The key components to an exhibition.Working out what makes an exhibition successful can be difficult.
Graphic designers don't often work with the organisers of an exhibition so it can be difficult to work out what needs to be done in order to make it a success. Glimpse Media has worked with the International Franchise and Branding Exhibition (IFBE) for the last two years to work out the necessary requirements.
Aim
We realised early on that finding the relevant information on what makes an exhibitor successful is easy to find but information on how to successfully run an exhibition is very scarce. That is why when the IFBE came to us and asked us to create a poster for the IFBE 2010, we knew that this would be a perfect opportunity to work with an exhibition organiser to see what affects different graphic design has on the exhibition. We worked with the IFBE and decided to work out what different graphic products can do to:
- Increase the concentration of entrepreneurs (the IFBE target market)
- Increase the number of exhibitors presenting
Procedure
In order to complete our research and to compare results, we had to work with the IFBE two years in a run as it was the first exhibition they had ever run in 2010. In 2010 we designed two posters for the IFBE to be displayed around romania and outside outside of the exhibition centre. The IFBE did not even have a logo - even though this was not advised to the organisers. The little work done in 2010 did help as this was so we could design much more in 2011 and to identify what an exhibition needs. 
In 2011, Glimpse Media designed a new set of posters as well as a new logo, invitations and security tickets. We also created and implemented a brand for the IFBE. However, Glimpse Media did not create the website and so the website was of a different style. If we were to extend this experiment to IFBE 2012, we would also include a new website design. The idea of the theme of the invitation, logo and security ticket was to make it professional.
This means making it easily readable and neatly presented. To involve not too many colours but a select few to give it a feel of 'involvement'. We also wanted to go for a theme of 'revealing' which symbolises the rebranding of an organisation - what many of the visitors are looking at in the IFBE.
Results
After working for the IFBE for two years, we can deduce that our additional work for them in 2011 has attracted a higher concentration of entrepreneurs. In 2010, a third of the the attendees were entrepreneurs whereas in 2011, a record 99% were entrepreneurs (the target market of the IFBE).
Also, in 2010, only 22 exhibitors attended to exhibit their organisations whereas in 2011 another record of 46 exhibitors arrived. This is an increase of 52.2%. Here is an infographic to represent this:
Explanation
In 2010, there was no method behind the branding of the IFBE was not complete. Although this was slightly disconcerting, it had to be done for two reasons:
- To undertake this necessary research and;
- Stay within the budget of the exhibition organisers
No proper brand meant that the exhibition could not communicate it's message clearly, it's ethics, etc. But it also could not communicate the messages it did have to the correct people. This meant a much lower concentration of the relevant visitors they would have liked. Also, with a message which wasn't very clear, potential exhibitors would be confused whether the exhibition is right for them.
In 2011, Glimpse Media were given a bigger budget to work with as well as a clear aim - to increase the number visitor which are of the IFBE target market as well as the number of exhibitors. With a bigger budget to work with, this could meant that we could design many more things including a new logo, invitations and security tickets. Sending professional invitations was something that the IFBE had never done and so people who did receive these invitations seemed a lot more likely to go as they are more impressed with the style of the work.
Professional security tickets also means that even after the purchase, customers are still impressed and are likely to recommend to their friends (more than likely other entrepreneurs - again, the correct target market). Colourful and modern posters attract attention and represent the branding part well and have an innovative contrast with the more professional invitations and security tickets.
The new logo of the IFBE now creates a presence / an identity for the exhibition. This logo means they can spread their presence in advertising a lot more easily within business magazine, and press releases and be as professional as the other business organisations.
Conclusion
Very easily, we can conclude that in order for an exhibition to be successful, they must have the following things:
- A strong brand which supports their message to the correct target market
- A logo which creates an symbolises the ethics and mission of the exhibition well and can spread the presence of the exhibition throughout advertising mediums and the exhibition itself
- Promotional material which supports their brand and delivers it to the target market
- Some sort of poster or other graphic advertisement which stands out as modern and represent the exhibition well
- Graphic material which impresses the customer even after purchase
- Induce a sense of professionalism and to get a professional graphic designer to design the graphic design material as graphic designers can easily understand nd implement techniques which need to be used
If you have any questions about the research that Glimpse Media LTD. carried out or the report, then please contact us by clicking here.
