David Kelley highlights some of the key challenges that exhibitors face when considering stand design
Whether you go for a one-off, reusable, bespoke or modular stand, will depend on several factors. Consider the number of exhibitions it will be used for; the geographical spread of the exhibitions, as well as the range of stand sizes that are required. Modular stands lend themselves to an intensive, but relatively small exhibition programme, whether UK-based or global, while a reusable purpose-built stand might be suitable for larger presences with a limited geographical spread.
Remember that a brand’s message and products will change over time, so make sure any extended-life stand is designed to be flexible. Generally stands with extended lives cost more up front, but if they are well designed they should cost less to install and then dismantle.
To get a maximum return on investment the trick is to plan early. Research the exhibition thoroughly, setting clear and measurable objectives. Promote participation through all available channels - via website, invitations, direct mail, etc – and hire a reputable exhibition designer.
Measuring the worth of exhibiting can be difficult, but it is essential. Some of the benefits of exhibiting are more measurable than others - for example the number of leads generated is easily quantifiable, but brand awareness objectives are much harder to measure. Many exhibitors undertake specialist market research after an exhibition.
In an international market, happenings beyond the control of organisers and exhibitors will continue to have a significant impact on exhibitions. For example the SARS crisis and Avian flu outbreaks led to the postponement and cancellation of numerous exhibitions in the Far East. However, in the period after a disaster or setback, whether man-made or otherwise, opportunities often arise for exhibitions.