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The importance of the right stand concept

Monday, 6. February 2017 | by: Alesja Alewelt | Trade Fair Stand

The success of your exhibition presence depends, first and foremost, on the composition and position of your stand. The size of the stand should reflect the size of your organization, how well known it is and, of course, your budget. Your stand is there to convey your strengths to event visitors.    

Size matters

As already mentioned, the size of your stand must be appropriate to the size of your business. You should also keep an eye on what the competition is doing: the size of the stands of your major competitors is a good basis when deciding on the size of your own stand. You should avoid constructing a stand that is either noticeably larger or smaller. If it’s too large, it will appear empty, and visitors will get the feeling that there’s nothing to see or do there. A stand that is too small quickly feels overcrowded and suggests to visitors that you didn’t have the cash for the larger version. Small stands also make it very difficult to discuss new customer contacts or provide advice; holding a conversation in the corridors or aisles is not a good basis on which to build a business relationship.  
In summary, the stand should be big enough, and you can use the exhibition plan to compare with other stands. If in doubt, however, it’s better to have a small, crowded stand than a big, empty stand where your message is lost.    

The importance of the right concept

Event organizers often provide a standard layout aimed at smaller exhibitors. It’s better to pass on this opportunity. After all, how many visitors want to visit a stand that looks just like all the others? Each exhibition stand should have its own, individually developed concept that reflects the business and that is tailored to meet the needs of the target audience. However, it should be put together in such a way that it can be used over the next few years and in further exhibitions, saving you time and money in the planning process.    

Setting targets for the stand concept

The stand concept must convey the benefits of your business to visitors, embodying the statement that you want your products to make to their target audience. Don’t rely on visualization alone; instead, clearly set out the added value that you generate. Make your stand more visible, and thus more effective, from a distance by positioning it beneath a large panel onto which you project your logo and a slogan. The stand concept should convey your corporate branding message and ensure that your company name leaves a lasting impression. It should also demonstrate the quality and value of your products or services. If your product offering focuses on value, highlight this with a simple exhibition stand with lots of goods on display. If you offer durable capital goods, limit yourself to a few examples of your work.    

Additional aspects for the perfect stand

The ideal stand should pique visitors’ curiosity and tempt them to visit. Present a few highlights, and position yourself in relation to your competitors.  

It’s important to ensure that the concept is functional and meets your needs; only then can you address specific design elements. Style and innovation are each important, but they are not the most vital elements. If your stand only focuses on presentation, it can be counter-productive, because your target audience may not feel that you have addressed their needs. Consider the purpose of the exhibition, and use this to define the functional requirements for your stand.  

Don’t forget to plan some quiet areas where you can hold customer conversations. These can be particularly valuable if you want to use the event to maintain relationships with long-term clients or if you offer consultancy or advice. Additionally, ensure that you have the option to provide your visitors with suitable hospitality. Only customers, or future customers, who feel at ease at your stand will show interest in your offering.    

provided by FAIRworldwide GmbH

Stand design Exhibition booth
Bildschirmfoto 2019 04 16 um 12.31.03

About Alesja Alewelt

Alesja Alewelt, M.A., has been an event manager for over 15 years. In 2008, she founded the Bremen based event management agency, FAIRworldwide, successfully specializing in stands that are shared between multiple exhibitors. Her previous, extensive experience includes working as an event organizer in Munich, Germany, and Melbourne, Australia. Alesja Alewelt is currently involved in creating new concepts to optimize business processes for the sector, with a focus on the use of new technologies.

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