Stand analysis
Stand analysis – the objective look at your stand concept
Stand analyses deliver objective information to help you to perfect your stand concept. Your fair presentation is comprehensively evaluated from a neutral viewpoint on the basis of a standardised catalogue of criteria. By also surveying the most important competitor stands, stand analyses can be used as a powerful benchmarking instrument. You obtain an insight into the strengths and weaknesses of every competitor analysed from which you can derive possible ideas for your own fair presentation. Through our standard analyses, you obtain an objective basis in order to:
- analyse the stand concept in comparison with the competition
- reveal improvement potential
- obtain a sound basis for argumentation with fair service providers (e.g. architects, exhibition stand constructors, communication agencies etc.)
- to identify best practice examples for implementing measures.
Data collection based on a standardised catalogue of criteria
Your exhibition stand is evaluated on the basis of a standardised catalogue of criteria. This catalogue developed by FairControl includes a set of around 120 factual and observable criteria covering the central success parameters for every fair presentation. Prior to the analysis, the catalogue of criteria is coordinated with you and tailored to your individual information needs and the special features of the fair concept.
The analysis itself is performed by experienced FairControl project managers according to the specifications in the catalogue of criteria. The observation also includes a systematic tour of the stand, photographic stand documentation with a focus on the evaluation criteria, viewing and collecting of information materials or, for instance, testing of interactive product presentations. The stand analysis can be supplemented an analysis of dialogues with your stand staff to check their service and advisory quality (cf. also mystery research ).
Evaluation criteria
Our aim is an objective and holistic evaluation of your fair presentation in comparison with the competition. The criteria of our evaluation plan measure the effectiveness of your fair presentation in the following dimensions:
- Stand design (incl. shape, colours, materials, lighting)
- Stand layout (incl. location, orientation in relation to visitor traffic, routing, orientation aids)
- Product presentations (incl. displayed products, type of exhibits, shows and presentations, information materials)
- Personnel (incl. appearance, charisma, readiness to initiate conversation, manners).
The results of every stand evaluation are assessed, interpreted and compared with the relevant competitor data. The core findings are compiled in extensive documentation, illustrated with photos and are presented to the client.