DISPLAYING & EXHIBITING

            Displays and exhibits must get their messages across quickly. Displays should contain simple messages.

            Good displays and exhibits should arouse interest and get people to take some form of action. Most fail to do this.

            Many displays are cluttered and contain conflicting messages and have long written messages – the fewer words the better.

            People go to shows and exhibitions to see what’s new and to socialise with friends.

            An effective display and an exhibit should stimulate thought and cause some form of action.   

Five of the best tips for staging an effective  display or an exhibit

* State your aim clearly

            Most displays have too many messages and are cluttered up causing confusion.

            What message do you want to get across?

Write it down in one sentence.

            What actions do you want your viewers to take? Also, write this down in one sentence. Now you are ready to start planning your display or exhibit.            

* Get attention – arouse interest

            It is essential to stop people to see what the display is about. Use gimmicks to get attention. If you don’t stop them –  you are wasting time and money.

            What’s new? See our latest product.

            Active displays are better than photos and blocks of text.  People doing things, live animals (especially young animals) and working machines and models all create interest where people stop to see what is going on.  

* Keep the message simple

            Use basic English and keep words to a minimum.

            Use bold visuals to tell the story.

            Large clear lettering allows people to read the message from a distance. Use strong basic colours to get attention and these are best for clarity.

* When possible involve your viewers

            Encourage people to compete in events or take part in competitions and raffles.

            Give worthwhile prizes and handouts.

            Aim to make appointments with interested people for follow-up calls if you are selling a product or a service.

            Make sure you keep any appointments you make. Don’t make promises – make good.

* To get attention, make it different from other displays

            If you are using living plants or animals, keep changing them.

            Keep the exhibit fresh, clean and tidy.

            Attendants should be obvious, neat and well-groomed with a uniform to distinguish them.

            Attendants must be well trained and knowledgeable about the services and the business and any products sold.  Roster them for regular breaks so they are always fresh,  enthusiastic and helpful.

            Of all the things you wear, your smile is the most important.

-Geoffrey  Moss (mossassociates.co.nz) 

“If you don’t stop them – you don’t sell them!”

SOURCE: For more on this topic see:  “Persuasive Ways” first published by Moss Associates Ltd, New Zealand and in Chinese by Shanghai People’s Publishing House and as “Secrets of Persuasion” by Cengage Learning Asia. (Available as an e-book from Amazon.com.) Also available as “Getting Your Ideas Across” from Kogan Page, U.K and a  Hungarian translation published by Bagolyvar Konyvkiado, Budapest.