Setting up a successful display

         An effective display and an exhibit should arouse interest, stimulate thought and promote action – many fail to do this.

         Too many displays are cluttered and contain conflicting messages.

         Displays and exhibits must get their messages across quickly.

         Displays should contain simple messages.         The fewer words the better.

A Handful of Tips to help you set up an effective display

 * State your aim clearly

        What message do you want to get across?

Write it down in one sentence. What action do you want your viewers to take?     

* Arouse interest

         It’s essential to get people to stop and look at your exhibit.  

        Use a gimmick to get their attention.

        If you don’t stop them –  you are wasting your time and money.

         “See our latest product – it will save you hours!

* Use an active display

         Active displays are popular. They are better than photos and blocks of text. 

         People doing things, working machines, and models all create interest where people stop to see what is going on.

         Video events can show interesting activities if well done.   

* Keep to a simple message

         Use basic English and keep words to a minimum.

         Use appropriate visuals to tell the story.

         Large clear lettering allows people to read the message from a distance.

         Use strong basic colours to get attention, these are best for clarity.

* Involve your viewers

         Encourage people to compete in events or take part in competitions and raffles. Give worthwhile prizes and handouts.

         Give simple useful samples and gifts to remind people of your service or products.

 * Be different

         Make the area attractive and colourful. Your display must be different from others.

         Keep the exhibit fresh, clean, and tidy. If you are using living plants or animals, keep them changed often and well looked after.

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

         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. It’s all about meeting, showing, telling, and demonstrating – and then persuading.

-Geoffrey  Moss(mossassociates.co.nz)

“To get the attention your display must be different.”

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.