First things first… what are your business objectives for exhibiting?

Unless you are clear about what you want to achieve, you will not know how to design your stand.

• Are you hoping to attract new clients?
• Are you reminding existing clients of your products or services?
• Are you launching a new product?
• Are you raising brand awareness?
• Are you enhancing your corporate image?
• Are you demonstrating non-portable equipment?
• Are you seeing buyers not usually accessible or called upon?
• Are you hoping to generate and create new client lists?
• Are you hoping to find new dealers / distributors?

• Are you supporting and complementing other marketing campaigns?

Once you’ve decided on your aim, strategically plan your stand, and in fact, your entire event, with this sole purpose in mind.

Think about ‘designing your exhibition’ rather than ‘designing your stand’ because design has to go beyond your stand. It extends to the pre- and post-event promotion, to your literature and even to the people you have on the stand.

For many small organisations the shell scheme stand, supplied by the exhibition organisers is a very good and cost effective investment.

• it is economical.
• it is suitable for ‘last minute’ exhibitors.

• it gives you a ‘ready made framework’ to start from.

If you decide to use a shell scheme stand, some things to think about at the planning stage:

• Lighting: make sure you have sufficient lighting to brighten up a small area, but not so much that you will all roast! According to some industry research, lighting can increase awareness of your exhibit by 30% to 50%.
• Develop a fun theme for your stand. Leave the traditional approach to the big exhibitors that can rely on the size of their real estate to stand out.
• ‘Size’ everything to fit the stand (unless you’re purposely using large-scale props as a draw). Too large tables or counters can dwarf the stand.
• Avoid draped tables as they can look cheap. A manufactured system gives the exhibit a more ‘finished’ look.
• Keep the exhibit simple and uncluttered: this is particularly important with smaller stands.
• Create a strong visual impact by keeping your graphics bold and simple. Use words sparingly, and keep the typeface large enough to be read from the aisle.
• Put graphics above the sightline. Graphics should start no lower than 36 inches from the floor. Otherwise they will not be seen when people or products are standing in front of them.
• Make your colours strong so that they will stand out from a distance. Avoid neutral colours that blend into the background.

• Graphics panels designed to fit within the framework of the shell scheme can look particularly effective - giving your stand a properly customised look.

• It is easily set up and dismantled, saving time.
• Designed by you with your graphics and signage.
• It can be developed for both shell scheme stands and space only stands.
• It is a good backdrop for service industries that don’t need to display physical products.
• Make sure that if you go for this option you consider the potential return on your investment.

• A disadvantage is that it can be difficult to build selvage or display units around it.

• Space only gives you the freedom to design a stand to your specific requirements and maximise your branding/visual impact. However it is obviously more expensive than shell scheme.
• No matter whether you are looking for something traditional or cutting edge, the advice is to look for an experienced exhibit designer or design-and-build company to do the design, project manage the construction, and support the service until after the event. As time management is a key criterion in exhibition planning, careful selection of the right type of company is essential. It is never worthwhile cutting corners, as it will result in delays or incomplete tasks.
• Ask other exhibitors for the names of their design companies.
• Make sure your team get out into the exhibition and note the names of any stands that they think are exceptional, that are getting lots of traffic, or just turning heads. Contact the Marketing Manager afterwards, and ask for a referral to their design organisation or advertising agency.
• Using a portable or ‘pop - up’ display alone does not qualify as a space only stand and won’t be acceptable to most organisers. You also need to reflect on the visual impression this will give to your clients.
• Ensure you provide a copy of the exhibition’s stand-fitting regulations to any company you ask to pitch. This will save you both time and money at the design stage.

• Health & Safety is a big concern in the exhibition industry. Ensure your contractor is protecting you and your clients by having the proper procedures in place

So, having decided on the type of stand, you need to think about:

The layout of your stand

• Consider if you will need a product demonstration area(s)?
• Are these for one-to-one demos or group demos?
• Make sure you incorporate some sort of table, ideally at standing height, so that forms can easily be completed.

• Don’t go overboard on the furniture. If you include lots of sofas, you’ll end up being invaded by the footsore and hangers on.

• How many power points are required?
• Do you have sufficient lighting?
• Do you need laptop presentations or plasma screens for bigger presentations?
• Audio support for the presenters?
• Storage space? - Have you allocated enough?
• Leaflet dispensers?
• Catering requirements - will you offer water, coffee, alcohol? - Don’t forget the exhibition is under a concession, so you need to speak to the catering contractors.
• Will you play music, if so do you need a license?
• Furniture - What style do you want & what are your requirements. Do you need a fridge or literature racks?
• ISDN or ADSL connections for Internet connections?
• Floor coverings?
• Signage/ Graphics/

• Do you have a store room/cupboard to keep belongings in?

• Resist the temptation to display your whole service range.
• Select the best selling products / services or the newest model and display them really well.
• Use illustrations for the remainder of the range.
• Don’t clutter the stand - it can look untidy and the exhibits themselves can get in the way of visitors coming onto the stand.
• Introduce excitement and movement into your display if possible. Working models, or new product demonstrations attract visitor’s attention. (Check out the Exhibition Rules and Regulations about moving exhibits and noise before you spend any money)
• Try to keep a single main theme for your display, and emphasise exactly what it is that you are selling.
• Address the display specifically to your potential clients and business objectives.
• Don’t place furniture where it could be a barrier to visitors entering the stand.
• Invest in literature racks which are neater than having brochures on a table.
• Make sure you have good lighting.
• Keep graphics unfussy and clean looking.
• Plants and floral arrangements can add to the general visual impact of your stand.

• When deciding which products to display at a show, take a few merchandising lessons from retailers. People ‘shop’ at trade shows the same way they do in their everyday lives so think of your exhibit as your organisation’s ‘display window’ and the visitors as ‘window shoppers’.

• Consider a uniform for stand staff; matching jackets and trousers / skirts emphasising the organisation profile and giving perhaps a professional image. However, avoid the Butlin’s Redcoat look!
• Name badges should be worn at all times. Don’t forget to order badges well in time from the exhibition organisers.
• Always wear the name badges on the top right lapel as this is in line with the handshake.
• Request female staff to wear badges high onto their shoulders to avoid inappropriate looks!

• Make sure your name badges are in large print to save visitors having to squint.

• This is a space for the team to keep their personal belongings securely out of sight. Invest in a lockable cabinet for extra security.
• It is a place to keep extra literature, stationery kit, food and bottles of water.
• Where stand staff can have a quiet sandwich without leaving the area.
• Put up a staff notice board so they can leave messages about prospects, returning visitors etc.

• For small stands have a cupboard to keep the area clean and tidy.