Stand design

Good stand design is one of the main requirements when you go to trade shows. At these types of events, you have an exceptional opportunity to show what your company has to offer, to do business and to strengthen strategic ties that can be enormously productive.

Once you decide to attend the content is important, but the image you give is one of the keys. You can choose from exhibitors created with shapes and walls of printed fabric, exhibition stands or any of the available options.

The objective is to make yourself known, sell your service or product, strengthen your brand image and establish alliances that will benefit you in the future. To do this, your area must be attractive, professional, friendly and in line with the expectations and needs of your customers.

Currently, there are many options for stands with different shapes and structures, very easy to assemble and transport, weighing very little and with designs of a very professional finish.

You send the company the design you want for your display. The result is the achievement of areas with walls of printed, dyed textile, which you can reuse without losing their good image and without breaking or wrinkling.

The assembly of stands

At first glance, it seems that in the age of the Internet, the mobile phone, its countless applications and social networks, trade shows are no longer necessary to maintain and improve business success.

You may wonder why invest a significant amount of money in a trade show, mobilizing human and material resources, when you can find products, services and customers online at any time of the day and every day of the week.

Also, why engage in communication with other organizations if you can already do so on one of the many existing social networks?

Well, trade fairs and meetings that are thematic or dedicated to the dissemination, exchange of knowledge or exhibition of news from a certain sector, or even cross-sector, still provide significant value to companies and individuals, for a variety of important reasons.

In fact, the assembly of stands continues to be profitable, and is a very common practice among thousands of companies. Its causes include those we will detail below.

Set up an advertising booth

The stands for fairs, especially those created with shapes and walls made of printed stretched fabric, give an image of professionalism and quality in the management of the company that uses them.

It does not matter if you exhibit at a fair, or visit an exhibition, conference or summit of companies in your sector. This type of support is part of the excellent preparation and organization of activities before and after the fair, necessary to make the most of your investment.

So, if you’ve been underestimating them up to now, you should take a look at some catalogues to see all the possibilities you have at your disposal.

Factors for success at a fair

The success of your presence at one of these commercial events depends, above all, on the composition and position of your stand. The size of the stand should reflect that of your organisation, how well known it is and, of course, its financial budget. Your stand is there to convey your strengths to the visitors of the event.

Think of it as your calling card for people who do not yet know you or who know little about your company, but who will be tempted to approach you if they see something they like.

Best size and location

The size of your stand should be in line with your business. You should also be aware of what your competitors are doing: the size of your main competitors’ displays is a good basis for deciding on your own stand.

You should avoid building a stand that is too big or too small. If it is too big, it will look empty and visitors may feel that there is nothing to see or do on it.

A stand that is too small gives a feeling of narrowness and sometimes disorder. In addition, it may suggest to visitors that you do not have the budget for a larger option.

Small stands also make dialogue with new contacts or customers difficult. Nor can you devote an area to guidance or advice. Having a conversation in the corridors is not a good basis on which to build a business relationship.

In short, the stand must be large enough and you can use the floor plan of the fair or exhibition to compare it with others and decide. However, if you are in doubt, it is better to have a small, crowded booth than a large, empty one where your message gets lost.

Making decisions

When you decide to participate in a trade show, you must make initial decisions about the size, location and shape of your exhibition stand.

Depending on your experience with this type of event, this can be a challenge. We recommend that you first visit trade shows to understand the structure, atmosphere and standards of presentation.

Key Questions

Use the following questions to identify what is best for you:

  • What is the basic structure of the fair? Which area does your company or product belong to?
  • How much budget have you allocated for your stand?
  • What space do you need to present your products and services?
  • Do you have any specific requirements for the display, infrastructure and other furniture or marketing elements?
  • How many walls do you need for the presentation? Perhaps you prefer open space?
  • Does a standard stand package fit your needs or do you prefer a custom stand design?
  • Do you have resources available to organize your participation in the fair?

The importance of the right concept

Event organizers often offer a standard design aimed at smaller exhibitors. It is better to let this opportunity pass. After all, how many visitors want to visit a stand that looks like everyone else?

Each stand should have its own individually developed concept that reflects the business and is designed to meet the needs of the target audience. However, it should be prepared in such a way that it can be used in the coming years and at other exhibitions or fairs, which will save you time and money in the planning process.

Set objectives for the stand concept

The stand concept should convey the benefits of your business to visitors and send the message that you want your products to reach your target audience.

Make it visible from a distance and therefore effective by placing it under a large panel on which your logo and a slogan are projected.

The stand concept should convey your corporate brand 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 is value focused, highlight this with a simple exhibition stand, with many products on display. If you offer durable capital goods, limit yourself to a few examples of your work.