How to stop visitors at your exhibition booth? Presentation ideas to capture attention and case studies

When exhibiting at an exhibition, many representatives are worried about the point of "How can I get people to stop by the booth?" Even if you spend money to exhibit, if you are not noticed by visitors, it will not lead to opportunities for business meetings or business card acquisition.
Especially at recent exhibitions, the level of each company's booth design and decoration has risen, and it is becoming difficult to stand out only by displaying panels.
Among them, what is increasing recently is video production utilizing LED monitors and large displays.
Images with movement have the characteristic of being easy to gather attention even from a distance and easy to convey service content and brand world view in a short time.
Even at BEEATS, the number of cases incorporating LED monitors and video content into exhibition booth spatial design is increasing, and we are focusing on it as one of the methods to increase visibility for visitors.
In this article, we will introduce everything from basic ideas to have visitors stop by at exhibition booths, to production ideas that gather attention, cases utilizing LED monitors, and perspectives to lead to stopping by and business meetings.

▼To those considering the planning, design, and production of exhibition booths

At BEEATS, we handle everything from planning and design of exhibition booths to construction, operation support, and novelty production. Not only booth creation that gathers visitors' attention, but also flow design that leads to business meetings and inquiries, we will propose according to your purpose. For those planning to exhibit at an exhibition, please also check the BEEATS exhibition service page.

At exhibition venues, many companies are trying to convey their appeal within limited spaces.
Visitors walk around the venue in a short time, choosing which booths to stop at.
In other words, what is required of an exhibition booth is not just a beautiful design.

First, it gets into the line of sight of visitors walking down the aisle.
"Let's take a look around." "I wonder what kind of company this is."
I want them to think that way. Creating an opportunity That is important.

However, the following situations tend to occur at actual exhibition venues.

・Similar color booths are lined up
・Information on panels is high in quantity and difficult to read from a distance
・It is not conveyed in an instant what kind of booth it is
・The location of information you want to show does not match the visitor flow
・It is buried in the decorations and productions of competitor booths

At exhibitions, it is not guaranteed that visitors will spend time carefully on one booth. Rather, there are many scenes where "watch" or "don't watch" is judged in the first few seconds.

Therefore, to stand out at an exhibition booth, it is not enough to just add flashy decorations, but it is necessary to design it including how it looks from a distance, ease of understanding when approached, and ease of understanding after stopping.

For those who want to learn more about panel design within the booth, please also check out "Tips and Costs for Exhibition Panel Design."

There are various approaches to gathering visitors' attention and having them stop by at an exhibition booth.
Here, we introduce representative ideas that are often considered in actual booth design.

At exhibition venues, visitors search for booths while walking along the aisles that serve as the main flow of the venue.
Therefore, it is important not only to have information that can be seen after approaching the front of the booth, but also to have sign design that can be recognized from a slightly distant place.

For example, by displaying company names and service names in large letters on the upper part of the booth, or by placing catchphrases in high positions on wall surfaces, it becomes easier to be noticed even from a distance.

However, increasing height does not necessarily mean you will stand out. Each exhibition has different height regulations for booths. It is important to place information in a location where the visitor's eyes naturally gravitate, based on venue regulations, booth location, and the relationship with surrounding booths.

In order to remain in the visitors' impression at an exhibition booth, not only planar decorations but also ingenuity in the overall shape and structure of the booth is important.
For example, by giving three-dimensionality to the wall surface, providing an arch-shaped entrance, or incorporating symbolic structures that express the world view of products or services, the impression when viewed from a distance changes significantly.

At exhibition venues, it is not uncommon for similar panels and system booths to be lined up.
Among them, if the booth itself has a distinctive shape, it is more likely to remain in the memory of visitors.

However, it does not mean that you should just be elaborate on the structure.
If you hinder the flow or if the decoration stands out more than the appeal content, the information you want to convey will become blurred instead.

The important thing is whether it is in a shape that reinforces the impression of the brand or service.
Rather than "somewhat standing out," if it is "a design that conveys the company's uniqueness," the persuasiveness of the entire booth will increase.

Recently, what is particularly increasing at exhibition booths is video utilization using LED monitors and large displays. Because videos have movement compared to still images, they have the characteristic of being easy to gather the attention of visitors walking in the aisle. Also, it is a merit that it is easy to convey the service mechanism, image after introduction, and brand worldview in a short time.

Above all, the following contents are compatible with video.

・Animation explaining the flow of the service
・Video showing changes before and after introduction
・Product usage scenes
・Introduction of past cases and achievements
・Image video conveying the brand's worldview
・Introduction of demo screens and operation screens

At exhibitions, visitors will not necessarily listen to every explanation.
That is precisely why visual design that makes people think "I'm curious" even from outside the booth is useful for creating initial contact points.

▼ For those who want to know more about panel design within the booth, please also check out "Tips and Costs for Exhibition Panel Design."

Why has the use of video at exhibition booths been increasing recently?

One is that the information volume of the entire exhibition venue is increasing.
While each company is promoting using panels, banners, fixtures, demo machines, and distributed materials, it is becoming easy to be buried only with stationary information.

Another factor is that the tendency for visitors to judge information in a short time is strengthening.
For visitors who want to tour the venue efficiently, "being seen at a glance" and "being able to understand in a short time" become important factors in deciding whether to stop by.

In that regard, video is well-suited for creating the first impression of a booth.
Moving images are more likely to enter the field of vision of visitors walking in the aisles, and they can intuitively show content that is difficult to convey with still images or text information alone. Another feature is that by visualizing not just service descriptions, but also introduction scenes and usage scenarios, it becomes easier for visitors to relate to the content.

Even in the survey that BEEATS actually conducted at the exhibition venue, video content showed a tendency to have higher visibility compared to still images. In the white paper, we also introduce concrete numerical values as to how much difference in visibility occurred between video and still images as an original BEEATS survey.

What is important when incorporating LED monitors and videos is not to make the purpose itself to install the monitor.

At exhibition venues, visitors judge the booth in an instant while walking along the aisle.
Therefore, it is necessary to think separately about the images that enter the eyes from a distance, the images that can understand the content when approached, and the flow that leads to staff explanation and business meetings.

For example, the way of showing and the content change between the video to gather attention from outside the booth and the video to deepen service understanding inside the booth. Also, how it is conveyed changes greatly depending on the length of the video, text quantity, and screen installation position.

In other words, an LED monitor is not something that "gathers people if you just put it there," but rather something that should be utilized by including the visitors' flow, eye movement, and even the timing when staff talk to them.

Detailed design points and common pitfalls when using videos are summarized in the free downloadable document, "Latest Ideas for Standing Out at Exhibition Booths | Space Design to Attract Attention Using LED Monitors and Videos." If you are planning to exhibit at a trade show, please be sure to check it out.

In the planning, design, and production of our customers' exhibition booths supported by us at BEEATS, cases utilizing LED monitors and video content are also increasing. Here, we introduce booth cases utilizing LED monitors and videos from the case pages currently published.

At the exhibition booth of Money Forward, Inc., we adopted an LED monitor for the tower placed in the eye-catch zone.
LED monitors have the feature of being able to switch and show multiple services and appeal contents even in a limited booth space. While there is a limit to the amount of information that can be posted only with stationary panels, by utilizing videos and slides, you can present information you want to convey in order while gathering visitors' attention.
At the Money Forward booth as well, we are utilizing the LED monitor on the tower part, and it is structured so that multiple appeals can be organized and conveyed while increasing visibility from a distance.

At the exhibition booth of PLAUD Inc., we adopted two LED visions for the tower placed in the center and utilized them as an eye-catch to gather visitors' attention from multiple directions. Furthermore, by providing an actual machine experience space at the bottom of the tower, we designed a flow where visitors interested in the video can directly touch the demo.

In order to have visitors stop by, it is not enough to just incorporate the latest decorations and equipment. The first thing to think about is the point of what kind of action you want the visitors to take.

●Want them to stop in front of the booth
●Want them to know about our services
●Want them to experience a demo
●Want to lead to business meetings
●Want to increase business card exchanges
●Want to leave a brand impression

Production and flow to prioritize vary depending on the purpose.

If the goal is to expand awareness, visibility from a distance and memorable production are important.
If the goal is to win business meetings, it is necessary to create a flow that not only stands out but also makes visitors want to hear your story.
If the goal is to understand the service, a design that conveys the content in a short time by utilizing videos and demos is required.

In other words, what is truly important for an exhibition booth is not to make "standing out" the goal.
Standing out is just an entrance to create a point of contact with visitors.
Whether or not there is a flow that leads to understanding, interest, business meetings, and inquiries beyond that.
Only by designing up to that point can the effect of the exhibition booth be easily enhanced.

Q. What should I think about first to have visitors stop by my exhibition booth?
A. First, it is important to organize what kind of actions you want visitors to take. Depending on the purpose, such as awareness expansion, business meeting acquisition, demo experience, or business card exchange, the places where attention should be gathered and the contents to be promoted change. Then, considering signs visible from a distance, memorable structures, and utilization of videos and LED monitors will make it easier to have consistency in the entire booth design.

Q. What are the benefits of using an LED monitor at an exhibition booth?
A. The LED monitor has the merit of being easy to gather visitors' attention with moving images, and being able to switch and show multiple appeals even in a limited space. Content that is difficult to convey only with still images and characters, such as service flow, introduction images, product usage scenes, and brand worldview, can be easily conveyed in a short time.

Q. Are there any points to note when playing videos at an exhibition booth?
A. If a video is too long or has too much text, it is difficult to convey it to visitors walking along the aisle. It is important to make a screen configuration that can understand the content even from a distance, to attract interest in the first few seconds, and to link it with the booth's flow and staff talking. It is important to use it within a design that leads to stopping by or business meetings, not to make playing video the purpose itself.

Q. Do exhibition booths stand out if they are flashy?
A. Flashy decorations can be a trigger to temporarily attract attention, but that alone does not necessarily lead to stopping by or business meetings. The important thing is that the booth is designed so that what it is promoting is conveyed at a glance and visitors can think, "Let's take a look." It is necessary to think about not only the impact of the appearance but also the presentation of information and the flow.

In order to have visitors stop by at the exhibition booth, ingenuity is required to gather the visitors' attention, such as signs and heights visible from a distance, memorable structures, and video production utilizing LED monitors.

Above all, video is one of the methods that is easy to catch the eyes due to movement, and is easy to convey service content and brand worldview in a short time.
However, installing a monitor alone is not enough. By considering it in combination with the entire booth design and visitor flow, it becomes easy to lead to stopping by and business meetings.

The keys to utilizing LED monitors and videos to capture visitor attention and lead to drop-ins at exhibition booths are introduced in detail in
"Latest Ideas to 'Stand Out' at Exhibition Booths | Spatial Design to Capture Attention with LED Monitors and Video Utilization."

Please use it as a reference for booth creation for your next exhibition exhibition.

Q1. Why is it difficult to stop visitors at an exhibition booth?

A1. It is because similar booths are lined up at the exhibition venue, and information is difficult to be conveyed from a distance. Because visitors judge whether to stop by in the first few seconds, if design that considers visibility from a distance, ease of understanding when approached, and ease of understanding after stopping is insufficient, they will be passed through.

Q2. What are the benefits of utilizing LED monitors and videos at exhibition booths?

A2. It is that it is easy to gather attention even from a distance by moving images, and it is a point that service content and world view can be conveyed in a short time. Even complex mechanisms and usage images that are difficult to convey only with characters or still image panels can be intuitively understood if it is a video, and it promotes stopping by the booth.

Q3. What are the points to increase the stopping rate when introducing an LED monitor?

A3. It is to place it according to the eye level of the visitors walking in the aisle and distribute short content that can be understood in a few seconds. Video design and flow guidance tailored to the distance to the visitor, such as separating dynamic images that attract attention from a distance and detailed information that deepens understanding at close range, become important.

Q4. How can I lead visitors to business meetings or card exchanges after capturing their attention?

A4. You need a flow design that smoothly guides visitors interested by the visuals to hands-on/demo corners or customer service areas. By clarifying the next action after they stop (such as distributing materials, staff engagement, or trial guidance) in advance, you can lead to successful outcomes.