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Challenge:
I would appreciate your advice on the effective presentation of materials
to attract the interest of potential clients. We have a 15- by 10-foot
exhibition stand in one of the most prestigious shopping malls in the
city. The overall concept is clean and straight with a minimalist presentation
at the stand using only ivory wall color, glass and stainless steel accents.
We plan to put up sample boards and a photography display of our finished
projects. How best can we attract clients with an effective presentation
in this manner?
Solution: A professional
format using some basic marketing techniques, artistic creativity and
a clean presentation will attract the clients you are looking for. Let’s
take a look at the various elements involved.
• Format—An exhibition stand that would include the ivory background
you mention can be made dynamic with the addition of texture in the presentation.
Stainless steel and glass need texture to give the look variety. Choose
a background material with tactile texture. This will not take away from
the presentation boards or photographs. In fact, it will cause the presentation
to stand out more effectively.
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Basic marketing
techniques, artistic creativity and a clean presentation will attract
the clients you are looking for.
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The presentation should have a black mat board as the background. This
will provide contrast against the ivory wall cover. Remember to be consistent
with the borders around each board, especially if choosing a symmetrical
presentation. Also, be sure to leave enough negative space around your
presentations.
• Variety—The actual boards and photographs should include groupings
of many different styles. In this way the customers will be able to observe
the wide range of talent that each interior design represents.
Remember, passers-by will come from a wide range of backgrounds and each
of their design preferences will be different. For the same reason, be
sure to show a variety of color scheme options for potential clients.
• Displaying Photographs—Ideal for this display would be 11-
by 14-inch photographs, or larger ones. This size of photograph will show
interior details and is easily seen and understood by potential customers
when they view the photographs on display. Also, be sure to mat the photographs
in a manner consistent with the overall presentation format. Show black-and-white
photographs also, because they leave room for imagination!
• Accessorizing Your Presentation—Placing the final touches
on the presentation is a tricky job. Naturally, our tendency it to try
to add more and more as time goes by. But try to remember the phrase “less
is more,” and you will then not clutter up the presentation you worked
so hard to put together.
Editor's Note: This is a continuing series of articles written by
Sharon L. Anderson that will answer some of the many questions we receive
at Draperies & Window Coverings as well as questions
Anderson has encountered in her own business. If you have a question you
would like Anderson to address, please send it to:
Design Solutions
c/o Draperies & Window Coverings
1724 E. Grand Ave.
Lindenhurst, IL 60046
Fax: (847) 356-9013
E-mail: DesignSol@dwcdesignet.com
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Sharon L. Anderson has more than 20 years experience
in the residential and commercial areas of interior design. She is
currently a faculty member at two Southern California colleges. Anderson
has been featured in numerous books and publications. |
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