Organiser's Guide - Show Stands

Venue Review of Organiser's Guide - Show Stands

Chances are, sooner or later you’ll have to plan a stand for a trade show. Here’s how…

A trade show can be the most exhausting, yet rewarding, few days of the professional year. You’ll be meeting potential clients face-to-face in an intense environment, with only a few moments to grab their attention. So getting your stand right is vital.

There are two types of exhibition stand: ‘shell scheme’ or ‘space only’. Shell scheme stands are the cheaper option – modular systems of poles and panels that clip together. Space only means just what it says – you get a space, to do with it as you will. Whichever you opt for, go through the show’s technical manual with a fine-tooth comb well in advance. If you attend a lot of exhibitions, your company probably has a custom-built frame stand, which can be covered in different graphic wraps. If not, spend some time thinking about what your objective is for the show. Are you promoting the company, promoting a product, or creating a space for client meetings? The stand’s primary use should dictate the design.

No matter what look you choose for your stand, make sure it has the requisite ‘X-factor’ to turn heads and stick in the mind. The best stands appeal to more than one of the five senses, so don’t forget taste, smell and touch on top of sight and sound. If it’s appropriate for your brand, show a sense of humour and come up with a quirky concept for the stand.

While having fun with the design, don’t forget to cover the basics. Make sure your company name is visible from the aisles. Be sure to have cupboards for brochures and give-aways. Is there any incentive for people to leave their business cards? And get the lighting right – no one will want to stand in harsh light. Set the dimmer switch low, with pinpoints on important graphics.

Finally, think about your staff. Give them the support they need, and ideally make sure there’s a dedicated stand manager for the show’s duration. Will a ‘runner’ free up time for the sales team? Will your displays require an IT presence? How about a professional spotter to bring the right people in? Manning a stand is exhausting. Make sure everyone gets plenty of breaks and that there’s lots of water and healthy snacks available (it’s all too easy to gorge on junk at a trade show).