How to choose the right exhibition stand space

LDS. 2008-7-10 Choosing your exhibition stand space takes more than a cursory look at the floor plan. Availability of good exhibition stand space depends on how early you book. You need to decide what type of space best suits your exhibition objectives and how you want to use it. If it¡¯s a new show for you, you may decide to leave it until quite late to take advantage of discounts from the organiser. However, you will be limited on choice.

Consider the following when choosing your exhibition stand space:

1. Visit the show
It is a good idea to visit the show the year before you intend to exhibit to watch how visitors walk the show

2. At the entrance
You may be tempted to position your exhibition stand next to or close to the show entrance. Be aware that often many visitors walk straight into the exhibition hall, by-passing these positions

3. Corner stands
Corner stands give a feeling of openness and therefore catch visitors easily. The more sides open to aisles the better as it¡¯s easier for visitors to walk on.

4. High traffic areas
Find out where the areas of high traffic will be. Areas where people congregate like seating areas, cafes, refreshment points and seminar suites generate traffic. Even toilet areas can work well.

5. Columns
Look out for columns in your stand space as this will impact on your available display area as well as disrupting the presentation of your products/services to the visitor. Columns can also make it difficult for you to see the visitors approaching.

6. Neighbours
See who will be exhibiting near you and don¡¯t be put off just because you have a large company next to you ¨C this can work in your favour as you take advantage of high traffic

7. Height restrictions
Make sure you know about any height restrictions your space may have. Generally, space only stands can be designed up to 4m high. At some venues, stands can be built higher than this but full structural drawings will be required to obtain approval

8. Shell scheme or space only
In general, exhibition stand space that is smaller than 25 metres squared will use shell scheme and space over 25 metres squared will be a space only site.

The shell scheme option can be good for first time exhibitors or for those on a low budget. The shell scheme package will generally include carpet, walls and a company name board. It may also include spotlights. It will not include graphics, furniture or specific display items ¨C you will need to order these separately. The standard size for shell scheme is 3 x 2 metres with a height restriction of 2.5 metres.

The disadvantage of using shell scheme is differentiating from all other shell scheme users and therefore standing out from the crowd.

9. Space only is renting of the floor space only and requires the exhibitor to provide everything. It is cheaper than shell scheme and the saving can be offset against a more beautiful looking exhibition stand that will work much harder for you. You can save more by renting an exhibition stand rather than purchasing one.

10. How much space
Finding the right location is half the formula to choosing your exhibition stand space. You also need to decide how much space you need. Exhibition stand space is sold in metres and is priced per square metre.

To help you decide you need to refer to your exhibiting objectives and your budget.

• Do you want to make a statement about your size to the market?
• Do you simply want enough space to display your products?
• Do you intend to demonstrate a large piece of equipment?
• Do you intend to use an audio visual presentation?

Whatever your show objectives you need to book enough exhibition stand space for your products, demonstration and/or presentation as well as your stand staff and some visitors. Add to this the exhibition stand and you should have a fairly good idea of how much space you need.

If you have enough space at your business premises it¡¯s a good idea to mark out your intended exhibition floor space so that you can visualise how much room your products, demonstration and/or presentation will actually need.