The ins and outs of exhibition stands

Trade show and event marketing has the potential to produce enormous return on investment. However, since the initial investment is often very high, it is essential that great care and forethought are exercised prior to jumping in. Almost everyone has visited a trade show at some time or other, and most of us will doubtless recall the wide range of exhibition stands we saw. And in all probability, it was the design or look of these stands that determined whether or not we took the time and trouble to check out the exhibitor’s product/s. Designing effective exhibition stands is no simple matter and is almost always something that ought to be done by a professional exhibition design company. That said, it not always necessary to buy something new. Secondhand stands can be purchased, and in any many cases represent not only a perfectly acceptable solution but also excellent value for money. Hiring is another possibility.

When purchasing new exhibition stands, a key factor that needs to be considered is whether to buy an off-the-shelf unit or opt for a custom-built modular design. Off-the-shelf stands are generally sufficient for most requirements, but their most obvious drawback is that they suffer from a lack of uniqueness. In other words, there is a danger that your display booth could end up looking very similar to those of your competitors. Another major disadvantage with off-the-shelf solutions is their inherent lack of flexibility. Simply put, you are more often than not stuck with what you get. A modular stand is one which consists of several different components and, as such, can be adapted to suit different trade show environments. It is also reusable, and offers potential for future expansion or upgrades. In addition, a modular stand is usually extremely economical in terms of storage requirements and shipping costs. Many larger companies choose custom-built modular stands as it is this solution more than any other that allows them to maximise their trade show marketing objectives.

Think about it this way: if you have ever seen a household name exhibiting at a major trade show, chances are their booth will have caught your attention. Needless to say, custom-built stands are usually a lot more expensive than off-the-shelf units. Regardless of the type of stand you opt for, thought also needs to be given to the design and presentation of supplementary items such as display stands and literature racks. It is essential that all items integrate seamlessly to create an appealing and welcoming end-user experience. Finally, never overlook the logistics of transporting exhibition stands to and from the trade show. Will the whole thing fit in the back of car, or will a much larger vehicle be needed? And if so, how much will it cost to hire? And when you get to the trade show, who will assemble the booth? And how long will it take? While small details such as these are easily forgotten or ignored, they can all too often make the difference between a successful opening or a depressing failure.