Choosing The Right Position For Your Exhibition Stand

By Jack Alans

The most stunning, innovative and spectacular exhibition stand in the world will not be effective unless visitors actually get to see it. While many companies invest significant amounts of time and money into producing an eye-catching display, they often overlook the importance of choosing the right location in the first place.

Experienced exhibition stand contractors won't just design and build your display, they will also be able to advise you on exactly where it should be situated within the venue in order to attract the maximum amount of traffic.

Newcomers to the world of exhibitions are often tempted to secure a stand close to the entrance on the basis that this is a prime spot, but studies show that a significant number of visitors do not engage with the exhibition until they are much further inside the venue.

While it is usually beneficial to be positioned along one of the main aisles of an exhibition, choosing a location close to a refreshment stand, seating area or even the toilets can lead to additional visitors, as these are places where crowds tend to congregate and some people use such landmarks as meeting points.

Corners and intersections can also be a great spot as this brings traffic from multiple directions and visitors tend to pause as they work out which way to turn, giving your staff the opportunity to engage with them. Corner stands also create a great sense of space which can make them far more welcoming than smaller, overcrowded stands that make guests feel as though they are entering a cave.

Some small exhibitors get concerned if they find themselves next to a major company as they worry they will be overlooked, but this sort of position can actually be an advantage. Being in a high traffic area will increase your visibility and if the neighboring stand becomes crowded, visitors are likely to browse through your exhibit while they are waiting.

If you are still concerned about being dwarfed by a large neighboring stand, a professional designer can provide you with plenty of tips and tricks that will make your own display stand out, even if it is far smaller. This could involve extra artwork or the addition of a feature piece or even a small hospitality section. You can also try having more staff on hand to make the most of the passing footfall by approaching people to get them interested in your product.

Equally important as the placing of the stand within the exhibition is the position of the elements within your stand itself. Make sure that people can move around to view the graphics and products without have to dodge around equipment and furniture. If you have a particularly large stand, break it down into smaller elements to make it easier to control and ensure you have plenty of staff around throughout the entire day to answer any questions and provide further information.

Ideally, you want to retain an element of flexibility so that you can adapt easily if you suddenly attract a large crowd. Good exhibition stand design can ensure that your spot still looks inviting even if it is mostly empty.

The Amazing Exhibitionists are exhibition stand contractors with over 35 years of experience within the industry including the conceptualisation, design, construction, management and transportation of exhibition stands. For more information on them or their services