When a brand considers participating in a fair or congress, one of the most important decisions is choosing the agency that will design and produce its stand. It's not just about designing an attractive facade, but about creating a space that conveys the brand's identity, captures visitors' attention, and remains functional and operational throughout the entire event.
Why is it important to make a good decision?
A stand isn't just a beautiful facade: it´s the representation of the company during the event and must connect with the target audience. That´s why design and production must be aligned with the brand's goals and the specific objectives for the event, and be functional and visually attractive simultaneously.
Having the support of an agency that understands how visitors behave and move around at a trade show or congress is often underestimated.
It's not just about designing something “pretty”, but about designing the space from the client's perspective: How will they approach the stand? What will they look at first? Where will they enter the stand? Where will they stop inside the stand? And why are there people who won´t stop and look at the stand?
That´s where you can appreciate the advantages of working with an agency that´s experienced in events. They have identified all those patterns, and they can predict hot spots within the stand and the routes that potential clients will take. All the latter must be combined with functionality and aesthetics, so the result isn´t just aesthetically pleasing, but also functional.
Above all, it's essential to properly understand the client's needs and have the ability to translate them into reality at the event. Sometimes this means integrating brand activations, product demonstrations, or any other MARKETING STRATEGIES AT YOUR STAND TO ATTRACT VISITORS.
What requirements should the ideal agency have?
Operative capacity and local presence:
Having the agency close to the event is always a plus, but it isn´t a determining factor. The key aspect is having a network of trustworthy local suppliers and onsite operative personnel that allows an agile and efficient response to any problems that may arise, even at international events. Even though it´s true that location can help streamline processes such as assembly, onsite checks, or last-minute tweaks, what is important to the brand is the ability to provide effective and efficient solutions to any problems that may arise.
Quality production and great materials
In highly competitive environments like these, where anything and everything is used to grab a client's attention, details make a big difference. Quality of materials, detailed finishings, lighting, or high-quality graphics are details that show professionalism and care, and that will make a good impression on the clients and the brand.
A solid production, with proven experience, reduces the risk of any unforeseen problems and ensures that everything runs smoothly. To achieve this, it's essential that the agency works with trustworthy suppliers and sets realistic schedules.
Ability to adapt to unforeseen setbacks
In the days prior to the event, it's very common for there to be last-minute changes: Final art that needs modifications, changes in the furniture layout, an update in the planning... Adapting without compromising the execution of the event is what allows the agency to maintain the plan without losing quality.
The difference between an agency that is problem-solving and one that isn´t is just that: when something goes south, you must act swiftly and calmly.
Fluid communication and Customer Service
Throughout the whole process, it's paramount that the client feels they can place their trust in their agency. It's not enough to just respond quickly: they must anticipate problems, prioritize, and maintain clear and direct communication.
Having an interlocutor or a project manager who understands all the intricacies of the project: design, production, logistics... makes a big difference. And not just during the event, but pre and post-event are just as important. For lots of clients, it´s more about the experience working with the agency than the result.
Conclusion
Choosing the right agency to produce and design your stand is a strategic decision. It's much more than a pretty design on the render. You must be in the field, have good time management skills, and focus on bringing in adequate clients and helping the onsite team.
What makes the difference isn't just one thing; it's the combination of experience, service, operative capacity, and personalized attention. This balance is what guarantees the space represents the brand properly, and that the event is successful for the brand. Because there is something that can't be designed but can be felt: The peace of mind of knowing that you are in good hands.
