hints and tips about your exhibition stand

• before the show
• during the show
• after the show

before the show...

There are a few important considerations before booking a space at the show which will determine the success of your exhibition stand. We have outlined some of these here:

Location of your stand

The number of visitors to your stand can depend on your stand location. Ask any estate agent what the three most important things are when purchasing a home, the response will is likely to be 'location, location, location' and the same applies to your display. After all, this is the temporary home of your company.

Assuming the exhibitor can book early and has a free choice there are a number of worthwhile considerations:

• Paying a visit to the venue of the exhibition during another show can be useful. Traffic and customer behaviours can be identified along with certain 'dead' areas where customers are less likely to pass through.
• During bigger shows visitors will often miss certain areas due to the sheer size of the exhibition, consider the location of your exhibition stand carefully to avoid this situation.
• Sometimes positioning a stand on the outskirts of the arena can be a useful method. Customer services like food outlets and toilets are positioned here and therefore passing custom can be attracted. On the contrary this can be a bad thing if the show is busy; these areas are likely to congest easily.
• Corner stands are always appealing as they give off a feeling of openness and can draw customers in.
• Many people try to avoid stands directly opposite the entrance as visitors often walk past to get into the main body of the show.
• Visibility is key, and some stands have more than others. Think about positioning your stand where people can see it clearly; facing the ends of aisles or at the bottom of stairs, for example. Avoid booking a space that is orientated so the stand is facing away from visitors.
• Your company's major competitors at the show will draw potential customers who fit into your target market. Position your stand near your rivals and you could achieve positive results.
• Other exhibitors could be selling products which bear relevance to your own. Being near companies who fit into the same niche as you can be beneficial. Positioning an office equipment stand next to a computer display for example.
• Activities of your neighbouring exhibitors can affect your own stand. A bookstall would not be suited next door to live music for example. Check with the organiser.
• If your company has a few different divisions, operating 2-3 smaller stands as opposed to one big one can be very effective, if the stands are located correctly around the show.

At Envisage we have staff that not only build stands, but have worked on and managed stands in their previous lives! We are well qualified to help out with booking space and have worked with the organisers at a lot of shows.

Shape of your exhibition stand

In retail it is a widely known fact that what is vital to obtaining any passing custom is the shop 'frontage' (the length of the window area on display to passing shoppers). It is what catches the eye and pulls in passing custom. The same applies to exhibition stands as they have to attract passers by. The shop frontage is vital to achieving this.

Frontage is measured up against depth when considering the shape of a stand. Typically the more frontage, the bigger and more attractive the stand will look. Cost also comes into play as space is sold by the square metre.

A stand with one side open is therefore not as good value as a stand with two or more sides open.

Corner sites are very appealing as due to the logistics of placing a stand in a corner, you can achieve a more complete frontage as there will be two open sides.

A stand with three open sides or 'peninsula stand' is often more visual appealing and will have even greater frontage. These stands should however be avoided when at the end of an aisle at the perimeter of the exhibition hall, unless there are customer services or traffic routes there.

There is also the 'island stand' method, in which the stand is placed centrally in the venue and therefore has four sides. There are obvious advantages to this, but this type of stand tends to require more space and a greater level of staffing.

As a guide, an average walking speed at an exhibition is approximately one metre per second so it is obvious why a greater frontage is desirable.

Another consideration is sometimes to book two spaces across an aisle from each other where organisers will allow. The stand can be designed in a way to appear as a single space - and customers will have to pass through the stand.

Our designers will be happy to recommend how well a space may work for you. It is sometimes a good idea to speak to us about your requirements before you settle on a specific space.

Size of your exhibition stand

The main purpose of a stand is to be a well presented venue where potential customers can learn more about a company. Creating an environment which reflects the identity and ethos of the company, giving potential customers a true feel of what they are all about.

The size of the stand is vital to this, as more potential customers seen in time available, the more successful the show will be. Therefore the environment and feel of the stand is all important, as it is a temporary sales room and one in which potential customers must feel comfortable when greeting sales staff.

Sizing depends on the display, and what message you are trying to get across. The size should depend on what you are going to display in your exhibit and how you will disseminate your message.

Some companies like the size of their display to reflect the size of their company. Others book enough space to allow their products to do the talking. Either way plans must be made for the display and what comes with it.. For example; if there is a presentation or a stage, space may be required for gathering crowds and consequently the staff required to attend to them.

It is also important not to have too much going on in a small space which makes the stand uncomfortable to customers.

This brings in the importance of calculating the size of the stand to the number of people who will be frequenting it.

Space is sold in metres and is priced per square metres. Space can be as little as 1 x 3m. As a general rule you should allow 4.5 square metres per person.

Shell Scheme or Space Only?

One of the choices you will be faced with when exhibiting is whether to take a shell scheme or space only. This is largely dependent on the budget you have and the amount of presence that you want to generate with your exhibition stand.

A shell scheme is a system of poles and panels that can be suited to any size of exhibition stand or venue. It offers an easier option as exhibitors can turn up and mount their own imagery on the structure and build their display around it. Displaying items is quick and simple; items are easily applied and removed.

To give the impression that you are a major player in your industry, a space only stand is the best method. It allows you to create a 3D branding environment and demonstrate your products or services and convey your message in a stronger way. It requires a lot more effort and it is also where external expertise is invaluable. A full service exhibition company will help you make the most of your show and look after the design and build of your stand. Envisage offers a no obligation design and quotation service to give you the full picture as how your stand will work, and how much it will cost.

The shell scheme option is ideal for companies that are doing a show on a budget and do not want to overspend on designing, structuring and building a display. Our sister site http://www.exhibitnow.co.uk offers a number of off the shelf display options.

A pop up stand is one of the most transportable and easy to erect options. Other options include the 'Twist' kit which can be shaped to suit any size and shape stand.

Another innovation for fitting out shell schemes is a product called 'Shell-Clad', a simple clip system that facilitates the fixing of graphics to form smooth walls. This creates an almost seamless display.

Stand Attractors

It is a good idea to create something that will draw visitors onto your exhibition stand. This can take the form of entertainment, a competition or some kind of giveaway. The stand should be thought of as more than a piece of structure, it is a vehicle for getting a message across. If the attractor ties in with the theme of the product or service that you are trying to promote, this can strengthen the message you are trying to get across.

It also gives a chance to get the contact details from your potential customers, for example, you may run a quiz with a simple enquiry form entry.

Stand attractors not only attract show visitors but also the media, so you will get added value with relevant stories in trade press publications that ensure your stand is still working for you after the show.

The Envisage team is experienced in showing clients how to create a stir at the show, which is what an exhibition stand should be all about. In the past we have arranged quizzes, magicians, piano players and the odd celebrity or two all of which have encouraged the crowds to flock.

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