Guide2Events #2: Stand Space – Positioning, Size and Shape

Having identified the trade show that is frequented by your ideal customers, the next step is to decide the stand space. Which hall, position, shape and size. They all make a difference.

Stand space issues

Visibility, traffic, costs and suitability are all dependent upon the space you choose. Are you on a well-frequented aisle? Is it the right hall? Is the shape suitable for your signage, demos, samples and message? Can you afford what you need? All these and more questions need to be asked if the trade show is going to be effectively used.

Halls can be themed

Even with smaller trade shows, in Germany the halls and areas within are often broken into themes. Having identified the show to be significant for your market, you will need to determine which hall or place is appropriate. This can sometimes be a challenge. A company that has several arms to its business may find itself split between halls as the trade show has decided to separate them. Nevertheless, the important point is the conscious decision making to target a particular group of visitors in the appropriate place.

Many years ago a nameless massive company decided their attendance at the “show of the year” by committee. So many opinions on why and how, and as many on why not, made for very slow decision making. The result was, when it was finally decided that attendance was inevitable, all the suitable spaces in the hall were all gone. You should avoid this.

Placement means visibility

Over the years we have seen many trade show grounds and their designs and structures are almost always unique. What is, however, not unique is that some thoroughfares are more important than others. Finding the important, frequented walkways and main collecting points for visitors makes a difference in visibility.

Some things to look for in stand space selection include: spaces directly at the hall entrance when coming from the show’s main entrance, the main walkways through one hall to the next, the areas adjacent to catering or rest areas, or the areas near presentations or seminars.

Mapping these criteria and selecting based upon probable visitor behaviour can increase the benefit significantly.

Shape can influence suitability

Triangular, letter box or open square stand spaces all have benefits and burdens. The shape you choose needs to be suitable for the task. A large physical product to demo needs space and prominence, especially if visitors should see it from all sides. If signage, messaging or desk space is more suitable then large wall surfaces are more valuable.

Before choosing any trade show or venue, a company should look at their content and message. Deciding the optimal shape, number of walls and approximate layout independently makes the result more visitor-oriented. In doing this the pressure of making something “fit” a show is removed and the visitors are served.

Size is money

More often than not the surface area of a stand has a direct relationship to the price. However, bigger is not always better. Large stands are often more impressive, but only when the number of staff are sufficient and the signage and space feels used. Stands that have a low density of use are more like a barren desert. Neither appealing nor lively.

So choosing wisely does not simply mean get the biggest one can afford to rent. Staffing, demonstrations, signage and furniture can make or break a given choice.

Time, timing, early

The one thing that is important with all the decision making is time. Leave a choice too long and the choice is often made for you.

German trade shows are notorious for being booked well in advance. The best places being reserved at the event the year before. Getting noticed at a show and getting the best from your investment lies with good planning and early commitment. Penalties for services booked late are not uncommon.  Often dithering and “decision making” incurs higher costs than they could ever have saved.

It makes good commercial and financial sense to either get engaged and analyse the event and competition in good time, or engage a good agency that can do that for you. Giving a German trade show “a try with what is available” is just not going to provide best results, nor does it provide a good basis for judgement.