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Essentials of a Successful Exhibition


Nirav Ganatra, director and CEO, IM Entertainment believes that the big idea clubbed with effective planning makes an exhibition triumph. He further discusses about different aspects of an exhibition.

This time of the year is the exhibition season in India, as retailers and brands are gearing up for the upcoming marathon of trade fairs and exhibitions. There is immense scope in this segment since there is a lot that can be said with minimal elements. In fact, it offers much to learn by visiting these gala events, from the style of display to visual merchandising, brand building and a lot more. We can say that exhibitions work as a catalyst of knowledge sharing.

Exhibitions have played an essential role in the growth and development of leading economies of the world. Countries like the US, the UK, Germany, Japan and France have the largest exhibition industries and traditionally the strongest economies. Exhibitions have also been instrumental in the development of many key emerging markets. Take the examples of China and Brazil. Exhibitions can prove to be an indispensable link in the development of specific indigenous industries. Large-scale events bring economic benefits to the host cities. Bringing together thousands of companies, with a common focus, at one place and at one time can offer massive benefi ts and opportunities. It is not only in terms of commerce but also in a way of sustainability that exhibitions are a very efficient way for companies to meet many existing and potential partners in a focused manner.

However, it is also quite important to have successful events, and to have exhibitors of large-scale events to work on crucial aspects. To begin with, exhibitors have to build up a great idea or core concept for the booths. The key is to let imagination go creative and welcome out-of-the-box concepts. To simplify the challenge, professional agencies or production houses can be hired. One of the country’s finest  art directors, Omung Kumar, always emphasises on having one larger than life element that stands out and makes the entire concept exclusive.

In one of the events, well-known footwear brand Flip Flop created an element by arranging the pairs of footwear in a visually appealing manner that became the focal point. Tailoring brand Denham created the element by arranging numerous scissors used for cutting the fabrics. Leather bags manufacturer Open Circle Lab created a display of the leather in a visually appealing manner. Joalpe International simply created a larger than life symbol of their logo that did the trick for the brand.

Yang Mannequins showcased the idea of eco-friendly mannequins, and for the brand nothing could have done better than this. After the big idea, one also has to keep lightings in mind, as it is a major aspect of any booth. The lighting plan highlights the product display area and the booth too, which can be noticed from a distance and grabs attention of the prospective business partners or customers. After the concept and execution part, there are still certain challenges that are not over yet. Before the commencement of the exhibition, exhibitors need to brief, guide and direct the booth management team. The team needs to be informed and briefed about the product, its advantages, uniqueness and elements that will create a buzz about the brand.

They need to be well equipped with their corporate brochures, presentations, business cards, etc. The exhibitions provide a platform that must be utilised to the optimum by meeting the delegates and collecting maximum business cards. The journey ahead from hereon is smooth and easy. In a nutshell, exhibitions are golden opportunities that can be optimised by a brand to grow, develop and take the business to the next level. Such gala events open plethora of options for a brand to perform beyond the limits.