Every other year, hundreds of thousands of visitors and brands herd to The City of Light for Paris Air Show. As one of our key calendar dates, this is undoubtedly a show where the best minds in creativity, innovation and design come together to execute a truly exhilarating show.
We’ve transformed our thoughts on what should be considered to truly prepare for a successful presence at the show, have a read below to get ahead of the game and nail your success at Paris Air Show 2019.
- Audit your previous stand designs/ presences
Ensure you thoroughly review any previous stands you’ve had at the show, taking care not to overlook stands that go a while back, you may be able to re-purpose previous content or concepts. Make note of what worked particularly well with your target audience and where improvements could have been made, with a key focus on tech, engagement points and hospitality initiatives. This will provide you with a really thorough understanding of what has and hasn’t worked for your brand at the show so far and will positively impact your 2019 stand design.
2. Highlight what success looks like for your brand beyond stand aesthetics
Let’s not rule out the importance of stand aesthetics – ultimately this is a representation of your brand’s identity and an invitation to a potential addition to your brand community.
Instead, let’s dig deeper; summarise exactly why you are exhibiting at Paris Air Show. Be sure to include quantifiable and realistic goals to support this statement, for example ‘we will be exhibiting at Paris Air Show 2019 to gain brand awareness this would look like 200 stand visitors actively engaging in our brand story’.
3. Organise the flow of people and ideas
Think of the setting as a story, and tell that story in a sequenced, organised way. As humans we’re hardwired to be pulled into good stories. Bottom line… stories generate empathy at the chemical level. But how will this compliment your growth strategy? Stories have the power to change our fundamental attitudes, beliefs and behaviours especially within the business environment. They provide a foundation to build connections – vital for fuelling customer loyalty and sustainable growth. Authentic stories need to be told- marketing is noisy!
Don’t let your brand get lost in dull marketing overload at the show. Add value to your target audience- is their a particular informational gap in your marketplace that you could educate your audience about? Provide your design agency with an adequate insight into your brand story, so this can be accurately conveyed in your stand design at Paris Air Show 2019.