Trade shows and exhibitions are an excellent way for brands to directly connect with potential clients and customers in their industry. By setting up an exhibition stand at prominent trade events across Europe, brands have an opportunity to showcase their offerings, build awareness, and boost sales leads. However, there are so many companies vying for attention at these crowded shows. So brands need a creative way to stand out from the crowd. An innovative solution that is gaining popularity is the double-decker exhibition stand design.
A double-decker stand provides brands with a unique and impactful presence on the show floor. By designing their booth over two levels, brands gain valuable extra space that can be leveraged in several advantageous ways. Let’s explore some of the key benefits a double-decker stand provides at top European trade exhibitions:
Increased Visibility:
One of the main attractions of a double-decker design is the increased visibility and prominence it lends to a brand. By raising part of the booth to an upper level, the stand immediately catches the eye from further away in busy aisles. This draws more traffic to the booth as attendees are naturally curious to see what is on the second level.
The elevated platform also allows branding and graphics to be seen above the crowds more easily. Overall, a double-decker stand helps brands stand out visually from the sea of standard single-level booths.
Expanded Space for Demonstrations & Experiences:
The extra floor space granted by a second level provides brands with opportunities for more creativity. They can showcase products, demo technologies, and craft immersive experiences for visitors. Upper areas are well-suited for hosting seminars, showcasing prototypes, or hosting VIP clients.
Meanwhile, the ground level can be dedicated to interactive product displays or sales meetings. Some brands even convert elevated spaces into lounge areas, cafes, or private meeting rooms to enhance the visitor experience. The spacious dual-level exhibition stand design allows for more engaging demonstrations that keep audiences longer.
Optimum Branding & Messaging:
With doubled exhibition space, brands have prime real estate to maximize branding and communicate key messages visually. Large graphics, lighting, and digital displays can be deployed prominently across two levels to strengthen identity. Messaging can be carefully crafted for each area – introducing the brand upstairs before directing visitors downstairs for in-depth product insights.
Dual branding allows multiple angles to be showcased cohesively. Professional architects can also creatively incorporate branding into structural elements like stairs, railings, and internal features for integrated visual impact.
Captive Audience Engagement:
A strategic advantage of double-decker stands is their unique ability to keep visitors captive as they move between levels. Whether navigating stairs or queuing for elevator access, attendees are a captive audience for branding and sales pitches along the journey. This “elevator effect” grants extra touchpoints to immerse visitors and engage them through the experience.
Brands can leverage transit areas with interactive displays, sample giveaways or product showcases to maximize engagement during stopovers between levels. This controlled foot traffic helps convert more casual visitors into qualified sales leads.
Cost Effectiveness:
Upgrading to a double-decker design may require additional investment in structural elements. However, the return on investment can outweigh costs through increased traffic and sales conversions. With double the exhibit space gained, brands have an efficient way to expand their on-floor presence and hosting capacity. They do not need to take up a disproportionately larger booth footprint.
This density of space usage ultimately proves cost-effective versus booking two separate single-level stands. Extra hosting amenities like lounges, cafes, and breakout rooms supported on the second level also help brands provide additional value to clients and prospects.
Conclusion-
The landscape of the large-scale European trade shows is extremely competitive. Brands need impactful ways to break through the visual clutter and convert casual visitors into qualified sales opportunities. A thoughtfully designed double-decker exhibition stand provides a unique vehicle with several advantages. These stands heighten visibility, expand hosting capacity, maximize branding reach, and keep booth visitors engaged over two experience levels.
While requiring more initial investment versus standard single-level booths, double-decker exhibits prove highly effective at capturing attention and generating long-term ROI. As a proven attention-grabbing strategy, double-decker stands should be seriously considered by brands.
Are you also searching for an exhibition stand builder to make a lasting impression at Europe’s premier trade exhibitions? Then you need to hire an expert and Mavonorm can be the best choice for you. With an experienced team, best-in-class facilities, and a focus on exceeding expectations, Mavonorm creates impressive booth experiences that generate high-quality leads and long-term brand exposure. Contact us today!
