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What needs to be considered in stand construction?

Wednesday, 1. March 2017 | by: Alesja Alewelt | Trade Fair Stand

There are countless tips and instructions about how to handle creating your exhibition booth, but a checklist is especially helpful, as it allows you to focus on working through individual points in order to develop a stand that presents the business and its products or services and adapts to the needs of the event itself. It’s not always easy to fulfill every requirement so that you end up with an exhibition booth that exactly matches your ideal, but we have provided you with a checklist to help you prepare.    

1. Your booth must be effective!

These points are relevant for ensuring that your exhibition booth attracts the attention it needs:

  • Closed or open booth layout
  • The effect it has from a distance
  • Highly visible logo positioning

2. Your booth must be unique!

Ensure that you appear authentic to your visitors and that your booth represents something that is both special and unique. Among other things, consider the following:

  • Links to any previously used designs
  • Possibly marking a deliberate break with existing designs
  • A booth concept that is the same in all countries worldwide, with no country-specific variations

3. Choose suitable materials and shapes for the exhibition booth

The design language of your booth must suit your business, so make sure that you adapt your booth to match your corporate design and branding. In addition, pay attention to the following aspects:

  • Use suitable material for flooring
  • Be smart in the way you decorate walls
  • Use fabric screens
  • Decide between shell stands and conventional construction, or possible hybrids
  • Decide between peninsula, corner, or island booth shapes
  • Select good furniture: opt for less comfortable chairs to maintain visitor flow
  • Set up a bar to cater to guests
  • Choose suitable materials to display the products
  • Incorporate display platforms and podiums
  • Don’t forget the decorations!
  • Use dividers to break up the space.

4. Divide your booth into a series of zones

Dividing your booth into a series of zones is worthwhile because it allows you to consult with multiple visitors at the same time or to set up a waiting area if required. Use these points as an advance checklist:  

  • Place products strategically in individual zones
  • A standing position is often the best way to communicate
  • Provide seating areas for longer discussions
  • Consider the direction of the flow of visitors when positioning the different zones

5. Lighting and electricity

The booth might look great, but it still needs to be seen in the right light. Spotlights can light up individual areas, but if the light is too bright, it can quickly become uncomfortable for booth personnel and visitors alike, so pay attention to the following:  

  • Choosing the lighting carefully
  • Use lights that create the right mood
  • Use light to highlight individual zones or products
  • Be aware of problems with screens (reflections)
  • Select the right viewing angle for lighting

Getting the lighting right is only half the story. The booth also needs to be connected to the event’s network infrastructure (LAN or WLAN), as well as to the electricity supply, with sufficient sockets for all your devices. Under no circumstances should these be overlooked, because you may want to give a presentation or a speech using a projector for greater visual impact.

6. Booth personnel

Personnel may sometimes spend up to a week at the event. Obviously, therefore, they need to feel comfortable, so when creating your booth, bear in mind the need for quiet areas (such as a small kitchen) for your workers. Seating areas are just as important, and these should not necessarily be in areas that are accessible to the general public. In any event, it’s important to ensure that your personnel rotate frequently, because even the most highly motivated worker at the start of the event will be flagging after being asked to explain the same thing for the hundredth time. Naturally, ensuring the correct training for workers also plays a role; they must be well prepared in advance of the event.

provided by FAIRworldwide GmbH

Exhibition planning Stand design Stand construction
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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