An Expert Guide to Constructing the Ideal Exhibition Stand

The Foundations for Trade Show Success

Designing and developing an exhibition stand for the first time can be a daunting task. Making mistakes here can be a costly affair and can be harmful to the whole exhibition experience if done incorrectly. Looking at trade shows online throws up the stereotypical examples of huge displays, adorned with household brand names. Fortunately, investing a large sum of money does not equate to trade show success. Being smart and being creative is far more beneficial for seeing a return on the investment in an exhibition stand.

Constructing the ideal exhibition stand begins before you even start looking for the physical stand. Selecting the right event is crucial for having any success. Many of the attendees will be experienced professionals in their field and will already have a well-formed idea of the companies they are hoping to see. So, selecting an event attended by roughly 25% of people who may be interested in your niche is unlikely to yield productive results. Instead, find an exhibition which is closer to 70% and begin marketing months in advance. Use social media, PR and online marketing to led attendees know you will be attending and provide a prelude for the kind of service you provide. This will guarantee multiple visitors on the day besides those just passing through.

Establishing the Framework of an Eye-Catching Exhibition Stand

The exhibition stand itself features a diverse design. They may come in bespoke, custom-built designs, complete with a team just to set them up. Or alternatively, it could feature a table-top display board, an ideal companion for smaller events. Therefore, consider the show you are intending and factor the size of your plot into the design of the exhibition stand. Even if the stall, for example, is 2x2m, then this provides plenty of space to experiment with. An end or corner stand are often the most lucrative positions as they provide additional coverage of your branding.

With that in mind, then comes the point of weighing up the options available. Pop-up stands are tried and tested, but they are hardly unique in these venues where there are usually hundreds on display. Banner stands are extremely versatile, they can be used at any event, but they can hardly provide the coverage required at major events. Meanwhile, display boards offer a more traditional approach, however, they can be completely customised with your own content.

As an alternative, something we have begun to offer at Go Displays, are Exhibition Stand Bundles. These have been designed for first-time exhibitors, by first-time exhibitors. Each bundle includes a variety of different options which are tailored to excel in the set space. This combines many of the display products detailed above and can provide further insight into how an exhibition stand can be set up. But ultimately, this is where your creativity and personalisation come into play. Develop an idea unique to the identity of your business, the exhibition stand should only provide the foundations for that.

Features to Consider

Before we can begin to delve into the fancier areas of exhibition stand design, it is crucial to consider the framework so that the foundations are solid. Open plan designs often yield the most success on the exhibition show floor. Primarily, this is because they appear more open and inviting and they also provide significantly more space for other features. For example, seating areas are a staple of many successful stands as they can provide relief from the hustle and bustle of the show. Other furniture considerations should include promotional counters which can be used to host demonstrations. This provides the opportunity to show the product in action, one of the invaluable assets of exhibiting at a trade show.

It is important to remember that your stand is there to provide the first impression and often nothing more. Spending the majority of the budget here makes that all important ROI harder to achieve. Exhibition stands out there range from cheap and nasty to expensive and built to last. Bare this in mind as well as the logistics of your stand before committing to anything. If you wish to exhibit into the future, look for a well-built stand, guaranteed to last for a few years which is easy to use and maintain. This will provide a solid backdrop which will stand you in good stead against other exhibitors.

Perfecting the Design

The artwork and graphic design of the exhibition stand are often where you can gain the edge over competitors. Often this can seem simple; make the logo known, integrate a few associated colours with the product or service at front and centre. However, there are a few subtle techniques which you can use to attract potential new clients. First, there is no need to plaster your logo everywhere if you are just starting out. Save the space for something memorable, whether that is some text, an image or something unique. Great design sums up your business in just an image or a few words, often just enough to grab the attention of someone walking past.

Any branding should be kept ultra-simple and unique. A clear message is always significantly more effective than overloading your stand with unnecessary information. For further context, consider having leaflets or a digital download available for interested parties. When doing so, ensure they are memorable, so that they are not one of the thousands thrown away once the event is over. Perhaps a special offer? Always have a way of following up with the people you have spoken to.

Clever Ideas Which Have Yielded Results

Being unique is one of the key components of a successful exhibition stand. This said, there is no harm in taking inspiration from the work of others. For example, sitting in the stand all day waiting for people to come to you will result in a miserable experience. Get out and about, wear your brand and promote your organisation wherever you are. Most exhibitions only last for a few days, so make the most of the time which you have available.

It’s always worth remembering that all the attendees will have 101 other stands to see before the day is out, so you only have a few minutes of their time. Ensure you have a plan in place which will allow you to explain everything and add the finishing touches to any future partnership. As with the design of the stand, keep things short and concise to see the most efficient results.

At Go Displays, we are expert manufacturers of exhibition stands with over 40 years’ experience in the industry. From Pop Up Stands to Roller Banners and Bespoke Exhibition Stands, we have a variety of options to help. For more information, please call 01733 232000 or send an e-mail to sales@go-displays.co.uk.