Your stand is crucial to your success at your carefully selected trade show of choice, irrespective of its size.
This blog is about the design guide for small stands. The design principles for large, small, or even micro stands are the same, which we will share with you.
What size is a small expo stand?
There is some debate around this. In some countries, a small stand would be 1m x 1m; in others, 3m x 3m and anything between the 1m to 3m range. A micro stand is a wall or a portion of a wall. These are widely used in craft shows such as Design Indaba and ?????
Pre-determined by the Show
When participating in certain consumer trade shows and, in some cases, B2B shows where the organiser only offers shell schemes, there is usually a choice of size within a range of 3m or 2m. The range is determined by the width. This is to make sure that they can fit as many stands as possible in a row and at the venue as a whole. See the illustration below. Always check what the width is. It’s an essential design guide for small stands. You can always go for stands that are 3m x 2m, 3m x 1m, or 3m x 6m, but the one constant is the width.
A micro stand, as mentioned, is usually part of a wall. However, the wall size may vary as well as your portion thereof. Check very carefully how much space has been allocated to you and where. The ideal spot would be eye level; between 5ft and 5.3ft from the floor would be perfect.
Your Choice
If your business doesn’t require a large space to demonstrate products, you offer a service, then smaller stands can be ideal.
You will have sufficient floor space as well as wall space to make an impact. However, don’t make the space too busy. Keep the messaging on point and precise.
How much is it reasonable to invest?
What I might consider reasonable you may consider is a fortune. It’s all relative. Irrespective of how much you spend, it really boils down to what is useful and supports your exhibition goals.
I would suggest spending money on better design and quality tailor-built items. If you’re doing a roadshow launching a new product across the country, investing in robust materials and clever design will ensure you stand out as well as it travelling well.
Micro Stands
As the space allocated is usually a wall, shelving is what you would invest in. Look at unusual materials such as Perspex or resin with a design embedded etc. These are usually lightweight items.
Lighting. Keep in mind that you want to ensure your items stand out. This can be anything from strip LED lights to small spotlights. Ensure that the material you use for your shelves can withstand the heat generated by lights.
Check whether your stand includes a plug.
Shell Schemes
These are fantastic, prefabricated options. They’re supported so they can take some weight, and you can also use the walls in different ways.
Video. You can put up a large screen tv on the walls. Or use the wall as a screen with a projector supported behind the facia. Check whether there is sufficient depth for this to work and for the image to be in focus.
For a once-off option, you can use printed vinyl and wrap your stand. This can be very effective, especially if using a photograph or large image. See the example below.
Fabric Stands
This is a cost-effective option if you’re doing several shows a year. You can print more than one lot of fabric with different branding and designs. Keep in mind that your spending should, at a minimum, be the equivalent of the amount you spent to secure the stand at the tradeshow.
All you need to ensure is that you get your fabric back when the show is broken down. A few times, I’ve had clients who have come back a week later and asked where their fabric is, but that’s too late. The exhibition staff on the ground may not have received the communication on what to do with the fabric afterwards.
As you can see below, the fabric is also used on the fascia, which makes it stand out. They’ve also cleverly created a wall for privacy as well as for branding.
The right-sized plants have been used to great effect by softening the hard edges at the entrances.
Reusable Customer Stand
This is a long-term investment as well as an option to consider keeping your customer profile in mind. Find out more on the top 9 tips on investing in a custom stand.
If you are asking your prospective client to make a substantial investment in your product, spending more on your stand will create the impression that you’re serious as well as justification of their potential spending.
Invest time and energy in weighing up different stand builders. Ask for references from clients. It will be worth the time to get your stand builder right, who understands your needs and who will share their years of experience to benefit you and your goals.
Put aside a minimum of at least $10K for a custom stand.
Top Tips
We’ve covered the various types of exhibition stands, but now let’s discuss how to make your stand out from the rest at your chosen trade show as well as how to dress your stand.
Be Noticeable
Irrespective of the type of stand you select, remember you have a cube that includes floor space and the space above and to the side in front of your stand.
Prior to designing a taller colourful structure, check with the tradeshow organiser if there is sufficient ceiling height, if it is allowed, and will the bottom structure is a strong enough foundation to support a taller structure. Check with the show stand builders or your stand builder. The last thing you want is for a structure to fall onto visitors, thus creating a liability.
Taller Colourful Structures
These can be hanging banners from trusses or banners at a right angle from your stand but higher up. Keep in mind that you don’t obscure your branding.
Sails and Lightboxes
Be bold and use round, square, or tubular shapes. Both ideas have been utilized to great effect in the examples below. These can also be folded and transported if cleverly designed in conjunction with a knowledgeable stand-building company.
Convert Traffic Into Visitors
The entire purpose of a trade show is to attract the maximum number of visitors to engage with your messaging and brand.
Here are a few suggestions to attract visitors to your stand cost-effectively.
Giveaways
This is an opportunity to let your creativity run riot. Still, a word of caution, one’s enthusiasm can override your common sense as giveaways can easily land up being very costly.
It’s worth researching, and sourcing items direct from the manufacturer if you’re buying in bulk.
Challenges
These are great for creating interactive noise and drawing a crowd. Be strategic by incorporating activities that further your goals as well as making it fun for them. We all like to act our shoe size as adults.
Do keep in mind the digital and social elements when designing challenges.
Free Food
We all like a freebie. But the smell of coffee and popcorn entices people to your stand. Pancakes are also something to consider in the winter. Shaved ice with fruit syrups in the summer is refreshing and unique.
Create a Friendly Environment
Much like when selling a home, curb appeal is essential. You want to ensure your stand is enticing.
There are many ways, both direct and indirect, that you can use. Do keep in mind the five senses of sight, smell, sound, touch, and taste. These are primary motivators, and if you can appeal to at least 3 of the senses, you’re ahead of the game.
Invest in nice and clean furniture
If your offering involves discussion, invest in quality seating that is upholstered in fabric that is long-wearing, not itchy, and repels dirt. Regular cleaning will ensure they will last some time. Also, selecting classic furniture with clean lines will ensure it won’t date.
A few unique furniture items that can enhance your stand are plinths. Below are a few ideas.
No Barriers
Often you see stands with a counter at the front. These block and repel visitors from your stand unconsciously. Keep your stand open. If you need storage, put it against a wall at the back and incorporate the furniture into your design. For example, the front counter would look unobtrusive behind the sofa.
Do Not Use Aggressive Sales Tactics
Be friendly and welcoming by using body language. Don’t leap out and stand at the very front of your stand. It comes across as another barrier and is rather aggressive. Instead, stand inside your stand slightly and smile at people. Ask them about why they’re there, where they are from etc. Everyone likes to talk about themselves. Be honest. If your product or service is not appropriate for them right now, say so and send them on their way with a cup and best wishes. You will be amazed at the goodwill that engenders.
Light-up the space
Keep the stand light and easy to navigate. Less is more. Keep the principles of minimalism in mind. If your stand is too busy, your visitors’ eyes don’t know where to land, and it becomes chaotic and will repel people from your stand.
Maximise the use of available space
Keep the cube in mind. Many people don’t utilize the floor. This is a great area to use for challenges, clues etc.
Above and the sides are also areas not considered by most people. By going out of the box to the exhibition stand, you create a stand that is more interesting and engaging.
Conclusion
Irrespective of which stand choice you select, spend time exploring ideas. Visit other tradeshows beyond your sector to get ideas that you could adapt to suit your sector. Find an exhibition stand company that is your partner moving forward and understands what is possible, and makes your goals a reality.
