10 claves para un buen stand

10 claves para un buen stand
Los expertos en el tema saben que no basta con la creatividad y el buen gusto para la creación de un stand eficaz. A la hora de plantearse un espacio temporal en una feria, es imprescinidble centrarse en varios aspectos ajenos al diseño mismo que ayudarán a la hora de proyectarlo. El trabajo en equipo entre cliente y diseñador es imprescindible para cumplir con el objetivo último de la participación en una feria: comunicarse con el público.

A continuación os dejamos diez claves para conseguir que el espacio de tu empresa o cliente sea, además de creativo, útil.

1. ¿Cuál es el objetivo? El punto de partida para la proyección de un stand es conocer de primera mano la razón que lleva al cliente a participar en la feria. Dependiende de éste, el stand puede ser de una y otra manera, así, por ejemplo, si la idea es captar clientes, tendremos que contar con un espacio que permita la conversación y el cierre de negocios, además de con una serie de elementos en concordancia que permitan exponer el producto a estos clientes (carpetas, displays, etc.). Si el objetivo es en cambio la exhibición de las novedades de la empresa, el protagonismo lo tendrían precisamente esos productos, alrededor de los cuales se centraría el diseño de este espacio.

2. Presencia de la imagen y espíritu corporativos. Cuando los objetivos ya se han convertido en un boceto y el stand comienza a tomar forma, llega el momento de pensar dónde y de qué manera deben aparecer los distintivos de la empresa, la marca, la imagen que le da su personalidad.

3. Sobresalir. Un stand tiene que llamar la atención desde la distancia. Tiene que atraer a los visitantes en una curiosa conversación silenciosa y pasiva cuya clave está en el buen hacer de los diseñadores.

4. Mantener la atención. De nada sirve esperar que nos visiten si no invitamos a quedarse. Cuidar los detalles, controlarlos, desde el tema estructural y la iluminación, hasta a atención al cliente y la accesibilidad de los productos o de la información que el cliente quiera transmitir.

5. Estética. La belleza no es incompatible con la sencillez, y ésta tampoco con lo espectacular. Saber conjugar estos aspectos permite llegar a los visitantes y lo más importante, posicionar la marca y hacerla inolvidable. Los recursos existentes son casi infinitos.

6. Asesorar sobre el servicio. No sólo es cuestión de diseño. Los creadores de espacios creativos tenemos la responsabilidad de indicar a los clientes los complementos ajenos a la elaboración misma del stand: material de papelería, expositores de fácil acceso, incluso cuántas personas podrían ser necesarias para dar un buen servicio a los visitantes. Un dato: el 80% de los visitantes que acuden a ferias recuerdan el trato que han recibido del personal. Por eso debemos cuidarlo, pues lo habitual es que recuerde el trato negativo.

7. Actitud positiva. Los visitantes profesionales que acuden a ferias, tienen un actitud positiva, un interés concreto en algo y deberíamos usar este aspecto a favor nuestra, intentando mantener siempre esta actitud positiva.

8. Valores añadidos. Las propuestas sobre nuevas maneras de exponer un producto son siempre bienvenidas aunque en ocasiones no se ejecuten. Permitir la interacción de los visitantes, realizar acciones promocionales, recurrir a los regalos o al merchandising son ideas que pueden llevar más allá el "simple" diseño del stand y ayudar a posicionar el producto y la empresa entre los visitantes.

9. Monitorización de los resultados. Medir la eficacia de un stand no siempre es sencillo, pero tal vez es la parte más satisfactoria para sus creadores. ¿Cuántas personas lo han visitado? ¿cuáles han sido sus opiniones? Pensar en acciones que arrojen este tipo de resultados sin duda agradará a los clientes.

10. Trabajo en equipo. Ninguno de los puntos anteriores tendría ningún valor si no se trabaja en equipo con el cliente.
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