In today’s world of hyper-competitiveness what can the small or medium sized business do to make themselves more attractive to the consumer? they certainly cannot compete with the marketing budgets of larger companies.

One of the ways to do this is through word of mouth – and the best way to get that word of mouth marketing going is to have a highly visible market presence.

That might be more easily said than done. How does a company with a limited marketing budget get the word out that they have that market leading product or service?

One of the most cost-effective ways is display stands. They are easy to set up at events such as trade shows, or even inside the retail environment.

The materials used to construct the stands are almost infinite in variety and will suit the many company budgets. There are materials such as aluminum and various types of plastics that can allow for endless creativity as far as the finished display type is concerned.

The idea behind having a display stand is very simple – it provides the potential (and current) client with the opportunity to view physical products – and if designed correctly also allows those salespeople who are manning that display unit the opportunity to take a product and allow the potential client to interact with it. But it is not only the new business that is part of the attraction of a well-designed display stand – it is also existing clients.

Human psychology dictates that we are all programmed to require reinforcement. A well-designed display stand will entice not only those potential clients but also existing clients who want to have the reassurance that the company that they are doing business with has the reputation that they will by proxy enjoy. The fact of the matter is that if you have a great display stand then everyone wins. Your reputation is enhanced, your clients enjoy seeing that you have a position in the marketplace and potential new sales are made so much easier.

A great display stand is one of the marketing tools that even the most hard-nosed accountant or corporate adviser will not argue against. They represent excellent value for money and therefore a wonderful return on investment. They serve a two-fold purpose – which every accountant or financial person loves – they are a way for the company to showcase their expertise in an increasingly challenging market and they also allow for the company’s brand to be showcased. Both of these may be intangible assets – but as has been shown on balance sheets across the globe – they have enormous intrinsic value.

In short, investing in exhibition stands is good sense -it is one of those decisions that marketers dream of. It makes sense to makes sense to the marketers themselves and it makes sense to current and potential future clients. It is one of those tools that really should not be ignored.