various zones such as presentation areas or meeting rooms depends heavily on the identity of the brand and the target definitions: Is the focus on a highly developed communication center with existing customers, product innovations or the establishment of a product brand? Should an open trade fair concept be developed or should a closed stand concept convey exclusivity? In order to convey messages authentically, a uniform appearance is important, which is also reflected in communication.
Gerhard: All content should interact in the docked communication channels and be strategically and process-oriented, from the invitation and trade fair stand design to visuals and typography to the videos. Planning, implementation, analysis: It is best to proceed in phases. During the hot phase, content is developed, whether as virtual tours, digitally accessible information, reports or press conferences. For our customer Greiner Packaging, for example, live expert interviews were filmed at Interpack, and the videos were immediately ready for use on social media and the landing page.
Peter: A good brand story convinces at the trade fair stand in a very short time. It flows into the architecture, conveys themes, makes them emotionally tangible and establishes contact with the audience. To represent a product life cycle, we can e.g. implement a path spatially. Visitors can move through this story and clearly experience the process and developments.
“Good trade fair design makes stories come alive!”
Gerhard: But only authentic stories are convincing! A coherent brand story refers to the company and is actually lived. Design visualizes the topics and works at all touchpoints. Even the on-site staff is involved in the concept, from the branding of the dress design to the communication strategies in sales.
Peter: The best trade fair appearance is meaningless if it does not achieve measurable sales success. High-quality customer contacts and targeted lead generation are formulated goals of the design process. All relevant stakeholders of a company must be included in the process in order to create a “stage” that enables the best performance to be delivered. Because in the end, it’s the qualitative customer conversations and leads gained that count.
Gerhard: A trade show appearance is a highly collaborative process in which the cost-benefit calculation has to work out. Modular trade fair design can also be interesting here, as it adapts flexibly to different trade fair locations and stands and makes brand language and design scalable.
Good trade show ideas are a decisive factor for the success of a trade fair presence. Digital exhibits in particular achieve outstanding results. Are you interested in this? In the second part of the conversation, the two experts explain the importance of interactive touchpoints and show how they simplify the sales process.
