Design Your Exhibition Stand
Your biggest decision will be choosing your exhibition stand design, so start the process 4 - 6 months before your show date.
- What is the history and reputation of the supplier?
- Do they offer the type of product, design service, field service and product guarantee required to create your ideal exhibition stand?
- Is the stand easy to transport and assemble?
- What are the on-going costs, and will it be economical to expand, reconfigure or refurbish for future shows?
- Are rental options available?
Your budget will dictate the type, size and make of stand you can afford. Consider your company image and how you want to be portrayed – quality, high-tech, established, contemporary, sporty or traditional? Shape, colour and design will help create the right image.
Pick a display that will best utilise your space and set you apart from your competitors. Keep in mind your audience.
- The display should say who you are, what you do, and the benefits of your product/service in just a few seconds.
- Exhibition stand design is a specialised field and should be undertaken by a professional organisation with experience in this field.
- You should prepare a detailed written brief that clearly states your objectives.
- Your corporate image and identity should be prominently featured.
- Avoid unnecessary physical barriers – you want visitors to access your stand easily and to feel comfortable.
- Demonstrations and presentations create movement – and movement attracts visitors.
- Be aware of the physiological effects of colour.
- Make sure you are within exhibition requirements for dimensions.
- Make sure you are within exhibition requirements for dimensions.
- Signs and displays should be placed high as visitors and furniture can block your message.
- Keep text on graphics to a minimum – pictures and visual imagery work best with succinct and punchy text.
- Use height – most organisers will allow you to build to 4m high. Some will allow you to go to 6m and/or to suspend overhead signage. You’ll need to supply structural drawings (small fee) for approval and to use riggers for overhead signs.
- Ensure staff are readily identifiable.
- Also, think about your accessories for the stand such as furniture, storage space, and lighting.
Remember - your goal is to create an inviting design and clear message. Ask yourself: 'Would I stop to visit this stand?'
Pick Your Exhibition Stand Space Carefully
Availability of good stand space will depend on how early you decide to book. You need to decide the type of space that best suits your objectives and how you intend to use it. If it’s a new show for you, you may decide to leave booking space until quite late as good deals can be available from organisers as it gets closer to the show dates. This tactic however can result in you having limited choice with space selection.
Some exhibitors are tempted to position their stand next to or close to the entrance but often many visitors walk straight into the exhibition, by-passing these positions. You could visit the show at earlier dates to observe visitor behaviour to help you decide.
Corner stands give a feeling of openness and therefore catch visitors easily. Also, the more sides open to aisles the better as it's easier for visitors to walk on. Areas of high traffic where people congregate like seating areas, cafes and refreshment points and toilets can also work well.
Look out for columns in your stand space as this will impact on your available display area, who will be exhibiting near you and any special height restrictions your space may have. Don’t be put off just because you have a large company next to you – this can work in your favour as you take advantage of high traffic.
Generally, space only stands can be designed up to 4m high. At some venues, stands can be built higher than this however, full structural drawings will be required to obtain approval.
In general, exhibition stand space that is smaller than 25 metres squared will use shell scheme and space over 25 metres squared will be a space only site.
The shell scheme option can be good for first time exhibitors or for those on a low budget but space only is cheaper and the saving can be offset against a more beautiful looking exhibition stand!
Space only renting is when you supply everything.
If you choose shell scheme, the organiser will generally provide you with carpet, walls, and your company name on a board. The standard size for shell scheme is 3 x 5 x 2.5 metres.
How much space do you need?
Knowing where best to position your company and having selected shell scheme or space only puts you half way to selecting your stand space. Next, you need to decide how much space you require.
Consider two factors:
- Your exhibiting objectives
- Your budget
These two elements determine how much space you need.
Some companies like to make a statement about their size to the market and book space accordingly. Others simply take enough space to allow their products to be displayed. If you intend to demonstrate a large piece of equipment, you need to plan for its footprint as well as space for the presenter and visitors.
Space is sold in metres and is priced per square metre. Space size can be as little as 1 x 3m. As a general rule you should allow 4.5 square metres per person. Add to this the exhibition stand, equipment to be shown and some extra space for visitors and you should have a pretty good idea of the space you require.
Exhibition Stand Budget
When creating your exhibition marketing budget, make sure you're not leaving anything out. It can be tough to establish an exhibition budget, particularly if you have no past information to help. Your budget can vary from show to show as your requirements alter.
29% - Space rental
17% - Show services
16% - Stand Design
13% - Travel and expenses
12% - Transportation cost
12% - Advertising and promotional Costs
1% - Other Costs
[Source: CEIR – Center for Exhibition Industry Research, October 1999]
Add a 10% contingency to the total budget.
Exhibition Stand Deadlines
It's easy to underestimate the time it takes to properly plan a successful exhibition. To avoid the stress and headaches of exhibiting you need to start planning at least 4 months ahead of the show. This will make life for you and your colleagues much easier and help to avoid last minute panics and extra expenses. Appoint an exhibition co-ordinator with overall responsibility for the show. List out tasks and allocate responsibility and stick to your deadlines. Circulate the exhibition plan to the departments and individuals responsible and chase them up!
A written exhibition plan should provide:
- Objectives
- Time scales
- Budgets
- Space requirements
- Stand and graphic design parameters
- On-site services
- Transportation and logistics
- Staffing levels and training
- Pre- and post-show promotions
- Show evaluation criteria
- On-stand data capture
- Follow-up procedure for leads
- Each part of the exhibition plan works together to create synergy and success.
What Exhibition Show?
To find out, get as much information as possible about the show you're considering
- Ask show organisers for a copy of last year's registration form, and an attendee profile. This will tell you who you'll meet on the show floor.
- Don't be shy about asking for the names of other confirmed exhibitors, and search the list for your competitors.
- Ask past exhibitors and attendees what they liked and disliked about the show, and whether it met their buying and selling needs.
- Ask show management how they plan to promote the show, and what they will do to help your ideal prospect find you there.
Your answers to these questions form the specific objectives you need to set to be a successful exhibitor. And remember, the objectives you set should be measurable and obtainable. If you set a specific number of leads to generate or units to sell, you will find it much easier to judge your success at the end of the show. Setting challenging goals for performance is important, but don't be unrealistic - you want to succeed!
It is not enough to select an exhibition because the sales force believe the company ought to exhibit or because the organisers claim your competitors will be present.