Choosing An Exhibition Space

When choosing where to exhibit and why there is a dizzying array of choices when it comes to choosing an exhibition or trade show. You may already be loyal to a few favourites, it may be your first ever foray into trade shows, or you may have been disappointed by previous shows and looking for something new.

However, choosing the right event is a make or break when it comes to getting the best return on investment. While the prominent exhibitions in your industry may always be a “must-have” in your marketing plan, it’s wise to ensure that you are undertaking your research before committing.  So what should you consider when choosing an exhibition space?

The Right Objectives

Before committing to any exhibition, ensure that you are truly clear on the objectives of attending. You and your team need to know why you're exhibiting and what your trade show focus is. Is the purpose to drive sales, increase brand awareness, or perhaps launch a new product? Do we want to strengthen the relationship with our existing customers?

Or do we simply want to make new contacts and sales? Highlight reasons for wanting to exhibit and identify key objectives before you decide which shows you will spend money on. Don't forget to also set stand objectives unique to your brand – including space requirements, type of stand and product.

Not all exhibitions follow the same format, so be sure that the one you choose has a way of attaining what you want to achieve. For example, want to showcase a large piece of kit? Is there space? Want to drive leads? Are diarised meetings part of the format?

The Right Audience

While it’s a given that you want to ensure that you choose an event relevant to your industry, big numbers or a dazzling sales pitch can sometimes muddy the waters. When researching an event, really make sure to get the heart of who attends. Ask for figures for previous years, and look at past attendee lists.  It’s often the case that it’s not just the attendees who fit into your ideal client persona. Consider if there is also an opportunity to network, collaborate and even sell to fellow exhibitors.

Don't assume that they're only attending big industry events. Some of your key buyers may regularly attend smaller shows that are not industry specific. Local events are a great opportunity to gain exposure and they will give you a bigger ROI.

As part of your research, you can ask ten of your existing customers which shows they regularly attend. It's crucial to identify shows with a high percentage of attendees that fit your customer profile. You also have to consider timing and your distribution area.

The Right Floor Space

When it comes to exhibitions, not all stand spaces are created equal. In the case of vast exhibition spaces, it’s often the case that if you choose the wrong spot, you’ll be left high and dry with no passing footfall or overlooked by your closest competition. The key to creating a successful exhibition stand are visibility, accessibility and visual impact.

When selecting an exhibition space it's important to avoid proximity to any physical barriers that may obscure your stand or distract from its effectiveness.

The Right Budget

Finally, but probably most importantly do you have the right budget for each event and across your planned calendar of events. It may be better to do one great exhibition, with clear objectives and tangible KPIs to show success internally than spread yourself too thinly across multiple events.

Budgeting effectively from the outset will help you feel more in control of your costs and achieve a better ROI. Take a look at our budget checklist so you can have a clear plan upfront, and for use with management.

How to Choose Stand Position

As we've already mentioned, not all stand positions are equal in terms of performance. If you’ve ever found yourself stuck on the outskirts of an exhibition or dealt with a cramped exhibition space, you’ll know that choosing the perfect location can make all the difference to the success of the day.

You may have little choice over your stand position in some cases. For example, if you arrived late to the party or are on a limited budget. However, it is wise to consider how your stand size and position may affect footfall before committing to a space.

The Right Space

TIP! The location of your stand within the hall/venue can make a massive difference to how many visitors you may get on the day, so study the floor plan carefully.

Ideally, your stand should sit in a space where attendees are most likely to be passing by – stands located close by to entrances and exits are always a good bet. Other good spots could be near the coffee points, snack bars, toilets anywhere where a queue may form and give you a captured audience. Choosing a corner stand can also increase visibility as you get traffic from both directions.

If the exhibition is holding seminars, a stand close to a seminar space can give you maximum exposure as visitors are often milling around just before and after they start.

While an exhibition is what you make of it, there are often some less desirable locations. If the space is split into several rooms or halls, consider the traffic flow – will people make it to your site if you’re tucked away in hall three?

The corner spaces of aisles in the centre of a room have more sides open, so it is easier for visitors to walk on to the stand, and are therefore more welcoming.

Avoid the corners of the hall itself as they can be easy for visitors to miss, particularly if people are obstructing the stands view.

Size & Shape

The best size and shape will depend on what you are looking to highlight at the exhibition. Corner stands tend to have two to three open sides and can provide a spacious feel with lots of floor area.

Island stands are standalone structures, open on all four sides, and provide excellent visibility.

Shell Scheme or Space Only

Shell stands are pre-constructed stands and often offer excellent value – but limited space; however, clever design can help you to ensure you still get noticed.

Space-only stands are designed to fulfil your brief for that show or the full show campaign. You take full responsibility either through a contractor or in-house for everything from H&S documentation, to the design, installation and dismantling.

Sounds daunting but at Tecna we can either do all of this for you so or should you wish to build your stand we can offer you all the training and support to make ensure a smooth experience.

Who Else is Around You?

Think carefully about your neighbours. Too many direct competitors in a single space can make it harder to make an impact, while a popular brand located nearby to you can help increase footfall past your stand.

With the T3 system being the only patented no-tools system that can achieve a strong seamless display we always try and be as close to our competitors as it allows customers to be hands-on and understand the benefits vs other suppliers.

Rental Benefits

Before committing to a show, it’s a good idea to explore if you want to rent or purchase an exhibition stand. There are pros and cons to either route. We’ve found that stand costs are often up to 40% of our clients’ overall budgets so anything you can do to reduce them is beneficial. Renting can also be a more sustainable option.

Renting a stand is a clever idea if you are new to exhibiting or plan to show infrequently or in lots of different size spaces/event types. If you plan to attend more than two exhibitions or trade shows, then buying could be a more cost-effective solution.

At Tecna UK we find most companies buy a stand after renting so we offer to offset your rental cost from the final purchase cost, should you later choose a purchase option.

Maximising Publicity

Get in touch with organizers to discuss their exhibition PR plans. If they have a campaign strategy it shows how well they pitched the project, who they are targeting and how they will generate leads. Take advantage of social networking sites to get the word out, and generate excitement and interest well before the crowd comes.

Out & About

Whether you’re exhibiting or visiting an exhibition, it’s always good to know the best places to eat, drink and visit some of the leading UK venues.  Convention & exhibition centres can be soulless places if you aren’t with a team, and at the end of a busy day of business meetings, and walking the floors, it’s good to get into natural daylight and experience what the area has to offer.

Our blog, Tecna UK Insider Guide gives you the lowdown on some of the UK’s best exhibition venues and event spaces, and things to do nearby.

How Can Tecna UK Help?

We will take any brief and create a fully bespoke exhibition stand design that will guarantee an impactful trade show presence.

Our T3 modular system can be used to build anything and combines the versatility of modular with the design features of a custom build. The system can be reused and reconfigured meaning you can use it over and over again, saving you money and making you more sustainable in your exhibiting.

We are a team of passionate design professionals; driven to deliver and build you bespoke exhibition stands that will transform your exhibition space in line with your goals. With a multi-disciplined team, we bring together a collection of expertise, ensuring we can create you an exhibition stand that is both practical and visually powerful.

With a keen eye for detail and creativity, we will take into consideration every element of your exhibition design to ensure it fulfils every one of your stand objectives and makes you stand out from the competition.  We will transform any brief into a modular display stand design that is to scale, works within your budget, and packs a visual punch at your exhibitions. Looking for inspiration? Check out a list of ideas for your next event.

The team are always up for a challenge, so email us today.