I am often asked by clients when is the best time to refresh their exhibit design. While the ideal timing is not the same for every organization, there are some key instances that indicate it may be time to review your exhibit design:
Brand changes: Anytime your organization goes through branding changes, whether they are a result of a refresh, market positioning, or merger/acquisition, it is important to ensure your exhibit design is consistent with those alterations. Ideally, the changes should be incorporated into your booth prior to their market debut, so that the properties align to the new standards as soon as they are made public.
Campaign or product launch: If your company’s marketing is primarily product or campaign driven (as opposed to organizationally driven), you should plan to redesign your booth every time you launch a new product or roll-out a new campaign. In these cases, the exhibit look and feel, as well as the attendee journey, is focused on delivering targeted messaging and building awareness for the new product or campaign. Usually, the budget for the new exhibit is built in to the launch or campaign budget, but if not, that leads to the last instance – budget.
Budget variation: When budgets vary, either grown or cut, the obvious place to look is with the properties in your exhibit program. Is your exhibit outdated, heavy, or labor-intensive to erect? Do you need more components to fill a larger exhibit space? Has the technology changed that would require a more engaging A/V installation? Has your audience changed the way they absorb information and discover new things? Any of these could trigger an exhibit review to have your booth align with new budget realities. If you are looking for efficiencies, reducing the weight of your exhibit saves on both shipping and drayage. A simpler, cleaner design often reduces the labor time needed for I&D. Both techniques can help fill larger exhibit spaces, as well as incorporating additional technology to attract and retain traffic. Altering the attendee journey can help your audience better connect with your brand and retain key messages the exhibit was intended to deliver.
No matter what the reason for your exhibit re-design, it is always important to document and share clear objectives for the new space. Producing a booth design to meet those objectives while considering the audience’s needs is key to crafting a successful exhibit.