DEVELOP A THEME AND APPLY THE WOW FACTOR – Part 1
Applying the WOW factor when preparing to exhibit your designs

Successful events don’t just happen.  They require a lot of research, planning, design, coordination, marketing and evaluation.  You already hired a Public Relations company and by now, you probably paid the fees to exhibit, are working on your designs and thinking about how you will present your line/creations to the trade … your prospective clients.  You know you have a fabulous product but how do you peak the interest of potential clients?  Every event should have a personality.  That personality is a reflection of you, the designer.

Be enthusiastic!  Be creative!  Step out of your comfort zone!

Let your creative juices flow and apply them to your exhibit.  Just as your designs are unique, so should be your presentation.  Think about what sets you apart from the masses.  Are you familiar with the WOW factor?  How will you WOW the senses and create a productive business environment in an atmosphere of fun, beauty and creativity?  Allow your guests to leave with memories from the emotions evoked.  They will look forward to sharing your enthusiasm and inevitable success.  Allow them to experience your event through the senses. Ask yourself the following when planning your event … “how does your event appeal to the basic senses of sight, smell, sound, taste, feel and the intangible, emotion?”

Appeal to all the senses and you are sure to produce an unforgettable and successful event.

The Theme:

You must first determine and develop a theme – your road map to a successful event.

When developing a theme, it is important to know when to stop.  It is easy to go overboard and appear corny or cheap.

 VISUAL/SIGHT: Capture your guests’ attention as soon as they walk into your event.  Let’s assume your design/product has a jungle or African theme.  Build your décor around your product. 

photo credit: intent rentals

Your story board could start with something as simple as a flower and a print.

We designed an entire African themed event around a bouquet of yellow flowers. We incorporated a touch of zebra print and sumptuous lounge and the end result was spectacular!

Identify the colors and textures in your main components.

Here, we are using golden yellow, green, white, black, orange-red colors and a zebra print.

From these components, we can add natural items such as tropical flowers and plants and wood.

It is important to make your guests feel welcomed and comfortable.

Your exhibit space should be inviting and draw in prospective clients.  The layout should be practical, yet inviting.  It should flow to guide guests through the event while avoiding congestion.

Be sure to include a seating/waiting and a consultation area.

Take the time to orientate and train your staff so that they are well informed of your product.  They should be able to greet your guests, offer refreshments and show your product if you are engaged with another client.

Lighting:

Be creative and functional.  Don’t cast shadows on alter the color of products

In our African themed event, consider using torch style lamps to complement the décor.

Of course, ample overhead lighting is required for guests to view your product line.

Use spotlights to highlight your product.

Consult with a lighting professional for creative and functional lighting ideas.

Walls:

Use creative wall treatments or create a wall by using fabric which coordinates with your décor and theme.

In the tradeshow exhibition setting, consider hanging fabric instead of the traditional curtain provided by the producers.

If you have actual walls at your exhibit, you can consider renting back-drops to support your theme.

Flooring:

When considering the floor covering for your event space, be sure to consider safety issues as well as visual appeal. 

 You may want to consider installing a hardwood floor and use area rugs with a design to pull it all together.  Ensure the area rugs are secured with carpet tape to prevent a tripping hazard.

You could even have a design painted on the wooden floors to identify sections of the display and create a feeling of individual spaces or rooms.

At each stage of the theme development process, be sure to ask yourself ‘What is the WOW Factor?”.

Look for our next post to continue to explore sight/visual sense and ways to appeal to the other senses. 

Until next time,
Shari and Linda