ARTICLE 7

This month I thought I would share some thoughts and a couple of tips for those of us who exhibit at an ‘outdoor’ venue – or at a venue where they also use a part of the grounds for exhibits. Having attended many as a visitor I have a few hints which seem to apply whether it is a trade or consumer event. At the risk of stating the obvious (or unless you exhibit in Dubai) remember where we are – rain is likely if not a necessary part of the visitor experience! Even if the organisers arrange walkways (a la Hampton Court Flower Show or SED Rockingham) it is likely that mud will also be a factor. Not that this should concern you as an exhibitor, but think of it from a visitors’ point of view. I was aware of ‘loitering’ and hovering around a couple of stands where I would have interacted aside from the fact I did not want to be responsible for depositing the contents of my muddy boots onto their pristine stand floor. As a result I satisfied myself by walking around but never venturing directly onto their stand whilst enjoying the drizzle and lusting after the warm shelter that I was observing. Most offices and shop premises have coir matting or the equivalent so all fears can be wiped on the threshold. For those of you lucky enough to attend events in warmer climes, sand is less of a problem, although a fan and something cooling to drink would no doubt always be appreciated by visitors.
Another area that is possibly more important is that of the ‘fly-by’ test. The impression visitors get as they wander past glancing occasionally in your direction. If you have a large quantity of graphics do make sure they are suitable for a larger scale and often brighter location. Graphics designed for indoors with controlled lighting do not fare well once transplanted outside. The biggest benefit especially with island sites is that you can arrange your wares all the way around your stand to catch the interest of passing visitors from each compass point. Have more ‘curious’ items or more intriguing items around the outside it will encourage foraging toward the inner sanctum. It will also be easier for stand staff to spot facial expressions as interest levels are peaked in the visitor and assist with the interaction process. It also works well to have foliage arranged at the edges of your stand – it tricks the eye into blurring the divide between outside and in so more visitors should cross this fuzzy threshold.
My final tip concerns lighting. Rather than ordering the ‘standard’ package of two spots or two plus a fluorescent, can I suggest you have lighting arranged so you can increase or decrease levels of brightness as the outside conditions dictate? By controlling lumens on your stand you will always be welcoming to the visitor and not too bright one moment or plunged in darkness the next.