Regardless, for those interested in finding out the standard size for exhibition stands, read on.

Is a 3×3 exhibition stand the standard size?

Yes. Whilst there is no specific standard set for exhibition stands, this is the most common of dimensions by far. 3m x 3m exhibition stands are preferred at these dimensions for the following reasons:

• Popularity and function – A stand of this size can accommodate ample space for showcasing products and services, and prominently displaying brand graphics. It also guarantees that you’ll be able to find a spot, as there should be more than enough space for every stand within the area.
• Customisation options – Technology is always evolving and you’d need a larger exhibition stand for all the customisation options that make them stand out. A 3m x 3m exhibition stand supports high-quality materials, custom graphics, and various display tools to help really bring your stand to life.
• Cost efficiency – These dimensions give everything you need out of an exhibition stand aside from the greater level of space.
• Foot traffic optimisation – These dimensions allow for enough space to accommodate easy interaction between staff and visitors from various angles.
• Accessories – This size is big enough to accommodate various accessories that can bring the maximum potential out of your stands.
• Ease of transport – An exhibition stand of this size is large enough to serve its function, but also small enough to travel in a portable storage case.

Types of Exhibition Stands and their most common sizes

The following is a breakdown of the different types of display stand and their common sizes:

• Pop-up display stand – Pop-up display stands are available in several configurations, such as curved pop-ups and straight configurations. In particular, 3×3 are the most popular dimensions for a pop-up stand by far. This is because it strikes a perfect balance between having optimal space and ease of setup. It also accommodates more than enough accessories, such as counters, media screens and lighting options, without crowding the overall display stand.
• Shell scheme – A shell scheme is commonly found in size 3×3. This consists of a structural frame that can be customised with a graphic wrap and other accessories, such as a leaflet dispenser.
• Modular Exhibition Stands – Modular stands are commonly designed on a 3×3 base. However, the entire concept of a modular stand is to have compatibility to grow through additional attachments. They can go from a 3×3 to a 6×3, for example, through mods alone. They are frequently used in high-traffic events, enabling businesses to scale or reconfigure as needed.

How do I choose the right exhibition stand based on the event?

The following is a formula by which you can plan for the best exhibition stand size based on what you need for the event.

1. Define your event goals – Your goals for your showcase dictate your level of need for a large display stand. If your goal is a high visibility promotional event, such as showcasing your brand as a whole, then larger stands, or one that is more centrally placed, may be necessary for prominence. That being said, if you need anything else, such as lead generation, showcasing products or engaging the audience, a standard stand size of 3×3 may be more than enough.
2. Assess event and venue specifications – There are several things you should try and learn about where you’ll be showcasing before selecting the perfect size for your exhibition stand.
   • Location – Where will your stand be set up? The precise location will affect your available layout options, which are the corner, inline, peninsula and island configurations. The corner has two open sides, offering good visibility, but may limit larger foot traffic compared to island and peninsula stands, each providing maximum exposure. The latter are better suited to larger stand configurations, as when you’re trying to pull in as much audience as possible, even if you’re in a prime location such as the entrance, you may find a larger stand will act as a bonus that pulls in many attendees.
   • Attendee density – How many attendants are there going to be? For high-density events, larger stands beyond 3×3 accommodate more visitors quite comfortably. This reduces crowding around displays and engagement zones. A smaller display stand may become clogged with crowding, meaning you end up missing potential engagements.
3. Budget Allocation – Check your budget to see if you have the ability to devote more to your display stand. When it comes to budgeting at a trade show, you must first and foremost ensure it is split between four different categories. Stand space rental should take up between 30 – 50% of your budget, with your design team being allocated 20 – 30% for the individual elements, and accessories/furniture being between 10 – 20%.
4. Consider brand and stand design requirements – A brand that has a reputation for being large, or employs large product ranges, should have larger stand sizes to allow more space, expansive graphics and an immersive customer experience. Furthermore, understand that the use of media screens and demos will most likely take up the majority of space on the entire stand – meaning it is wise to go for a larger option.
5. Visitor interaction and flow – Create your perfect display stand by mapping expected customer paths. Where are most of them coming from direction-wise? How many at a time? Alongside high-quality, inviting graphics – this will dictate how you’ll capture an audience, as well as how many.
6. Future events – Many exhibition stands for trade shows are rented for a specific amount of time. What else are you doing with your stand at this time? This will be one of the final deciding factors in your overall decision for how large your exhibition stand will be. One of the biggest reasons why 3m x 3m exhibition stands are so popular is due to their versatility. A stand that is too large means a stand that is harder to transport and has a lot of wasted space, after all.
7. Pre-event testing – We understand not everyone will have the ability to set up a demo display stand before the event to test the fit, but if this is an option – then you have access to practical data that will help you more than theory.

Conclusion

3m x 3m exhibition stands are the standard due to flexibility and versatility, and if you’ve no real reason to go higher, you’ll find that they serve you well in most settings. Showplace are veterans of putting together high-quality exhibition stands of various types. Click here to check out our range!

But what makes a good exhibition stand design? Showplace, the UK’s leading exhibition stand solutions company, has put together this guide to highlight some of the best practices of designing a good exhibition stand in this highly competitive industry, and reasons why you should always choose a professional trade show company to help you.

1. Define your objective and goals

In 2017, at the Consumer Electronics Show in Las Vegas, a tech firm named “TechInnovate” showcased its diverse product line that included VR headsets, smart home devices, wearable tech etc. However, as beautiful as their bespoke exhibition stand was, complete with multiple interactive displays and high visual impact graphics, they did poorly due to their lack of messaging, branding and purpose. Their presentation lacked focus, shooting through their diverse lines with little cohesion, resulting in an overstimulated visitor base. Their lack of a goal led to a lack of a strategy, which in turn led to a lack of reason for consumers to become leads – let alone convert. Overall, it was a poor showing.

That’s why the first and most important thing you can do to make your exhibition successful is to define a clear goal for your trade show. By having these set from the start, you can align all of your actions to maximise the potential of your exhibition stand and overall performance. 

The benefits are as follows:

• Focus resources – Time, money, and materials are prioritised and allocated to ensure all activities that matter most are accounted for. According to the Center for Exhibition Industry Research (CEIR), exhibitors who set specific goals are 68% more likely to achieve a positive return on investment (ROI) compared to those without clear objectives.
• Measure results – How do you know how well you’ve done in terms of visitor numbers, leads generated, or product interest, if you haven’t illustrated proper expectations. A study by the Event Marketing Institute found that 87% of companies that set measurable objectives for trade shows were able to effectively quantify their success, leading to better strategic decisions for future events.
• Enhance team coordination – When team members understand what the stand aims to achieve, as well as the targets set for them, they can work more cohesively. Research published in the Journal of Business & Industrial Marketing indicates that clear communication of objectives among exhibition staff leads to a 34% increase in team performance and visitor engagement.

How to set a clear objective

The following is a step-by-step guide that should help a project manager create proper objectives:

• Purpose – This one is easy. Are you going to raise brand awareness, generate leads, launch a new product etc?
• SMART Goals – SMART is a system by which you can create goals that are reliable, used by businesses to set goals for events or otherwise.
  • Specific – Lets say you want to generate goals. How many? Get a specific number using historical data for exhibition shows, either your own or similarly sized endeavours.
  • Measurable – Industry averages should be used to determine specific metrics. Gather expected visitor numbers, social media mentions or lead conversions.
  • Achievable – Set targets that you can actually achieve with the budget that you have.
  • Relevant – Objectives must align directly with a company’s broader goal, and the exhibition’s intended outcome. If brand awareness is the goal, for example, focus on metrics such as total impressions and new contacts. Ensure you have the ability to gather these metrics reliably in place.
  • Time-bound – Establish timeframes for each goal, such as during, after the event and the post-event follow-up period.
• Objectives by Engagement Strategy – Take the goals you have, and create a proper engagement strategy to reach them. For lead generation, this could be product demos and interactive sign up forms, for example.
• Set up KPI’s and Metrics – The following are some metrics you should gather, not only to gauge results, but to also see their effectiveness (that will help tweak your exhibition stand and presentation next time):
  • Visitor engagement time – Average time visitors spent at the stand, using tracking tools to measure average engagement time. Longer engagement times indicate strong interest, and the means by which the engagement happens should be invested into.
  • Number of demos – Total amount of demos conducted, ensuring consistent interaction with visitors and giving insight into how appealing the demo is. The more effective demos given, the better the results.
  • Lead collection and follow up – How many qualified leads did you capture? How many convert afterwards? Count and qualify by interest level and categorise them as high, medium or low. Find what makes the high interest leads stick.
  • Social media engagement and outreach – Count the media mentions, hashtag usage and impressions generated. This is how you extend your brand beyond the event.
  • Visitor footfall and conversion rate – How many visitors are at the stand, and how many convert? Use a manual clicker or counting system to track footfall, and set a conversion rate target. The gap between footfall amount and conversion rate determines how effective your strategy is.

Once you understand what your objectives are, and how you’ll track the factors that determine their success, you will then know what you need to give your exhibition stand designers. If any of our top tips should be adhered to, it’s this one – because this is part of project management services, which, although differ from the initial process of designing and creating a good looking bespoke exhibition stand design, are still of the utmost importance.

2. Create a custom exhibition stand design that reflects your brand

Your bespoke exhibition stand must align with your brand’s identity. It has been proven through research that consistent branding presentation across all platforms can increase revenue by up to 23%, and signature colour can boost brand recognition by 80%.

1. Colour scheme – All brands have primary and secondary colours. When you have this scheme, stick to it, and use it prominently in your stand’s layout and displays.
2. Logo placement – Position your logo strategically – it has to be visible from several angles at once. This ensures that visitors recognise the brand immediately when approaching the stand.
3. Typography and font consistency – Your custom exhibition stand design should have uniform typography for all signage and messaging, with the intention of creating familiarity over time.
4. Core messaging – Create key slogans, taglines or messages that convey both brand values and main selling points. Incorporate them into your design and contact points.
5. Thematic design – What is the overall theme of your brand’s style and value? A tech company, for example, may adopt sleek and minimalist designs to evoke trends of technology becoming more condensed and convenient.
6. Branded visuals and media – Videos, banners and images, all of these highlight your products and services, and when done consistently, it reinforces brand messaging and keeps the experience cohesive.

As you may be able to tell from this section, a bespoke exhibition stand is all well and good, but the design elements should be left to professionals. Knowing the effects that your designs should evoke is all well and good, but there is also the art in actually presenting them.

Exhibition stand designers are key for ensuring this is done properly. They have a professional understanding of colour psychology, knowing what colours influence what emotions and perceptions, all whilst ensuring the colour scheme aligns with your brand’s message in the most seamless way possible.

3. Utilise high-quality graphics and visuals

When you create exhibition stands, one of the biggest pieces of advice levied at you by stand designers is to use high-quality graphics and/or visuals. Sure, it draws attention and communicates your brand’s message effectively, but it also ensures that you have an attractive exhibition display with eye-catching graphics/visuals.

1. High-resolution images – Sharp and professional images enhance the stand’s appeal. Low quality visuals detract from the brand’s professionalism, whereas the opposite is considered to be a sign of integrity.
2. Engaging videos and animations – Your exhibition stand designers should plan for elements that allow for video content and animations to be displayed, and this content should be engaging, made by people who know what they’re doing.
3. Clear, concise signage – Create easy-to-read signage with concise messaging. Ensure they capture your brand’s key offerings in large, legible fonts. In this, prioritise simplicity.
4. Strategic use of space and layout – Your exhibition stand design should display graphics at eye level, and in high-traffic areas, to maximise visibility. Key messages and visuals are then noticed by visitors passing by, increasing engagement likelihood.

There is also the question of what images you should use, where, how large – etc. But this requires an in-depth understanding of visual hierarchies and layout design. You must work closely with an exhibition stand company to ensure that your choices are the most effective, and how best to unlock their potential.

4. Incorporate interactive elements to engage visitors

Having interactive elements within your exhibition stand makes them more engaging. A study by the Center for Exhibition Industry Research (CEIR) found that 81% of trade show attendees engage more with interactive displays, leading to increased interest and retention. Additionally, research from the Event Marketing Institute indicates that 74% of consumers have a more positive perception of brands that offer engaging experiences at events.

This is because active participation is much more memorable than passive participation, and interactive elements play on your senses of sight, touch, and sometimes sound – making it a multi-sensory experience.

Kinds of interactive elements are as follows:

1. Touchscreens and interactive displays – Touchscreen kiosks or tablets allow a visitor to explore the products, browse the catalogues or learn more about your brand at their own pace. It also allows them to target information they are already interested in, instead of being slowed down.
2. Product demonstrations – If a person tries a demo of a product and is impressed, the likelihood of them buying that product goes up dramatically. This is definitely the case for tech, or more complex products.
3. Virtual reality and augmented reality – VR and AR can transport visitors into immersive experiences, each one having its own unique effect.
4. Gamification elements – Interactive games or quizzes can add a fun, engaging layer to the stand, so long as they’re not too intrusive. Rewards and prizes that encourage participation also make a great incentive for further engagement.
5. Interactive product demos with analytics – Incorporating devices and displays within your exhibition stands that capture visitor data during interaction is an easy, seamless way to gather it.

Even with modular exhibition stands, you should know from the start how many displays or devices you’ll need in your finished exhibition stand.

5. Plan pre-event promotion

Your project manager should put together a strategy to promote the event before and after the exhibition. Your exhibition stand plays a big role in ensuring this is effective.

Pre-event:

1. Leverage social media campaigns – Announce your participation across all platforms that are relevant, such as LinkedIn, Instagram or Twitter, to build excitement and awareness of the events beforehand. Ensure you use branded event hashtags, and make sure to display the fruits of your efforts, such as your bespoke exhibition stand, prominently.
2. Engage with email marketing – Send emails that are targeted toward existing and prospective clients, inviting them to your stand with exclusive product reveals, interactive elements, and opportunities to meet with experts. Consider a sort of incentive to those who schedule meetings in advance, although, if you’re expecting high engagement, pure fomo may be enough to engage them.
3. Collaborate with event organisers for maximum visibility – Many organisers offer promotional opportunities, such as being featured in an attendee newsletter, on event websites etc. Partner with these organisers to promote your stand.
4. Create a dedicated landing page – Developing your landing page is an art much different from exhibition stand design. It’s a place where they can register, schedule meetings, and generally learn more about your stand. Furthermore, it’s a place where they can capture simple information from those who show high interest, becoming valuable leads.

Conclusion

In order to unlock the full potential of your exhibition stand, you need an exhibition design that is second to none. Showplace are expert providers of exhibition stands and graphic designers. Our team can create a great exhibition stand design for use at your next exhibition and future ones to come.

Contact us today for enquiries, and our customer service team will explain why we’re the right company for you.

To find out how to maximise your engagement to rally new or returning customers via an appealing exhibition shell scheme, read on.

What is a Shell Scheme and How To Make Them Stand Out?听

Shell scheme exhibition stands usually consist of the following elements:

• Walls 鈥� Your shell scheme walls will include a flat back wall and side walls made of lightweight but rigid shell clad panels or fabric to allow easy movement.
• Flooring 鈥� The flooring of your shell scheme stand is usually fairly basic, such as a carpet. This is because having a proper floor would weigh the shell scheme down even further.
• Fascia 鈥� The top of the shell scheme stand is a fascia, which displays your brand name.

Shell scheme stands are typically inexpensive compared to many props and structures used for trade shows and exhibitions, and they offer great value for those on a tight budget despite their simplicity. With Showplace鈥檚 range of featured upgrades, which include graphic, flooring, furniture and AV options, this type of exhibition stand provides a blank canvas for you to create designs that can pull in an audience, create a memorable experience and differentiate your brand from your neighbours鈥�.

Creating an Attractive Shell Scheme Stand

There will be a sea of shell schemes out there, but with the following guidelines, you will be well on your way to having an exhibition stand that stands out and makes a good impression with potential customers.

Shell Scheme Graphics

Using bold, striking, tension fabric graphics and visuals are the first step in ensuring that your shell scheme catches the eye of your customers. You usually only have a few seconds to grab a potential client鈥檚 attention before they move on, and with shell scheme graphics being reusable, you want them to be impactful every time they are used.

As a result, you need to ensure the following with the graphics in your shell scheme space:

• Instant Idea Communication 鈥� What is your service about? Your printed shell scheme panels should ensure that anyone will instantly know what it is that you鈥檙e offering. The best way to do this is by telling a story through seamless shell scheme graphics and impactful images 鈥� such as providing a combination of both a problem and a solution. For example, printed graphic panels involving a chemical cleaning product with wilting plants alongside an entirely eco-friendly cleaning product. You will find that this technique alone will make all the difference.
• Memorable 鈥� People remember things when their emotions are provoked. When your shell scheme stand inspires positive emotions that hold attention, you generate interest and increase the likelihood of their approach.
• Colour Psychology 鈥� To use colours on your individual panels effectively, ensure you keep them in line with two things: association, and brand scheme. Blue is considered the colour of justice, for example, whereas bold reds add a sense of excitement.

尝颈驳丑迟颈苍驳听

Lighting can set a mood and breathe life into your printed panels, as well as guide your eye. It is an important element to master alongside your shell scheme panels design, as not only does it enhance it, but it staves off any possible issues out of your control. For example, the show floor.

• Attracting Attention 鈥� Lighting can set a contrast between the background and the foreground, allowing your custom-printed visuals to pop out. Our backlit graphics allow you to guide people鈥檚 eyes towards the key features and/or images. Networking should be less stark, as it鈥檚 only relevant after a person has already bonded. Additionally, our fully branded suspended light boxes ensure that your location can be identified with ease and from across an exhibition hall!
• Colouring 鈥� With the correct colouring, your shell scheme exhibition can promote certain moods, such as warm colours creating inviting and calm atmospheres, whereas cool bright lights can promote energy and focus. On top of that, humans associate colours with concepts, such as blue for justice and the good.
• Dimensional Manipulation 鈥� Lighting can do wonders to enhance the appearance of shell scheme stands. For example, shadows accentuate the outlines of products and objects, giving them a sense of form and value. This is useful when it comes to shell schemes, as a lot of them can be quite thin, but with lighting being projected in the right way, you can heighten the three-dimensionality of objects.

Interactive Elements

Humans like to interact with things, and this is proven through the modern age of smartphone usage. When it comes to selling a product, being able to interact with it beforehand is huge in securing a sale.

• Product Demonstrations 鈥� Demonstrations allow potential customers to experience the pros of your product whilst also being guided. This allows you to also build meaningful rapport, and ensure them that your brand will take care of them.
• Digital Displays 鈥� Having a digital exhibition display(s) allows customers to be able to guide their journey through your products. With the correct prompts and keeping it simple, you can use videos, touchscreens and slideshows to communicate information.
• Contests and Giveaways 鈥� Humans are competitive and, at times, opportunistic. Hosting a giveaway with free promotional merchandise is a proven method to generate a buzz around you. It鈥檚 also a crafty way to get leads, which is basic contact information for people who may be a potential sale, by ensuring they sign up with contact information.

Technology Integration

Technology makes life easier, and having tech that people are interested in using, or which makes their experience easier, is a massive advantage to have over other shell schemes.

• QR Codes 鈥� These codes are a fast method of getting from A to Z. Through a quick scan through a smartphone camera, something nearly everyone has these days, you can immediately link your customers to websites, sign-ups, app downloads etc. This is also a fantastic way to track engagement, as you鈥檒l have information on who is clicking on what. QR codes can also generate leads quickly.
• Charging Stations 鈥� Phones often run out of battery. Having a free charging station (fast charging preferred) can be a reason for someone who is semi-interested to approach your stand. They can use the opportunity to charge devices while also gaining some perspective on what your company has to offer. Even if they are not initially interested in your brand, products and services, you can take this time to strike up some friendly banter, possibly finding an angle to encourage their interest in your product. The most important skill of a salesperson is being able to make friends.
• Rare Technology 鈥� Technology that you can experience for the first time. A good example of this is VR. A half-decent VR headset for a high-quality video game costs over 拢200. But, of course, VR is not limited to the realm of video games. If there is something you want to demonstrate that you can鈥檛 in real life, such as architectural concepts, a VR is more than capable of generating photo-realism to create a true representation of what it is you鈥檙e trying to display.

Comfort and Functionality

91亚色传媒 and trade shows are events where people are usually on their feet the majority of the day. Upgrading your shell scheme exhibition space to offer greater comfort, with suitable furniture and facilities, can be just the thing you need to attract an indecisive potential customer.

• Seating 鈥� Chairs or even branded bean bags, decks chairs or cube seating, are a sign that any visitor is welcome to enter, and your choice of seating can set the tone and the pace wonderfully. Once a person has seated themselves, they are now in the world you鈥檙e trying to create.
• Small table or lockable counter 鈥� A table or lockable counter allows you to create a workspace-like environment where people can set down materials they pick up, as well as provide a platform to do things. Aside from that, it represents a dedicated space to showcase your products or host your business cards. Our lockable counters, also provide discreet and secure storage space for personal belongings or excess stock of marketing literature and show freebie giveaways.
• Flooring 鈥� Flooring is a canvas for you to define your space. Your flooring choice can be anything from upgrading a standard carpet to one with your brand logo printed in-house or slogan, or perhaps patterns to direct your potential customers here or there. Either way, you can link your floor to elements in your shell scheme to create a cohesive look.

Staff Engagement听

Regardless of the appeal of your shell scheme, graphic panels, technology, or anything you use to attract an audience, it is your staff that ultimately are key. Your staff have to have excellent communication skills and an ability to engage well with people they probably haven鈥檛 met before.

• Product services 鈥� Being able to demonstrate a product like a professional, knowing the ins and outs, and answering any niche questions the customer may have, goes a long way to building trust and credibility for both the brand and service/product. Pair this with a staff member who can identify the specific needs of the customer and tailor their presentation around it, and you鈥檙e on your way to maximising your sales opportunities.
• Brand ambassadors 鈥� A good salesperson can get a sale for the product, but a superior salesperson will get them to come back because of the brand. Whilst part of this relies on the quality of your product, finding people to represent your company who embody the spirit and message of the brand will add an air of legitimacy that leaves no room for doubt.

Conclusion

Overall, a shell scheme is a cost-effective investment that allows for a great deal of customisability if you choose to make those distinctive, 鈥榮tand-out鈥� upgrades, which Showplace can offer. Having limited space at shell scheme stands means it is important to be well organised and keep your exhibition area tidy so that it is still appealing.

By following the tips above, you can tailor your shell scheme exhibition stand to not only embody your brand and its ideals, but also maximise the volume of approaches and interest in your company and it’s products and services.

What is a trade show?

Trade shows (also sometimes referred to as trade fairs) can be defined as exhibitions for businesses in a particular industry to showcase and promote their latest products or services to their target audience. Bigger trade shows might include some of the learning opportunities of a conference, such as speakers, group activities, and more. Most of the educational parts of a trade show are likely to be hosted by sponsors who are already promoting at the exhibition or who serve in the industry of focus. In a lot of cases, you can think of them as educational adverts.

Who are trade shows for?

Company representatives and companies showcase products and services at trade shows, usually hoping to connect with their target audience – which can either be business to business or business to customer depending on the nature of the trade show and particular profession/industry. Generally speaking, trade shows are for companies who want to launch new products and receive instant feedback from their target audience there and then.

What are the benefits of a trade show?

You can get the attention of your target audience

Visitors at a trade fair or show are looking to learn about the recent and best in industry-related offerings from industry professionals. Guests are usually looking for anything from new technologies to key services that can help make their lives easier. This means that it is a big draw for companies who want to reach a specific audience due to the highly targeted nature of those who are attending. After all, most, if not all attendees, at the trade show are likely to be potential customers and better yet – potential customers who are interested in the products and services you have on offer.

There is the opportunity to network

As well as being a great way to meet visitors, trade shows are also useful for greeting suppliers and learning more about your competitors and to get an idea about future industry trends. This will help you to get an idea of what is working well for your target audience, and enable you to fit your marketing and event strategy to effectively communicate to them and encourage them to choose your business ahead of your competitors.

Are there any obstacles to planning a trade show?

Your design doesn’t work with your event space

It is important to know the exact size and location of your exhibition stand in advance of the event. This is because you could be planning a large and elaborate design for your exhibition stand and then find you are unable to accommodate it in the space you have been allocated at the venue. As a result, your stand may not be as successful in attracting your target audience, consequently posing the risk of them visiting your competition instead. Striking the right balance, with your unique design and space, will set you apart from the rest and help you be successful. We can help you there with our keen event industry knowledge and expert exhibition stand designs.

Top tips for planning a successful trade show

Make the most of your space

Normally, a trade show venue will consist of large exhibition halls with several businesses competing for the attention of visitors. This means you will want your space to feel unique and tailored to your message and identity as a company to increase brand visibility. To achieve this, you will need to be creative with your exhibition stand. Why not use striking light boxes to grab attention from afar, whilst including portable walls to create a personalised space to keep the attention focused on you and your products or services? Playing with d茅cor, lighting, and sound on your exhibition stand can help you communicate your brand and message in a vibrant, interactive and engaging way.

Plan it out early

Ideally, you will have plenty of time to plan for the trade show you’re attending and identify how you will promote your products and services effectively to your audience. Ensure that you understand where your business will be positioned in the venue in relation to where the visitors will be and how you can use elements of your stand to draw their attention over to you and away from your competitors.

Conduct strong market research

Trade shows and events serve your target audience. In order to ensure you get it right, you need to know key details about potential customers for your products and services that you are targeting. Start with a broader audience, but whittle it down to the specifics so you can create a trade show experience you know will yield strong lead generation and sales results. If you can collect contact information of industry partners and potential customers, that’s a truly successful trade show.

What is a conference?

Whilst a trade show focuses on multiple vendors and the opportunity for visitors to walk around and explore new product offerings, a conference is about the exchange of information. This can happen in many different ways, but typically the purpose of a conference is education.

For example, user conferences are hosted by big service providers to inform users, whereas academic conferences can bring together industry leaders in a certain field for panel discussions to help others gain industry knowledge too. Industry-specific conferences invite visitors to learn, increase their knowledge and skills, and better themselves in a professional way.

Who are conferences for?

A conference can involve a range of people – but the key thing that unites them all is that they’re attending to gain knowledge. Typically conferences are held for fellow businesses or individuals working within a particular industry. Here, industry leading experts can impart their knowledge to others who might be newer to the industry or who are looking to develop new skills or diversify their business offerings.

What are the benefits of a conference?

They offer flexibility

Not every conference has to follow the same pattern. If they did, conveying information to the audience would become boring and ineffective as visitors wouldn’t necessarily remain focused to absorb the content being delivered. When planning a conference, you have the flexibility to think creatively and try various locations or design styles that will grab and maintain your audience’s attention. You have complete creativity with the only remit being that you are educating your audience, giving you a real opportunity to have an impact.

Visitor engagement

This relates to the previous benefit in that the attendees of a conference are paying good money to be there and are wanting to learn. So, you can expect them to want to interact and engage with you throughout the conference as long as you have made the effort to ensure the event is interesting and useful for them. By creating an event worth sharing and talking about (maybe even adding a clever hashtag) the visitors will help you organically extend your reach and spread positive word of mouth. In this social media age, industry members around the globe could see your conference thousands of miles away.

Are there any obstacles to planning a conference?

Booking speakers can be difficult

Despite breakout sessions, networking, and even entertainment becoming a big part of the modern conference experience, it is still all about the content, and that begins with great speakers. Finding good speakers isn’t always easy though, and finding great speakers who are on the cutting edge of market trends is even harder. The process includes a cycle of research, refinement, outreach, and negotiation. Without the right speakers, a conference won’t deliver on its aims and the message will be unclear and confusing to visitors.

Top tips for planning a successful conference

Include time for breaks

Conferences can be intense with session after session, speaker after speaker, endless networking, and the constant stimulation of modern technology – it has a lot more structure than typical trade shows might. It’s extremely draining and enough to make anyone need a break. So, it is important when planning your conference that you include spaces and times where visitors can unwind. Some events achieve this by adding technology-free zones and quiet eating areas.

Encourage networking with your design

In a modern world where people are always glued to their screens, people attend conferences for face-to-face interactions. A big part of that interaction is the several in-person meetings that are scheduled at major events. Large scale conferences can have hundreds of meetings booked throughout the course of the event. Incorporating unique designs, and using the space effectively, will encourage better networking and set you up for a successful conference.

What is a convention?

Where a convention is different from a conference is that it typically centres around membership in some way. It could be a formal meeting of members, representatives, professionals, or even fans at a convention centre. Fan based conventions such as Comic Con are an example of this, which takes many various forms in several cities around the country. Aside from fan conventions, most are hosted to put forth an agenda for the coming months or years, or to discuss points of interest or problems.

Who are conventions for?

Conventions can involve a range of people again, but these tend to be people who are already heavily involved in a specific industry or interest, and who mostly come along for networking opportunities, rather than for business opportunities necessarily. Generally, conventions are for industry big-thinkers who might all get together to talk about the agenda for the future, key changes they might see, and how their industry can tackle those changes.

What are the benefits of conventions?

Attendance is less of a question mark

With trade shows and conferences, pushing registrations and attendance comes down to successful marketing and spreading the word of your event. However, when planning a convention, your event can have the benefit of including a large pool of members who are likely to attend based on their affiliation with the society or profession.

There is plenty of time for planning

Due to most conventions being annual or bi-annual events, companies have plenty of time to secure venues and source everything that’s required to make sure the convention is successful for you and your visitors. Planning far in advance can mean cheaper rates and more scope to find the perfect venue for your target dates.

Are there any obstacles to planning a convention?

Lack of preparation

It’s easy to fall into the trap of being underprepared for a convention due to the knowledge that the people attending are already interested or affiliated with the industry. Lazy planning and a lack of effort will lead to a lack of engagement and potentially an unsuccessful convention, ultimately risking a negative impact on your marketing and future event plans.

Top tips for planning a successful convention

Plan effectively

It is obvious to visitors when an event has been planned at the last minute, if they don’t have a good experience. Bad 鈥榳ord of mouth’ may spread and potentially impact your business. All aspects of a convention need to be well organised to give your audience the best possible experience.

Conclusion

Trade shows, conferences, and conventions can all be beneficial to your business, but they are big undertakings that involve a lot of planning. With a better understanding of the individual challenges and characteristics of each type of event, you will be ready to meet and exceed the expectations of any visitors and will experience a more successful outcome.听

PUTTING ON AN
EXHIBITION?

Speak to us about your next project. We help bring your ideas to life 鈥� designing, building and delivering impactful marketing solutions.

Speak to one of the team

Businesses that depend on attracting new customers are always highly competitive, with many avenues for marketing and advertising often needing time to bring results. However, one tried and true marketing strategy has seen significant returns on investment throughout the years 鈥�听 events.听

Successful roadshow events provide a physical platform where businesses can showcase their products and services, as well as providing networking opportunities with many potential clients, to reinforce their brand presence and attract potential custom and drive sales. As such, the investment made in terms of equipment hired for the event, plus the costs of manning the roadshow, can be paid back several times over through successful connections made through interpersonal interactions between the company and the client.听

Getting your event roadshow trailer/stand right is the first secret to success, and Showplace can help you there. But we’ll also be exploring event strategies to ensure success as you plan your roadshow. Of course, the success of any roadshow can only really be quantified with event data following the event, but there are certain planning tasks you can undertake to make success the most likely outcome.

What is a Roadshow Event?

A roadshow event is a type of marketing activity that involves travelling to multiple locations to promote a product, service, or brand. These locations are usually major cities, but you can tailor a roadshow to where your customers are. Everything you need for the upcoming events can be packed into a vehicle and then taken on the road. On your arrival, you can create your platform in pre-booked locations, interacting with a wide audience. Your platform can be anything from stands to an entire roadshow truck that has been customised to open up and provide an area for you and your customers to interact.听

The purpose of a roadshow can range from demonstrations of products, services or technology, to simply giving out free samples. Some companies use them to launch a product, while others might even use them to launch educational or business related seminars.听

Roadshow events are highly flexible and scalable. Regardless of whether you’re a start-up company looking to generate a buzz about your unique line of products, or an established company with its own identity, roadshows can be tailored to your specific objectives.听

Roadshow Planning

How do you plan a roadshow event, from the personnel to the equipment to the bookings? Read on to find out.

Phase 1 鈥� Objectives

As with any significant endeavour, planning an event roadshow starts with setting clear, concise, and measurable objectives. This phase is foundational, as it establishes the roadmap that guides the entire planning process and eventual execution of the roadshow.

What do you aim to achieve with your roadshow? Perhaps you want to increase brand awareness, generate leads, foster client relationships, or launch a new product. The objectives can be varied but should always be relevant to your overall business goals.

What sessions will garner the most attendee engagement in your industry? Seminars, product trials, or something else? If engaging new customers is your aim, then you should find out what speaks most to your customers.

Understanding these objectives allows you to design an event that caters specifically to your business needs. For instance, if your goal is lead generation, the event’s structure and activities should be geared towards engaging potential clients and capturing their details. If it’s client relationship building, the event might focus more on networking and providing value to existing clients.

The objectives should follow the SMART criterion 鈥� Specific, Measurable, Achievable, Relevant, and Time-bound. This approach enables you to track the success of your event in a quantifiable way. For example, instead of setting a vague goal like 鈥渋ncrease brand awareness,鈥� a SMART goal would be 鈥渁ttract 200 attendees and secure 50 new leads from the roadshow.鈥�

Remember, clear objectives not only provide direction but also serve as a benchmark for measuring the success of your event roadshow.

Phase 2 鈥� Audience

The second piece of the puzzle is to figure out your target audience. Once you determine this, you will have the foundations you need to build an event strategy. Finding your audience will determine the tone, content and overall presentation of your roadshow.听

Ask yourself, who would be interested in your products? Where would you find these people? What are their challenges with your product, what motivates them, and what experiences do they value?听

The following method should allow you to gather worthwhile information:听

• Customer data 鈥� Your business likely already has customers. Take a look at what they all have in common in terms of characteristics, behaviours, preferences and complaints. This will help you build a strong idea of who your customers are.

• Surveys 鈥� By directly asking your target audience what they want, you can yield many useful answers; but keep in mind that word of mouth is not always as reliable as watching clear behaviour. Post event surveys can also help you plan your next event, so keep in mind the value of surveys pre and post event.

• Social media 鈥� Social media will strongly inform you of the values of your target audience. Check all social media channels to see where your audience is engaging with you the most.

• Market research 鈥� Analysing existing research and trends within your industry can yield results on where your audience fits within the market.听
• Conduct field research 鈥� It’s always a good idea to head to where you think the audiences might be prior to finalising any location on your roadshow event. This will show you whether the location would realistically work for you because it will highlight how easy it is to find your audience here.

• Competitor analysis 鈥� Your competitors’ actions and their customers’ reactions can give great insight into what to do, and what not to do.听

With the information gathered, you can go on to create personas for your customers. These personas will be made up of characteristics, behaviours, preferences, likes and dislikes. By targeting those who align with your identified personas, you are speaking to people who closely resemble your audience.

LOOKING TO
EXHIBIT YOUR SERVICES?

Speak to us about your next project. We help bring your ideas to life 鈥� designing, building and delivering impactful branded marketing solutions for your business.

Speak to one of the team

听

Phase 3 鈥� Budgeting

With both your objective and your audience defined, the next big thing to figure out is how much you鈥檙e willing to invest. Your budget will determine your scope, quality and likelihood of success 鈥� but it goes both ways.

The first stop should be listing all the potential costs of your project. Start with the following:

• Venue hire
• Transportation
• Event equipment
• Marketing and promotion
• Technology support
• Staffing
• Food and drink
• Emergency funds

Prioritise your budget in favour of your objectives and audience. Essentially, think about how you would be able to best present your services. Are high-tech demonstrations critical and necessary? Cut anything that isn鈥檛 needed.

Also, think about optimisation. Could you perhaps get corporate partnerships or sponsorships to help cover the costs of the operation? Do you have rules in place for what is used when and where? By judging each situation with prioritisation in mind, you should be able to get through the roadshow event easily.

Phase 4- Location

Selecting the right locations for your roadshow is a crucial strategic decision that can greatly influence its success. Your venue locations need to align with your event objectives and target audience demographics.

First, you must ensure that the locations are easily accessible to your target audience. A central, well-connected location can increase turnout. Consider proximity to public transport links, parking availability, and travel time for attendees.

Next, investigate the facilities and amenities the venue offers. Does it have suitable spaces for all your planned activities? Is there enough room for exhibitors and attendees to move around comfortably?

Consider the ambience and vibe of the location, too. It should resonate with your event theme and brand image to create a coherent, impactful experience. You must also take into account the cost and the availability. Early booking can prevent scheduling conflicts and may provide opportunities for negotiation on rental fees.

Phase 5 鈥� Logistics and Staffing

A well-orchestrated roadshow relies on precise logistical planning. From transportation and equipment handling to accommodation, each detail plays a pivotal role in the smooth functioning of your event. It鈥檚 crucial to outline the logistical requirements, including vehicle hire for transport, arranging reliable freight for equipment, and booking suitable accommodation for staff if necessary.

Equally important is assembling a skilled and reliable team. Each team member, whether they鈥檙e handling the technical or logistical aspects, guest relations, or on-site operations, has a distinct role that contributes to the overall success of the roadshow. Ensuring roles and responsibilities are assigned and understood is vital to avoid confusion or oversight.

Phase 6 鈥� Promotion

Your event roadshow, no matter how meticulously planned, cannot succeed without an audience. This is where promotion comes in, acting as the lifeblood of your event鈥檚 visibility and attendance rates.

Start by crafting a compelling narrative about your roadshow. Why should people be interested? What unique value or experience are you offering? Your promotional content should not just inform, but also excite and inspire your target audience to attend.

Diversify your promotional efforts across multiple channels to maximise reach. Social media platforms like LinkedIn, Facebook, Twitter, or Instagram can be used for quick updates, sharing behind-the-scenes content, or sparking conversations. A dedicated event website or page can provide comprehensive details and seamless registration. Email campaigns can deliver personalised invitations and important updates to those who鈥檝e shown interest.

Local media coverage, industry blogs, and partnerships with complementary businesses, can amplify your reach beyond your own networks. Tailor your message to each channel, making sure it speaks to the specific audience you are targeting.

A well-executed promotional strategy can greatly enhance your roadshow鈥檚 visibility and success, turning interested leads into confirmed attendees. Remember, effective promotion is about more than spreading the word; it鈥檚 about creating anticipation, engaging potential attendees, and fostering a sense of community even before the event begins.

Phase 7 鈥� Execution and Event Day

The final stretch of the roadshow planning process is the execution phase. Here, all your planning culminates into action. It鈥檚 crucial to have a thorough run-through of the event schedule, ensuring everyone involved understands their roles. On the day, keep communication lines open, stay adaptable, and maintain a solution-oriented mindset.

No event goes without hiccups, so contingency planning is essential. Whether it鈥檚 technical glitches, last-minute cancellations, or unexpected weather, having a 鈥楶lan B鈥� ensures your event runs smoothly, no matter what happens.

Conclusion

Remember, the success of your roadshow ultimately hinges on your ability to deliver a compelling experience that attendees find valuable and memorable. As you embark on this exciting journey of planning your event roadshow, keep these strategies in mind to help navigate your path to success. After all, a well-executed roadshow not only generates leads and drives sales but also builds lasting relationships and brand loyalty.

The Showplace team is immensely proud to have once again supported the iconic brand, Breitling, at the world’s largest military air show, The Royal International Air Tattoo. This prestigious event, held annually at Fairford in Gloucestershire, opened its gates on 19^th July, showcasing aircraft from across 25 nations both in the air and on the ground.

For the third consecutive year, Showplace was privileged to construct a visually impressive and expansive temporary structure for one of the show鈥檚 major sponsors, Breitling watches. This year’s structure, the largest we have built for Breitling to date, boasted a total footprint of 473m虏. It featured offices, kitchen facilities, storage space, a sales boutique, a decked activation area, and a rear VIP decked viewing platform. In addition, and new for this year, we were also tasked with providing a briefing room, which served as the home for the Royal Air Force (RAF) display team, The Red Arrows, for the duration of the event.

With over 35 years鈥� experience, our suitability for this project is clear. 91亚色传媒 has established itself as a leader in providing premium and flexible temporary structure solutions to high-profile, luxury brands across all sectors. Our track record of delivering structures year-round, to an extremely high standard, is a testament to our team鈥檚 dedication and expertise.

We are also set apart by our commitment to sustainability and attention to detail. When fulfilling Breitling鈥檚 brief, we used reusable and recyclable internal and external graphics to complement the reusable structural frames. Environmentally conscious, with the benefit of bold imagery and striking branding, to ensure the build shone among surrounding exhibitors. From an experiential perspective, the blend of solid and glass walls, combined with air conditioning throughout, created a comfortable and relaxed atmosphere for the Breitling team and their many visitors.

One of the highlights of our collaboration was the construction of a walkway around a unique exhibit; the Breitling Orbiter 2. In 1998, the Orbiter 2 was the Breitling crew鈥檚 second attempt to circumnavigate the globe. Whilst it came to an unsuccessful conclusion with a controlled landing in Burma, the crew broke the record for the longest time spent in the air by a balloon and for the longest-ever non-stop unrefuelled flight, until they had a third attempt in 1999 when Orbiter 3 successfully flew non-stop around the world and consequently extended that record. Delighted that this remarkable piece of aviation history was brought to the event, our team built a functional walkway for guests to admire it up close.

As we reflect on another successful partnership with Breitling at The Royal International Air Tattoo, we are proud of our contribution to enhancing the experiences of Breitling鈥檚 visitors and guests.

91亚色传媒 remains committed to excellence, innovation, and sustainability, making us a desirable provider of temporary structures for brands like Breitling who seek top-tier products, services and project management for their events.

The market has been buoyant for Showplace in recent months. Showplace has had an extremely busy summer, providing temporary structures, event trailers and exhibition stand solutions to clients at more than 30 events for both new and existing clients, whilst concurrently managing a European merchandise tour for ACDC and a long running B2B product information tech rally roadshow for a global technology company, also across Europe.

As we look ahead to autumn, we are at capacity for September, providing solutions for clients at the following events: Babcock International, RWM Let鈥檚 Recycle, APF 2024, Tillage Live, DVD 2024, Solar and Storage, The Great Caravan Show, Vertikal Days, Cenex and EDS 2024, and Westmoreland County Show. October will also see us providing temporary structures at events across the UK, including: The Showman鈥檚 Show and No Dig Live, as well as for our annual work with Tattersall鈥檚 auction house in Newmarket.

For more information about how we can help you with your event requirements, please call our sales team on 01789 262701 or email sales@showplace.co.uk. Also, please feel free to continue to browse our website!听

Showplace has extensive experience working with clients at sporting events, whether you are looking to provide a space for attendees to relax away from the athletic action or want to showcase your products at the side of the track, we have a range of event solutions that can be customised to your needs.

Take a look at some of the brands we have worked with at previous sporting events below:

Hurlingham Polo at the Coronation Cup

Hurlingham Polo were looking for a hospitality solution that included space for attendees to relax whilst also creating an eye-catching display for their debut clothing range at the Coronation Cup event. Showplace provided four structures which were subdivided into various themed areas using solid walling and tension fabric graphics. Through the installation of laminate flooring, gutter branding and shelving units, we transformed the space into a fashion forward store front, ideal for welcoming guests to browse the latest styles away from the hustle and bustle of the horse race.

Bremont at Henley Royal Regatta

Bremont utilised one of our 5m temporary structures to create a space to display their latest watch collection in collaboration with Henley Royal Regatta. This structure featured a domed roof, tension fabric graphics, laminate flooring and custom vinyl stickers applied to the external glass panels. Bremont provided their own furniture to cater for specialist activities within the structure, such as watch consultations, fittings and measurements, and decorative accessories were added to align with the nautical theme of the prestigious event.

Albert Bartlett at the Royal Highland Show

Comprised of six 6m structures, Showplace customised the 170m虏 space for Albert Bartlett at the Royal Highland Show, situated opposite the show jumping arena. Featuring branded canopies and integrated flags, the structure was subdivided into four sections using tension fabric graphics to create contrasting themed areas. Halfway through the event, the structure was refitted overnight and transformed from a corporate hospitality environment to an experiential public space for all attendees to enjoy, demonstrating the versatility of our event solutions.

Triathlon England at the British Triathlon Festival Liverpool

Triathlon utilised our 4.2m Falcon trailer to promote their brand and encourage people to take part in one of the many triathlon events they organise across the UK. The striking red graphics and branded flags allowed their trailer to be seen from all angles at the festival, and the open layout created a welcoming environment for guests to sign up for one of their upcoming races, whether they were an experienced triathlete or a novice to the sport.

Game, set and match

Not only do we supply solutions at sporting events, we can also transform our structures into sports facilities suitable for training and gym activities. In 2022, we worked with Team England at the Commonwealth Games to create a space dedicated to physiotherapy, team meetings, relaxation and recuperation.

Showplace’s temporary structures offered a blank canvas for Team England to customise to suit their needs. We installed specialist equipment, such as exercise bikes and sports massage tables, fitted laminate flooring, and applied tension fabric graphics to the interior walling to create an inspiring environment for the athletes throughout the duration of the sporting event.

In addition, the structures were powered by 75kWh battery systems, ultimately removing the need for a generator or fuel, providing a reliable and silent power source. Not only did this reduce C0鈧� emissions by 100%, but the lack of noise also fostered a relaxing environment for the athletes throughout their busy schedules.

Team England were delighted with the final outcome of Showplace鈥檚 efforts, concluding that the structures were an excellent asset to their team:

鈥淯nder extraordinary conditions, Team England were hugely successful at the Games, and Showplace鈥檚 knowledge and expertise contributed towards this success. Showplace attended several site visits ahead of the Games, and remained professional, calm, positive, solution focused and reassuring whilst working with us to navigate through so many challenges and delays. Rob and his team had truly bought in to our campaign and joined forces with us to deliver something world class and something very special.鈥�

Louise Mackey, Operations Director, Team England

Are you thinking of attending any sporting events or want to create a sports facility for your brand? Here at Showplace, we have over 35 years of experience in creating and building event solutions catered to your specifications, We work with a wide range of clients across the UK and Europe, using our expertise to ensure clients can effectively communicate their brands, products and services to stand out from the crowd.

Call us on 01789 262701 or email us at sales@showplace.co.uk to get the ball rolling with your sports solution today!

In a market that is constantly evolving due to advancing technologies, it鈥檚 important to solidify your brand presence at an industry event, delivering a clear message to consumers. Our event solutions offer an array of customisation options to align with your brand specifications, steering your target audience in the right direction.

Here are just a few of the automotive brands we have previously worked with to bring their visions to life:

Caterham:

Showplace provided four 5m structures to create the desired layout. Two of the structures created an enclosed environment using solid walls with glass panels, and the other two structures consisted of open sides and decking to provide a space to showcase a classic Caterham car to attendees passing by.

Mazda:

Mazda utilised our 6m Eagle trailer to act as a backdrop when displaying their latest electric car models at Fully Charged Live. The tension fabric graphics featured high-definition images of their cars in action, and the trailer offered a compact yet impactful solution when exhibiting at the event.

Skoda:

To create Skoda鈥檚 spectator space, a configuration of seven 6m structures were installed alongside the racetrack. A vinyl sticker of the Skoda logo was applied above the main entrance and tension fabric graphics were fitted around the interior and exterior of the structure, reflecting Skoda鈥檚 product portfolio. Lighting was also installed internally, ensuring attendees could gather late into the night to enjoy the action of the race.

Stay on the right track

Not only do we work with automotive brands, but we also supply a range of solutions for events that are centred around the motor industry. Whether you鈥檙e exhibiting amongst the action at the side of the race track or providing a space for attendees to make a pitstop during the hustle and bustle, Showplace has a vast amount of options suitable for any occasion.

Take a look at a few of the automotive events we have had the pleasure of attending over the last few years:

听

Belgium Grand Prix:

Showplace provided a 12m structure that allowed enough room for Aston Martin鈥檚 cars to be displayed. One side of the structure remained open and PVC curtains were fitted to the exterior in order for the cars to take centre stage, allowing optimal viewing and access for attendees. A custom sign displaying the Aston Martin logo was also fitted, and lights were installed throughout the interior to shed a spotlight on the cars.

Japfest:

Liquimoly utilised our 7m Hawk trailer to promote their motor oils at Japfest, Europe鈥檚 most popular Japanese car event. Featuring bold shades of blue within their tension fabric graphics and integrated flags, these design choices allowed their trailer to be noticed for all the right reasons by visitors.

Silverstone Festival:

Bremont鈥檚 event solution featured two 5m structures, creating a seamless divide between the indoor and outdoor environment using solid walling and glass railing. To align with their brand specifications, vinyl stickers of their logo were applied above each door and flags were installed to all corners of the exterior, allowing their structure to be seen from all angles at the festival.

The Showplace team are looking forward to attending many motor shows in 2024, our upcoming events are:

Ford Fair – 11th August

British Motor Show – 15th August

Silverstone Festival – 23rd August

Trax – 1st September

German Car Festival – 5th October

If you are thinking of attending any of these events or have your own upcoming automotive project, we have over 35 years of experience in creating and building event solutions catered to your specifications. We work with an array of clients across the UK and Europe, using our expertise to ensure that clients can effectively communicate their brands, products and services to stand out from the crowd.

For more information about our services and solutions, please call 01789 262701 or email sales@showplace.co.uk.

According to. Therefore, your budget has to take projected income into account.

The following is a breakdown of the costs involved with exhibiting at a trade show.

What is a trade show and exhibition?

Before we jump into the costs, let’s just first look at trade shows and exhibitions to understand what they are and why you might want to explore them for your business. Both trade shows and exhibitions are great for getting in front of new and existing customers, industry partners and competitors, and potential investors, but they are slightly different.

Trade shows explained

Trade shows, which can sometimes be a trade only event, are听 known as a trade fair 鈥� meaning only your business and other similar organisations in the industry you operate attend; there won’t usually be customers among the attendees. Trade shows are usually an annual event that is spread out over a few days.

The aim of a trade show is typically networking with others in your industry. This offers opportunities for collaboration, exploration of new technologies, and a chance to share industry knowledge to improve your business. Seminars may be held to help you learn more about specific topic areas.

They can be held in a variety of places around the world, with some noticeable trade show locations in the United Kingdom to showcase your business and products and services with like minded industry professionals, such as the NEC Birmingham.

Because these events are held annually, they’re usually relatively big affairs, and if you’re looking to break into trade shows for your industry, you should consider clearing your calendar each year to ensure you can attend future trade shows and continue to connect and network with leading solution providers year on year.

They cover a range of sectors from food service to security systems, retail to distribution, and more.

PUTTING ON AN
EXHIBITION?

Speak to us about your next project. We help bring your ideas to life 鈥� designing, building and delivering impactful marketing solutions.

Speak to one of the team

91亚色传媒 explained

An exhibition is similarly an industry specific event with attendees often being fellow partners, competitors, and customers alike. The main difference between a trade show and an exhibition is the general purpose of the event.

At an exhibition, the main aim is to showcase new products and services. It isn’t really about buying and selling, rather just testing the waters for what you have to offer. By seeing the reactions of potential future customers and interacting with like-minded businesses in your industry, you may get a better idea of how the product or service may be received.

91亚色传媒 are a great way for you to test new products and services to understand if your development path was a smart decision. It also gives you the opportunity to pivot should your showcase highlight potential problems that hadn’t come to light previously.

A range of industries will host an exhibition when necessary such as fashion, technology, art, furniture, and other trade exhibition businesses that can share their latest products or services with fellow exhibitors, buyers, suppliers, and visitors to get a feel for how well received their latest offerings may be.

Is exhibiting at trade shows worth it?

Exhibitors at both trade shows and exhibition events will find them extremely useful. You can:

• connect with potential customers
• build relationships with the UK’s leading minds and businesses in your sector
• increase sales
• increase brand reputation and recognition
• understand trends in your industry

There are a host of reasons why trade shows are so popular, but in order to make the most of it you’ll have to really think about the logistics of attending such an event.

For some, the cost may be too high for the rewards they reap. For others, though, it can be the push they need to take their business to the next level and make themselves a standout name in their industry.

To understand the costs of exhibition trade shows, you’ll first have to think about budgets.

What is my trade show budget made up of?

Firstly, let’s break down where your budget will be going before we calculate what should go where. Knowing the key areas of where your money is spent during trade shows and trade fairs is the secret to ensuring you spend only what you need.

The four main areas where your budget will be spent are as follows:听

Trade show space

To exhibit at a trade show, you’ll need to rent the space in which your stands and presentation will be situated. There are a lot of variables as to how much you will pay for trade show exhibition space, as technically there are plenty of discount deals to take advantage of, especially when you plan attending trade shows well in advance and book your slot when it may be cheaper.听

Nonetheless,, but it can sometimes even range from 拢100 鈥� 拢500. Bear in mind that this is based on some of the major convention centre venues, such as those held at ExCel London, though prices will vary in some smaller exhibition venues for your exhibition booth space.

Trade show stands

There are two main things that will determine how much you pay for stands 鈥� the size and design of the stand you wish to construct, and the materials used in the construction. Specialised stands exist but often come at a premium.听

Should you want an exhibition stand design that is fully branded and particularly striking, but more cost-effective, reusable and recyclable modular tension fabric graphic displays are an extremely popular option, particularly with their positive environmental impact and focus on sustainability. Starting from around 拢2,450, they provide a much more professional alternative to pop-ups and standard shell schemes without the price tag of fully bespoke builds.

Marketing materials

Appropriately branded, well-designed marketing literature is essential to effectively promote your products, services or brand to potential clients attending. These can include a range of promotional materials such as branded merchandise, brochures, flyers, product catalogues and business cards.听

You can also benefit from eye-catching visuals, such as signs, banners, digital displays, and suspended branded light boxes, which enable people to identify your brand at a distance across large exhibition halls and major venues. Additionally, there are optional materials,

Travel and accommodation

Travel and accommodation options often present a limited choice, depending on many variables such as exhibition venue location, time of year etc. The most appropriate mode of travel depends on geographical location, distance, public transport links, the number of people, as well as the volume of kit requiring transportation.听

The budget required can depend on how early you are able to make the booking. There can be discounts and deals for early transport bookings. That being said, accommodation costs when attending a trade show can be more predictable, with a price range of 拢50 鈥� 拢200 per night as the norm.

PUTTING ON AN
EXHIBITION?

Speak to us about your next project. We help bring your ideas to life 鈥� designing, building and delivering impactful marketing solutions.

Speak to one of the team

So how do I decide on a trade show budget?

The most common metric for companies who are interested in exhibiting their products or brand is to set a total budget of four times what you pay for floor space. So that leaves the question of how to decide how much floor space you need, which entirely depends on what you’ll be placing on the trade show floor.

What you will place on the trade show floor is determined mainly by your booth. Your booth size should be made completely in line with what you want to do with your exhibition. For example, if you’re showing off your new electronic tablet, you want stands installed with security measures. You also want to make sure there’s walking space within your stand, as attendees will not want to be cramped.

How much does it cost to exhibit at a UK trade show?

If you’re one of many first time exhibitors about to exhibit at your first trade show, then the chances are you’ll be starting relatively small. As a general rule, this is a good point to start from because it means your costs will be slightly lower, but you’ll still get many of the same benefits as you would from a larger trade show, whilst being able to find your feet a little easier.

The main cost of your exhibition stand alone is likely to be around 拢2,450-拢3,000, and this is quite a significant investment, even at a smaller venue. But when you factor in the cost to rent the space, show services (such as wi-fi, electricity, carpets etc), accommodation, travel expenses, marketing materials before and during the event, and additional small or hidden costs that inevitably crop up, you can expect that number to grow to around 拢3,500-拢4,500 depending on how good you are at keeping costs down and finding the best deals.

There’s no denying then, that exhibiting at a trade show can be a significant investment for any business.

How good could my ROI be?

For many, the goal of a trade show isn’t about making money there and then. Instead the focus is often about the connections they make that will lead to more profit in the future.

However, as we stated previously, some estimates suggest that ROI is between 25 and 34%. This means that if you paid 拢4,000 to exhibit at a trade show, you could, minimally, according to the estimates, expect 拢5,000 back 鈥� a 拢1,000, or 25%, profit.

Although not a huge amount, the connections you make at a trade show could lead to incalculable profits for your business in the future, too. For many businesses, trade shows make perfect sense.

Tips to reduce trade show costs.

Cutting costs is a big part of business profits. The following are some of the ways you can mitigate what you spend at trade shows:听

• Trade shows outside of main cities 鈥� The larger, popular shows almost always take place in the big cities, and they are pretty expensive. Even though regional events will be smaller, they will be cheaper and will likely still attract your target audience.

• Share booths with other exhibitors 鈥� Although it may seem alien to do this, it makes sense when you think of compatible products and services to your own, that aren’t your direct competition. Sharing responsibilities of setting up and staffing the booth will also reduce the number of people you need on-site too.

• Make your move early 鈥� Being early essentially just means acting in advance. If you book your travel and hotels early, you can take advantage of the discounted price. For flights and railway tickets booked 2-3 months in advance, you can often save up to 60% on the standard price. The same practice applies to space, as well as just about anything else that has high supply and low demand. This situation changes adversely as time goes on, leading to heightened prices and higher costs the closer to the event you get.

Trade show exhibition costs conclusion

Hopefully, guide to costs associated with trade shows has been useful to you, but we can help you with any questions you might have regarding your exhibition requirements. Costs will very much depend on how much of an impression you are wanting to make on your potential customers and the amount of investment your company is willing to make to ensure that your marketing efforts at exhibitions are a success.