Three to five seconds. That's how long a person looks at a booth before deciding whether or not they will step inside. Colour, lighting, layout, branding and signage are critical to capturing attention, and the psychology of aesthetics and visual cohesion are critical to keeping it, says SMARTBUILD.

Building a stand is easy, but creating a space that captures and holds attention at an exhibition is an art. It is important to create a booth in a way that's ideally suited to the target market, maximises participation, helps achieve measurable return on investment, and aids in connecting with potential customers, says the company.

The value of a well-designed booth comes down to its function. From understanding traffic flow and floor dynamics to designing private spaces and managing complex exhibitor rosters, stands must be designed to optimise every aspect of the space. It is essential that business objectives are heard and actioned in every part of the build. There is no one-size-fits-all, every industry and company is different and your booth must reflect this, adds the company.

At the 2024 edition of WTM Africa, SMARTBUILD — a division of RX Africa — aimed to transform the stand for Botswana Tourism. It won the award for Best for Business because of its intuitive design which attracted attendees to the stand and gave them ample opportunity to engage with the company floor staff, says the company.

The SMARTBUILD team has worked with Botswana Tourism for the past four instalments of the event, each time aiming to resolve challenges with proactive design decisions — including a large, private back-of-house area for staff and catering, two mirrored reception points to maximise flow and creating 20 co-exhibitor identities without creating visual clutter, adds the company.

It requires collaboration and co-creation, understanding the needs of the client and the limitations of the exhibition space. And using every corner to build something that transforms that space into something memorable, says the company.

SMARTBUILD works with Artep Studio at Decorex Cape Town to collaborate with a visionary creative team. Partnering with a client that is technical and hands-on in their approach is a learning opportunity for everyone involved, adds the company.

This close co-creation approach is an important quality. Across all sectors, client expectations are changing as exhibitors want more value, more impact and proven results. "The success of an exhibition stand is not measured in awards or accolades. It is a noteworthy achievement for the client, and it is a wonderful way to recognise the hard work and effort they put into the execution of their stand," says Paul Robberts, Boss of Build at SMARTBUILD.

"But from a stand builder point of view I am much more focused on the quiet accolades and private, heartfelt thank yous we receive when we know we have delivered in all areas from beginning to end — including client service and final install. The best award is when client's return year-on-year because of a great overall experience."

Brands are facing tightening marketing budgets amidst global economic friction and geopolitical instability. Exhibitions have to work harder to justify their value which means overheads need to come down or visibility needs to go up. Experience-led stands are becoming increasingly popular, as are spaced built with psychology and visual aesthetics in mind. It's necessary to create offerings that will hook visitors and engaging environments that will keep them interested and connected, as well as a partner that will help create these extraordinary spaces, and who can be trusted to work regardless of location, adds the company.

More African countries are participating in events and a lot more cross-border activity, and new venues are popping up throughout the continent and conference-led events are growing as dialogue is critical in this sector. SMARTBUILD aims to prove itself a trusted and reliable partner for companies wanting to explore and benefit from these opportunities, offering a safe pair of hands with a trusted network of suppliers that understand the business, says the company.

SMARTBUILD started in response to international exhibitor demand for a single partner capable of managing the full scope of event participation across the African continent. A single point of contact providing in-depth support and proven capabilities. Companies wanted a turnkey solution that's easy and efficient and with a passion for creating spaces that are engaging, relevant and that deliver ROI. The company aims to support skills development and SME growth with a catalogue of suppliers and service providers, and is expanding its services to offer more value across marketing, preferential rates and support, concludes the company.

For more information, visit www.smartbuildexhibitions.com. You can also follow SMARTBUILD on Facebook, LinkedIn, or on Instagram.

*Image courtesy of contributor