How to organize your stand space

Today we’re going to talk about the key component of your participation in any trade fair – about your stand.

The strongest piece of advice from BABY EXPO – use your exhibition space as efficiently as possible! Some companies try to impress visitors with huge sizes and unrealistic shapes of their stands. Let’s just say that gigantomania is not a guarantee of success, and stand is not a film set. Professionals recommend decide on stand location and size as per your status and tasks. Your goods should be properly displayed, stand space divided into areas, and each item (e.g. coat, teapot and bottle of Hennessy) should have its fixed place. Only then will your stand be truly attractive to those for whom you are participating in trade fairs – potential and existing customers.

The main selection criteria are stand size, location and configuration.

If size is selected in accordance with budget and objectives, location and configuration require more detailed examination.

First, get acquainted with layout plan of exhibitors’ stands in the hall. It makes a strategic sense, if you order a stand that is located:

- Closer to the main entrance to the hall;

- In the center of the hall;

- At the intersection of main aisles;

- At the intersection of main and secondary aisles.

It will also be fine to order a stand near the runway, entertainment area or conference hall, if any.

Depending on the number of walls (or open sides), stands are divided into types. Each of them has certain advantages.

Standard stands with one open side have minimal cost, while other types have extra cost.

Corner stands provide high visibility, as they have two open sides. They are commonly located at the intersection of two aisles.

Two corner stands allow visitors to enter from three sides (from any of three aisles).

Island stands are surrounded by aisles from all sides. They attract almost all visitors, as they are apart from others. They are ideal for representational purposes. However, it is much more difficult to design and organize space. Island stands are more expensive than others and have extra installation and equipment costs.

Information about ordering stands at BABY EXPO and Children’s Fashion Fair (including prices) is available here.

Trade fair organizer provides each stand with certain exhibition equipment and services, which are already included in its cost:

- Tables and chairs;

- 220 V socket;

- Lamp;

- Standard color carpet flooring;

- Clothing hanger;

- Trash can.

The cost also includes overnight security and cleaning of aisles between the stands.

When filling in the application form, you’d better take a closer look at this list to specify the exact quantity of equipment or order additional items. Trust us, it will be much cheaper (both financially and nervously) to prepare your stand beforehand, rather than to quickly correct defects just before opening the fair.

ORGANIZATION OF YOUR STAND SPACE

Companies take part in trade fairs to show their products. Therefore, the main task of stands is to be informational, attractive and comfortable for visitors due to proper presentation of products, zoned space and ergonomics.

DISPLAY OF EXHIBITS

Undoubtedly, the most important thing is correct display of products (exhibits). Let’s start with this.

The first thing to be done is to understand the direction most visitors will take (using layout plan). Visitors commonly walk from the front doors to the exit or to the next hall. Exhibits should be displayed so as to be visible to the major flow of visitors;

- stand staff should not prevent visitors from seeing the main exhibits;

- if you have any working model that will detain visitors for a long during its demonstration, try to locate it properly, so that visitors will be able to see the main exhibits;

- place printed descriptions near or above exhibits; they should be easily read from the boundary of your stand.

PLACE FOR CLOTHING

Clothing of staff and visitors, who stayed for a cup of coffee (glass of champagne), briefcases and bags spread across the stand are not the best decoration. Among other exhibition equipment, mounted hangers are commonly offered. When ordering them, take into account the season: in winter you need more hooks, in summer much less hooks. It’s even better to keep clothing in a back room, if arranged.

REST AREA

In case of long-term operation of the fair or unstable flows of visitors, you should prepare a rest area for stand staff.

PLACE FOR GLASSES AND CUPS

If you negotiate and conclude contracts at the stand, you need to prepare a place for glasses and cups, making refreshments, coffee or tea.

If you or your neighbors have noisy exhibits, a separate negotiation room should be prepared. Too much noise can negate the benefits of your proposal in negotiations. In a negotiation room, there should be draft contracts, commercial offers, price lists, advertising materials, and blank paper. But in any case, even if it is not possible or necessary to prepare a separate negotiation room, order a sufficient number of tables and chairs.

PLACE FOR HANDOUTS AND INFORMATION MATERIALS

Stand staff commonly needs folders with information materials. Such folders commonly lie on the desk and thus distract visitors from the exhibits. They should have another fixed place to be not visible to visitors. At most trade fairs, only handouts are highly visible to visitors. A stock of handouts and information materials shall be kept at the stand. Storage place is selected according to their volume and quantity. You can store them directly in the display area, on a special shelving unit or in a box. In addition to common handouts, there are promotional or informational materials for regular or solid customers and CEOs visiting your stand. Such materials are best stored in the negotiation area together with the documents needed for negotiations.

SEVERAL MORE TIPS

Your stand should be brightly illuminated. It’s not even that the exhibits should be clearly visible, it’s that people’s eyes always turn towards a brighter object.

Use large-sized photos and other images. One large-sized photo attracts more attention than a series of small photos.

Provide free access to the stand. Do not overload it and do not make it difficult for visitors to get to the needed area. Otherwise, they will just pass by.

Calculate ergonomics of the stand and consider the ease of approach, elimination of unnecessary details, such as partitions, excessive and non-working decorative elements. Remember that there must be a certain “air” (but not empty space). And pay great attention to display of your exhibits.

Your stand should be kept extremely clean. Clean stand means that the company cares about its reputation and its customers. This is a sign of professionalism.

Regardless of type and size of the stand, it should have at least three functional areas: presentation area, negotiation area, and rest area.

We recommend reading our previous articles:

Obvious things can be not so obvious. Main secrets of successful participation in trade fairs

Check list of printed materials to be prepared for any trade fair

In the following articles we will explain how to prepare the stand staff, communicate with various groups of visitors, tell your potential customers about your participation and invite them to the stand.