They say it’s all about location, and this is definitely true at an exhibition. The location of your stand not only affects its visibility to passing trade but also influences how you engage with visitors. One of the best ways to ensure success is to find the best position for your stand.
Understanding Traffic Flow and Visibility
High-traffic areas
You may think that positioning your stand in a busy, high-traffic thoroughfare (typically near entrances, major pathways, or central hubs) will give you the best bang for your buck, but this isn’t necessarily the case. Yes, this prime position will ensure you’ll have a steady stream of visitors, and your stand will likely attract attention. However, the disadvantage is that it will also have trouble standing out from the competition. Also, a stand in a high-traffic area can also lead to visitor fatigue, where people may quickly pass by without engaging deeply.
So how do you capitalise on visibility? By making your design as bold and captivating as possible. Vibrant graphics with eye-catching signage and tall structures that attract the eye and can be seen from a distance will ensure your stand is not swallowed up by the competition. And, to ensure visitors stop to engage, create an inviting space that encourages interaction. Take a look at some of our recent projects to find out how you can stand out in the crowd.
Corner stands
The best thing about a stand on a corner is that you can engage with traffic from two directions. This unique advantage can enhance your stand’s visibility and accessibility, making your stand more approachable.
Maximise this opportunity by having a stand with an inviting and open design that encourages visitors to explore the stand from both sides. The challenge with corner stands is ensuring the space doesn’t feel cluttered or disjointed. Key elements, such as entrance points, displays, and seating areas should be strategic placed to make the most of the dual frontage without overwhelming visitors.
Nearby competitors
You may balk at the idea of being positioned near your competitors and yes, it can be a challenge because it places your brand in direct comparison with others. But it can also be an opportunity because it allows you to differentiate yourself. What do you do differently to your competitors? Focus on what sets you apart and use innovative design elements and compelling demonstrations to draw attention away from competitors by offering something unique and engaging that your target audience will understand and appreciate. Can you incorporate interactive displays, live product demos, or unique branding techniques highlighting your value proposition?
Optimising your space
Small stands
If you have a smaller exhibition stand you’ll have to work harder to stand out from the crowd so every inch of space matters. You might have limited square footage but that doesn’t mean you cannot optimise the availablevertical space, with tall displays that draw the eye upward, making your stand appear above the tops of the others in your surrounding area. Then you can be clever with the furniture options, using seating with in-built storage options or convertible display units to help make the most of limited space. Lighting can play a part too, so capitalise on the fact that creating a bright, inviting atmosphere attracts visitors. You may be small but that doesn’t mean your message has to be – your branding and messaging should be large and clear, so your visitors know what you have to offer.
Large stands
When you have a large space, you have more room to incorporate different elements within the confines of your stand. You can have product demonstrations, interactive zones, and comfortable meeting areas all in one space. You can create immersive experiences that draw visitors in. But it’s not all plain sailing with a large stand. Your challenge will be ensuring your cohesive design is easy to navigate and keeps visitors engaged. For this to work, a well-planned layout is crucial. Ensure your visitors can follow a natural flow and explore different sections without overwhelming the space with just one element. You want to maximise engagementand maintain their interest throughout their visit.
Budget and logistics
Prime location vs. cost
Prime locations within an exhibition, such as those in high-traffic areas or near major attractions, may be coveted positions but there are downsides. One of these downsides is that it takes more creative and financial wizardry to stand out in the crowd. Another downside is that these prime spots often cost more. So weigh the potential return on investment (ROI) against your budget constraints. Perhaps you need to be in a less central location with a creatively designed stand to capture the attention of your target audience. Could your funds be better invested in the design and marketing of your stand?
Logistics
The location of your stand within the exhibition space can significantly impact logistics. Stands in high-traffic areas may have limited access during set-up times, requiring careful planning to ensure that your set-up team is not getting in the way of other set-up teams. Due to location, there may also be other set-up or dismantling challenges. Ensure your stand design is practical for the allocated space and can be assembled and disassembled within the event’s time constraints to avoid costly delays or complications.
Don’t just build your exhibition stand and hope it all goes smoothly on the day – careful planning helps to ensure a more successful exhibition for your business. Whether you plan to exhibit in a high-traffic area, a corner stand, or a location near competitors, design decisions tailored to your stand’s position can make a difference. By understanding traffic flow dynamics, maximising the space available, and carefully considering budget and logistics, you can create an exhibition stand that attracts attention and delivers a memorable experience for your business and your visitors.