Is Bigger always the Way to Go? How to Really Stand Out at an Exhibition.
Generally we have, for centuries, tried to make everything bigger (and apparently better). From huge temples, churches, monuments and nowadays skyscrapers, everything seems to be increasing in size. And that goes for exhibition stands too. For example, HP at the drupa show in Dusseldorf have a brand space equivalent to a football pitch! You may not have the budget for that, but do you need it? Bigger doesn’t always mean better!
Obviously hiring a bigger space at an exhibition costs more. Your presence is increased, and you will come across as a ‘bigger player’ in your industry. It would be very easy to spend the majority of your budget on the space and the stand expenses, without putting much thought into how you will be attracting and converting footfall. A smaller booth means you can spend more on marketing campaigns, email, pre-show and at-show promotions. We’re not saying a small stand is always the way to go, but we’re here to weigh out the pros and cons, to help you make the most of your total investment.
The brands that have succeeded with large stands tend to consider the space not just a stand, but as hosting a brand experience. HP for instance hosted machines with a total weight equivalent to 65 elephants, which created a completely immersive experience as you walk around the space. However, the amount of space you need to fill is a definite challenge if you don’t have an endless budget. Bigger stands can look emptier- consider that a very busy 10′x20′ will appear more successful than a 20′x20′ booth with the same amount of people attending.
Bigger stands can seem overwhelming and impersonal, whilst smaller stands offer an intimacy that is essential in building quality business relationships. Private product demos, and a decent number of well trained staff can create a much more approachable and engaging stand, so whatever size of the space, this is essential. With a smaller amount of space, you know that only the essential and most interesting features/ displays will be on offer, whereas bigger stands often fill space with inane attractions, vaguely related or sometimes completely unrelated to the branding.
Creating the displays, banners and accessories for an exhibition stand can take a lot of time, thought and often budget. Yes, bigger displays can have a lot of impact, but smaller stands don’t necessarily make less of an impression. With less space to cover, each display can be completely targeted to your audience, so you know that you are making the most of your space. With less space to fill, more budget can go towards creating graphics tailored specifically to your sector.
The main thing to consider about hiring a big space at an exhibition, is everything else has to be the biggest and the best too. Crowds expect a lot from the largest of the displays, and if you don’t meet their expectations then your leads will be significantly decreased. If you think that you can immerse the visitors into a brand experience, using engaging presentations, technology and entertainment, then go for it. If your engagement tends to be more intimate and personal, a small stand may be the best way to attract leads.
SD Displays are experienced in creating stands of all sizes, and supply and hire out furniture, accessories and more. For a bespoke display tailored to your business, call 01628 673 864 or drop us an email on sales@sd-displays.co.uk.
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