Why You Need to Scope Your Competitor’s Displays Before Choosing Yours
Choosing your display system is an exciting time, but with so many options to consider, getting the right system to market your products or services can be confusing.
To get your journey onto the right path, start by checking out your competitor’s displays.
Your competitor’s displays are an invaluable source of information and resourcing – but few businesses actually bother to check them out.
Here are our top five reasons why checking out your competitor’s displays is an important activity to getting your brand ready for its first exhibition.
Competitors have often done the hard yards
The beauty of seeing a ready-made stall is that you get to check out the different aspects that make it work.
Often, the first iteration of a brand’s stall is something of a canvas that the business builds upon. As the years progress, businesses often add new panelling, interaction zones and features to make the stall attract keen customers.
While a premium stall is a substantial marketing investment, most stalls are created from a system that can be scaled up or down to suit. In many cases, the ‘anchoring’ element of the stall is a simple, large panel.
When you visit your competitor’s stalls, check to see what system they are using for the expo. Also make sure to check:
- Is it a bespoke system? Or perhaps a system that can be broken into several parts to work with the space?
- Check to see what sort of imagery is being used – is it of products, branding, ambassadors or more?
- How tall is the stall, and can you see it from a distance?
- Does the stall look clean and polished, or natty and patched up?
- What is your competitor using as an interaction element? Is it a demonstration, video, live product or giveaways?
Watch how customers interact with the stall
The ideal stall will invite customers into the stall to explore the goods and services, so maximising visuals is paramount for success.
Whether you’re watching your competitor’s stalls, or a range of others in the same expo, check to see if customers are able to walk into the display or are being repelled by awkward entrances or hard to understand promotions.
Investigate who made the stall
Acting as either a note of caution or invitation, checking the make of your competitor’s stalls will help you narrow the field when it comes to choosing the right supplier to create your display system.
Seeing a supplier’s goods in real life will give you a better idea on the structural integrity, look, feel and practicality – so you won’t waste your hard earned cash on an investment that can’t last several years.
Critique the good and bad aspects of the stall
Some systems may seem great on paper, but in reality, they may not work for the customers you’re aiming to attract. For example, food and hospitality exhibitions often need to use their space to promote their goods in an easy-to-see way, and often use chilled or heated glass cabinets to maintain the integrity of their samples. Alternatively, a food supplement company may only require shelves and brochure holders so they can dispense tastings quickly.
From customer movement to quality and finish, examine everything you can see and touch against your expectations of a successful stall.
Watch the staff
Not only is the right staff important for your stall, but so is making sure your staff can navigate and do their selling without bumping into parts of the display.
Staff that look unprofessional moving around the stall are a huge turn-off for prospective customers, but so is having too many staff.
Check with your competitors whether customers are having a better time:
- Dealing with standing staff, or staff sitting behind counters
- Moving to quieter areas to complete transactions
- Handing over details over a main counter in front of other customers
- Interacting with many staff, or waiting for a few