In the preparation for a fair participation this is what it is often about. How big is our booth? And that of the competitor? How Big are the monitors? And how much? How high can we build? How can we show everything? Often these questions are leading in a briefing for a stand design. While the actual question should be: How do we distinguish ourselves? What do we want to achieve? And what do we want the visitor to take home with us? By focusing on this, you come to a valuable briefing that forms the basis for a booth that is appealing, which makes an impression, communicates clearly and gives an overview to visitors. You’ll avoid hiding your most important message.  

Large stand not by definition more eXposure

Do you want to distinguish yourself? Should a stand then be large in size? Or can you also use less feet? This will save you more budget for branding and an activation tool, which makes your visitors really attract. And you stay longer “top of mind”. If you take this into a next choice for a stand size, then a larger stand size does not increase your eXposure.

When I look around on the fairs I visit, 75% of the booth presentations are similar, large or small sizes. As high as possible a logo, then a monitor(s) and then present everything you have to offer. Do you want to distinguish yourself and belong to the other 25% who get more attention? Then you can quickly belong to this group by concentrating on a few focal points, products and or services. This allows you to create more space for brand experience, communication and an activation tool. What a visitor will address earlier and invite to a conversation. And If you ask me, this makes if you have a ‘big’ or a ‘small’ one.

Higher not always better

Is a logo as high as possible in the hall necessary? Will this get you more traffic to the booth? Or can you handle this differently? Sometimes I get the question to place the company’s logo as high as possible in the hall. I understand the thoughts that the visitor will see or find you sooner. This also depends on whether you are the only one who has this plan. If you want the visitor to find you in the hall then I would organize this differently. If you are in preparation towards the fair participation you could, for example, use the footnote of each mail you’ll send.  Here you can clearly communicate on which fair you participate, in which Hall and what your stand number is. Then you do not need the logo high in the hall. (You can also put a link to the digital floor plan in the email or invites you send out) Of Course, your branding should be visible there is no doubt about it. But If you assume that an average aisle is about 9,8 feet wide. Then appealing branding/communication on a sight line of 6,5 to 11,5 feet height is most effective. Because This is the line of sight that is most seen and you don’t want to give the visitor ‘neck hernia’.

TIP: Check how high the neighbors build their booth. Especially If your stand is directly adjacent to that of the neighbors. Nothing as annoying as a great exhibition presentation having realized and then an ugly finished back wall of the neighbors rising above. The general rule from organizers is often: “When the standard height is transcend, this must be reported and approved by the Organization and adjoining exhibitors”. But always good to take the initiative here to avoid surprises.

If you are on a next fair, take a look around. I am wondering if you will then signal the same as me. Wish you a great deal of success with the preparations with the next fair participation.

Richard Boelens
eXpo eXpert