Planning a trade fair stand: three days of presence, a year of effect

A trade fair stand is expensive, short and loud. It is still worth it if three things are clarified beforehand: what you want to achieve, whom you want to meet and what happens afterwards.

How do you plan a trade fair stand?

In five steps: define the goal and target group, book the floor space, develop the concept and design, produce the components, prints and technology, and prepare the build and the follow-up. Allow three to four months for this. The most important decision comes first: what should have been achieved after the fair, how many conversations, contacts or orders?

From five metres the message has to land

Visitors walk past a stand in two seconds. In that time they have to recognise who is standing here and for what. That means: one sentence, large, at eye level. Everything else belongs on the table, not on the wall.

Light is half the battle

Exhibition halls are evenly lit in grey. A stand that brings its own light immediately looks more high-end. We always plan light: spots on the wall rather than into the space, warm temperature for lounge areas, cooler for products.

Think digital and print together

A screen shows movement and explains processes. Print stays with the visitor. Both together work; one alone rarely does. What has proved itself: a loop without sound on the screen, plus a single printed piece that people take with them and do not throw away.

After the fair the work begins

The most common mistake is the contact sheet that sits around for two weeks after the fair. Anyone who follows up within 48 hours has already amortised the presence. That is why we prepare the follow-up with clients before the build, including finished reply e-mails and quote templates.

Rent a stand or use your own elements?

If you exhibit once or twice a year, you will often rent a modular stand from a stand builder, including set-up and dismantling. If you attend fairs more often, your own elements pay off: walls, roll-ups, counter and screens that are reused at every show and simply reprinted or given new content. Both approaches can be combined, for example a rented stand with your own prints and screens. We work regularly with stand builders and supply design, print and technology for both options. We also rent out screens, totems, touch displays and LED walls by the day or week.

What video technology does a trade fair stand need?

Often one large screen at or above eye level, readable from five metres, is enough. A digital signage totem at the edge of the stand or an LED wall as the back wall draws more attention from the aisle. Content runs as a silent loop, short and in large type, because nobody listens in the noise of a fair. For conversations on the stand, add a second screen that a laptop can connect to wirelessly. Order power and network from the organiser in good time, otherwise even the best screen stays dark.

How far in advance should you plan a trade fair stand?

Further than you think: a trade fair stand does not come together in two weeks. Three to four months are realistic: book the floor space and receive the plan, concept and design, approval, production of components and prints, logistics, build. Anyone who needs technology, meaning screens, sound or light, should not forget registration with the fair organiser, which often has its own deadlines.

How much does a trade fair stand cost?

That depends on the floor space, the type of construction and the technology. A system stand with printed walls, counter, lighting and screen is the economical basis for a 3x3 area, reusable for several fairs. A custom-built stand costs a multiple and pays off if it is used three or four times.

Do not forget: stand rental, power, cleaning, hosts, expenses and overnight stays. The build is often only a third of the total cost.

After the fair: the components live on

We plan stands so that elements can be reused in your own business afterwards: wall modules as room dividers in the showroom, screens as reception displays, counters for internal events. That changes the calculation considerably and prevents three pallets of material gathering dust in the warehouse.