Maximising the potential of your event or retail space starts with a design your audience can’t ignore. In business, first impressions are everything. To make yours a lasting one, you’ll need to offer an unforgettable experience. Designing and fitting your space to perfection is essential if you want your prospective customers to join the all-important customer base.
Many organisations will only focus on the sales displays to ensure that each customer can easily find what they need – but equally important is projecting an accurate and powerful brand image. It doesn’t matter how great your products are, people won’t spend time in a space that isn’t welcoming – and they certainly won’t spend money there. This is where event marketing comes in
- With event structures like exhibition units and promotional vehicles, the same is true – your space should make visitors feel good. They should enjoy exploring your displays, in a layout that is comfortable, unrestrictive and designed with sales in mind.
- Flow is another primary factor in successful event marketing, allowing prospective customers to stop and look at your products without disrupting, blocking or obscuring the view of someone else.
- Lighting your mobile exhibition unit is also just as important as lighting your static retail shop. Well-lit displays that allow your customers to see all of your products in their true light will mean what they order from you will look exactly the same at home as it did in your display.
Interior design cannot be ignored
Interior design is something retailers can neglect because their focus is on the product rather than the complete buying experience. Designing your layout for maximum impact doesn’t mean cramming every available space with products, or unnecessary extras.
With event marketing that involves exhibition trailers, you can expect a high volume of visitors to flow through a relatively small space - so you need to make effective use of every inch of available space. Experienced store designers have honed their skills over recent years, and can now create stunning, engaging layouts inside your promotional vehicles that would have been hard to visualise 10 years ago.
Anya Hindmarch, a luxury British leather goods brand, opened a temporary retail unit on Mount Street, London. They themed their somewhat limited space to reflect the AW14 runway show - an excellent way to attract and engage visitors, while making the most of the available space to effectively showcase a range of handbags and clutches. The interior of the unit combined bright graphics and neon signage with modified original shop-fittings for maximum impact and atmosphere. The decision to highlight their show with humour as well as showing off the craftsmanship of each item to its full potential was a smart one and proved immensely effective.
Another fine example of what can be achieved with event marketing interiors is the Casio G-Shock Travelling Pop-Up Shop. This promotional exhibition trailer has been touring various UK shopping centres, taking its unique retail experience to the masses – where it effectively showcases a range of watches from the G-Shock portfolio. The travelling shop has been styled around Casio's iconic premium watch, and tempts people in with a range of competitions, special promotions and plenty of interactive content to completely immerse their visitors.
It’s this commitment to innovative and immersive event marketing that really sets businesses apart from their competitors. By adopting a creative, considerate approach to your event marketing solutions, you can be the business that makes promotional waves in your sector.
To see how we can help you create and deliver unforgettable event marketing spaces, check out our extensive range of dynamic promotional vehicles and exhibition trailers today. Call 0161 821 1010 today to discuss how we can help you design the perfect solution to meet you objectives.