Display options for your pop-up stallApril 27, 2018
When you’ve hired a venue for a few hours or maybe a few days, it’s not cost-effective to erect expensive structures. You want something quick that you can cobble together in minutes. This gives you more time to actually sell. And if pulling down the stall is just as fast, then you can stay open later, not worrying about being exposed as you lock up in the dark.
The type of booth you install depends on how much space you’re given and how many people will service the booth. You want something large enough to attract attention and display your products, but that won’t feel too crowded, both for customer comfort and security purposes. It should be ventilated enough that prospects can stay a while without it getting stuffy. It should also have a full, clear view of everyone and everything on site.
Just because you’re squashed into a few square feet doesn’t mean you can’t grab attention. The trick is to do something out of the ordinary. For instance, instead of a boring old display table, why not use something unexpected? Driftwood logs are visually arresting, and with some Christmas lights or fairy strings, they make an excellent display pole.
You can hang things off the branches and protrusions, whether you’re selling trinkets or cupcakes. If your items aren’t suitable for hanging, string them up, put them in little gift boxes or tiny buckets and baskets, then hang those instead. In terms of branding, place a Webloc GT Tower in a prominent position.
It’s a little over two meters high and 60cm in diameter. Both the tower and the graphics sheets have un-intrusive magnetic fastenings to hold everything in place. The tower is light, you can position it in minutes, and its carry-case can be converted into a table for your driftwood displays. Then after your day is done, you can dismantle it and fit it snugly back into the case, clean, dust-free, and ready for its next use.
A little bigger
If you have some extra room and want a neat, cohesive unit with no unsightly nuts, bolts, or strips of tape, buy the Webloc GT or Webloc GT Mini. They have a similar set-up, but the mini is 2m x 3m or 2m x 4m while a full size Webloc GT goes up 3m x 4m. Just like the Tower, Webloc GT panels come in a carry case that can be used a table, while the panels themselves are laid out behind the table, creating a size-able branded backdrop.
The case has wheels and a padlock, so it’s secure and easy to transport. If you want to build a longer service counter, you can get a fold-out table, place it near the carry case, and wrap the lot. A Webloc GT can weigh between 20 and 40 kilos, depending on its sizing. The framework locks into its sockets magnetically for quick set-up. The frames are arranged in multiple X-configurations for added stability. Because all the clips and sockets are compatible and replace-able, you can stack multiple sets to create a longer display.
They connect to create curved backdrop, and the magnetic attachments means there are no visible seams or breaks in your banner strips. For an even more exciting option, use a SpiderMount set-up. It uses Webloc GT frames, but instead of magnetic graphic panels, the frames are covered by LCD panels with HDTV imaging controlled via keyboard. The lightweight SpiderMount is just 1.4kg, and it fits snugly inside your existing Webloc GT case. Install it in minutes using a special tool that comes with your SpiderMount pack.
The fabric option
You may find you’d rather use a soft approach to your pop-up, in which case fabric works better. The original Webloc set-up (before the magnets) used silicone framed cloth and backlights to accentuate your graphics. They’re still available, and you can use the same frames on different occasions by swapping the fabric. You can also buy optional front lights.
It’s suitable for tighter budgets, and dimensions run from 1m x 3m to 3m x 4m. They’re lighter too, at 8kg to nearly 14kg. The Webloc has a neat finish, because the fabric is pulled taut, then the sewn edges are sealed with silicone strips which can then be tucked into grooves on the frame.
The hidden silicone sealing gives a smooth, seamless appearance with no bubbles or visible fastenings. This type of tension fabric is better known as SEG – Silicone Edge Graphics. Unlike the curves of the GT, SEG is all squares and right angles, but it gives a clean, professional finish at a pocket-friendly price.
Lots of space
The best way to sell anything is to place it in context. That’s why clothing on models sells better, whether it’s a magazine spread or a store mannequin. When your stall is at a trade fair, it’ll be competing with hundreds of other stands though, so how do you draw people to yours? Some sellers prefer the hi-tech approach, creating a multimedia show with lights, surround sound, and touch screens, but try taking a leaf from Abercrombie & Fitch.
They’ve created a tradition of replacing mannequins with live models. You probably don’t have their budget, but you can invite the friends and family of staff members to help out, or put an ad in your neighbourhood. Target teens and college kids who would be willing to work for tickets and sandwiches. Position your models all around your stall and have fun with it.
For example, if a customer approaches, the model could freeze in a mannequin pose and hold it as long as they can before the giggles set in. Then they can speak with customers, answering questions about the product they’re modelling. This approach can work for anything from clothing and jewellery to phones and stone tiles.