Putting brands on show

Exhibition stands seem to be getting bigger, bolder and more inventive with every passing show. But is size important or can exhibitors go too far? There is certainly a distinction between being big and being striking, yet size does have its advantages. A large stand generates media interest, creates the perception of a substantial company and accommodates large numbers of visitors. Exhibitors present at the Millennium Motorshow, staged at the Singapore International Convention and Exhibition Centre last November, offer differing opinions on whether big is always best. BMW distributor Performance Motors marketing manager Mr David Chan admits that size is a very important factor. "If you can afford it, big and bold is, of course, better," he states emphatically. But another exhibitor, Audi distributor Premium Automobiles, disagrees suggesting that what is more important than size is that space is utilised to suit, support and portray brand image. "Bigger is not necessarily better. It is also crucial the features on the stand communicate the values of the product. The most important aspects of stand design are a distinct and identifiable brand identity, novelty and its accessibility," says Premium Automobiles marketing manager Ms Gwendolyn Kum. Stand design agency Pico, which has offices in 12 countries around Asia Pacific, reinforces such sentiments. "Size is important. However, bigger stands may not necessarily be better. The size of a stand is usually determined by the scale of the show, range of products and expected show attendance," says Pico general manager corporate marketing Mr Edwin Ng. "Essentially what clients are looking for is a marketing image that will provide a positive impact both during and after a show. "The critical issue is to establish the correct design brief and advise the client on issues they may not be aware of, such as show-visitor flow, safety factors and physical venue limitations." Raising brand awareness is so important because exhibition visitors are seeing a company out of context. A well designed stand creates an opportunity for them to get a feel for the spirit of the company. "Access is important because we want people to touch and feel our cars. A good stand makes the cars more appealing and makes people want to be part of the BMW brand. Design is very important - the more inviting the stand the better the impact," claims Performance Motors' Mr Chan. "Consistent representation of the brand is paramount to establishing a global identity, be it in Asia or elsewhere. Having a custom-built stand reinforces our branding communication to the public," agrees Premium Automobiles' Ms Kum. Build-time is another important factor in popular venues, where events are being staged back to back. The larger and more flamboyant the stand, the more contractors are needed to erect it and the greater the lead-in time. "Logistics are more complex with custom-built stands. Special attention is required for on-site assembly and set-up of equipment. Additional resources are usually necessary to co-ordinate contractors especially for multimedia set-up," explains Pico's Mr Ng. But by the time the exhibition doors have closed and the last visitor has picked up their free gift from your stand, will its design translate into an improved bottom line? "It is a cost-effective marketing tool if the exposure garnered from the show justifies the cost of using a custom-built stand," confirms Premium Automobiles' Ms Kum. "This depends on how well the show has been marketed as a whole by the organisers and restrictions placed on us as participants. The activities conducted on the stand must also encourage contact with the product and post-show recall of the brand." Belief in the value of custom-built stands is endorsed at corporate level within Audi, as Asia Pacific marketing communications manager Ms Jagoda Becic explains. "Fairs in Asia are publicity magnets and with a branded stand we can target an incredible number of people. Most of the shows in Asia are bigger in visitor numbers than any show in Europe, but we are facing higher costs of participation such as high booth-rental fees and sometimes difficult customs regulations," she says. "Nevertheless, Audi is present at the key shows in Asia making our stands important marketing tools." However, according to Performance Motors' Mr Chan, quantifying the real commercial value of a stand can be difficult unless the exhibitors leave with a bulging sales order book. "It is difficult to say whether custom-built stands represent value for money. They act as forward marketing, by raising brand awareness and announcing new models, but we don't actually expect anyone to come onto our stand and buy a BMW."