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1st December, 2022
Exhibiting at a trade fair is your chance to impress people who might know a little bit about you, or to introduce yourself to the completely unaware.
The trick is to make your stand attract visitors, but not to look like you’re trying too hard – a little self-confidence in your brand and your people can go a long way. But where on earth do you start when you’re planning a stand? It’s not easy to overcome that writer’s block that will inevitably grip you.
That’s why we’re sharing 30 ideas to make your exhibition stand out. Whether you use them as starting points or as complete ideas is up to you, and you can of course mix and match the best bits from the list. But paying attention to the details can really get your creative juices flowing and help you get that stand that makes visitors, and hopefully new customers, beat a path to your door.
With exhibition stands, going green can be taken literally or figuratively. In the literal sense, green is a colour associated with calmness, nature and warmth, so having green decor is conducive to creating an inviting, positive space.
That can mean green panels and furniture, but it can also be in the form of foliage – having pot plants, hanging baskets, shrubs and climbing plants can work wonders, and it breaks down hard edges. Green also means environmentally conscious, and you can make a point of showing your green credentials in the way you use materials for your stand and in your choice of lighting and other energy-consuming things.
Minimalism isn’t exactly a new concept, but it always looks fresh and modern. It’s like the difference between a high fashion store, where there aren’t many products, and a supermarket, where the range can be overwhelming.
Keeping clutter down to zero puts you in the former category. You’re reassuringly competent, with no need for gimmicks to draw attention, just the quality of your products and the strength of your story. Obviously you don’t just want an empty space – people need to know something about you before they commit to stepping in – but just a few items and minimal furniture can really look great.
Like green, wooden finishes also have a more homely, naturalistic look that will make you stand out in a room full of chrome and plastic. It’s amazing how much you can shine just by having some of this traditional style furnishing in your stand. Wood is perfect for tabletops and chairs, but you can extend it to the frame and walls, too – even if it’s just a printed finish (nobody’s going to inspect it that closely).
There’s always a temptation to fill your exhibition stand with a few physical objects, some promotional paperwork and your staff, and for sure, in many cases that is just right. But do feel free to explore some sort of interactivity, whether it’s touchscreen tablets, moving models, working samples of your product or the full 3D immersive VR headset experience with surround sound.
People simply react better to moving things and things they can play with, so you’ve broken down a barrier and for a minute at least, you have a captive audience with whom you can make the first introductory steps.
Never forget the fact that lights can save you a lot of trouble when it comes to setting up a stand, just because of the versatility they bring. Spotlights on the products are an obvious focal point, and you can use more subdued lighting to create a calmer corner where you can have conversations with guests.
Light can also paint the walls and tables with colour, so you can keep the panels simple white or grey and use positional lighting to bring whatever colour mood you want to proceedings. It also means you can make good a situation where the lighting in the venue isn’t quite as bright as you had hoped.
Ultimately, delegates are here to find out about what you do and to buy your products. And every business relationship starts with a conversation. That’s why you can simply have a stand that’s designed around people.
Whether they’re smart and businesslike or wearing matching printed hoodies, you can let the staff be the display. If they’re friendly people and good talkers, do you really need anything else? Sometimes it works.
Including working models or examples of your products is worth a hundred photos and videos. If you can realistically demonstrate your products and they won’t be too noisy or intrusive to kick up a fuss, give it a whirl. You couldn’t imagine a tech exhibition where the products aren’t being demonstrated, but for some industries, a demo might not seem all that intuitive, or even possible. Have a think about creative ways in which you could demonstrate the USPs of what you have on offer, and give your demos or models pride of place.
You’ve got the light sorted, but what about satisfying other senses? Sound can be just as effective as visuals for people wandering close to your stand. Whether it’s music, ambient sounds, sounds of nature or the sound of your product in action, it floods the senses and makes everything that little bit more real.
Clearly you don’t want to disturb neighbouring stands, so keep it relatively low (it’ll help you speak and listen too), but there is also sound beam technology that focuses sounds into a small area, which is perfect for stands. There’s no harm in bringing in a few scented candles, incense sticks or such like in some scenarios. It might not work in all sectors, but in health and beauty, travel, gardening or such like, why not add a little olfactory flavour?
If the exhibition hall allows, why limit your stand’s height to just above the head? Building up can draw attention from afar, especially if you have a striking feature four or five metres in the air.
But even up close, a stand that has some height simply looks more impressive and imposing compared to the ones next door. You can step it up by having two floors if possible too. An upstairs is a great place to serve coffee and have a private chat with a potential client. It also gives a view of what’s going on around the hall, which can be something of a draw.
Having free samples is pretty normal in an exhibition for consumer goods, but if you’re showing things that can’t be carried or just aren’t appropriate as gifts, you can still have things to give away. It could be the classic pens, sweets and goodie bags, or something a little more imaginative that’ll serve a purpose. Something delegates can take home to their kids or something for the kitchen, for example, can be a nice touch, and they’ll be reminded of you each time they see it.
Similarly, you can invite people to win a more substantial prize by having a raffle or some sort of instant win game on your stand. It’s a good way of grabbing people who might not otherwise have walked in, and who knows, they might end up being unexpectedly interested in your offering. Once the prize has been won, you’ve got a nice bit of PR for social media.
It can be really impressive if you can somehow bring a large object with you, even if you have to build the stand around it. Whether it’s a jet engine, a home extension or an off-road vehicle, it just looks like you’ve gone the extra mile to show off your wares, and when people can get up close and inspect it, it is much more effective than models and diagrams.
In certain contexts, you can make a point of repurposing well known objects and building some or all of your stand from them. It could be something like pallets or the side of a shipping container – anything that clearly had a life before you repurposed it can make you look resourceful, efficient and imaginative, as long as it looks the part.
If your product is experiential, try and give people the full feeling of using it. Cosmetics and foods are easy, but what if your sector is a little more abstract, or something for the outdoors? If there’s a way you can simulate the act of using it, give it a try.
For example, you can show off your amazing waterproof coat by installing a shower and inviting people to stand under it (preferably wearing the coat). It can be fun and can make for plenty of photo ops, so if you can think of a way of truly demonstrating your product in “the real world”, go for it.
Have you noticed how most exhibition stands are somewhat angular and blocky? One simple way to make yours stand out is to introduce curves, unusual angles and textures. It makes the stand look more interesting for starters, but you can really go to town and create something in a shape that’s appropriate to the things you’re selling, and invite people to step inside.
One way of making potential clients feel welcome is by treating them hospitably, and that can be as simple as providing comfy chairs. Getting them comfortable can have other benefits too – a relaxed person tends to stick around longer, so you can get more communication done, and they’ll probably be more open to ideas and suggestions if they’re in a more contemplative space. With a hot drink and a snack, you never know where a conversation is going to end up for your business.
All exhibition stands come with a floor (and if yours doesn’t, check the small print), but you don’t have to just accept the floor that comes with the space. You can choose to lay a carpet, for example, which might work perfectly in the domestic sector, and it also helps deaden sound and make the stand more comfortable underfoot. But you can also go for a full printed floor, with branding or patterns, messages, direction arrows or some imagery that’s appropriate to your business or your products, such as a sand effect if you’re in the travel industry.
Your stand is an extension of your brand, and don’t forget it. It’s particularly important if you have a recognisable brand, whether that’s household name fame or a high repute in your industry. Visitors need to know it’s you, and going too abstract in your stand at the expense of that essential branding can leave people confused about who you are.
You might be able to choose a simple area right in the middle of the auditorium, but it’s not always the case – sometimes you’ll be allocated a corner or somewhere with a low ceiling, for example. It’s important to know in advance exactly what the limitations of the space are, but why not turn those limitations into advantages? You can use walls and ceilings to hang things from, and if you’re in a space with odd angles, why not try and make a feature of it? Again, it shows you’re a resourceful, can-do outfit, which is exactly who people like to do business with.
It’s all about the people, and although it’s not a design feature per se, it can’t be overstated how important it is to send your best people, not just those who were available at the time. Sales staff are often great as they know the products and services pretty well, but if you’re in a technical sector, including some engineers, scientists, developers, legal experts or whoever is appropriate can answer guests’ queries there and then, and also show your business to be knowledgeable and credible.
Incorporating augmented reality into your exhibition stand makes for a captivating interactive experience, which goes straight into visitors’ memory banks. It offers a real opportunity to bring your products and services to life, free of the physical space.
For example, visitors can use AR to take virtual tours, examine complex machines or even immerse themselves in brand stories. After all, if a picture can speak a thousand words, a fully immersive four-dimensional experience is like giving guests an encyclopaedia.
Just make sure you provide intuitive access to this technology, whether through tablets provided on-site or an app that visitors can use on their own devices. The fewer hurdles you put up before the customer, the better.
Choosing a distinctive theme for your stand is another way to make your brand unforgettable. A well-executed theme should fit seamlessly with your marketing message, whatever genre or mood you choose to identify with.
Every aspect, from colour schemes and décor to the attire of your team, should reflect this theme to create a cohesive and immersive experience. Having that unifying theme covering your stand, your website and your product marketing enhances your brand recognition and recollection, which is gold dust in a busy conference hall.
Why not design your stand with dedicated zones specifically for interaction and engagement? These hubs can include workshops, where visitors can learn more about your offerings, or breakout sessions for in-depth discussions.
By encouraging educational and collaborative activities, you build a dynamic environment that encourages visitors to actively participate rather than just passively observing. And that can foster stronger connections between brand and customer, as they’ll hopefully perceive your company as approachable and knowledgeable, willing to share insights openly.
A sustainability showcase takes “going green” (see above) to the next level by embedding your environmental credentials into the fabric of your stand. Using recycled, upcycled or sustainably sourced materials demonstrates your commitment to eco-friendliness.
Businesses are increasingly concerned with being demonstrably sustainable, and like to be seen to be carrying that ethos through to their supply chain, too. By clearly explaining how each element supports the environment, you’ll be driving home your reputation as a forward-thinking and responsible company to do business with.
Transform parts of your stand into collaborative spaces where visitors can engage in interactive sessions with your team, or even with each other. Provide tools like whiteboards, interactive tablets or large touch screens let you run entertaining brainstorming and ideation sessions.
This format is especially effective for the B2B sector, where clients are often seeking consultation services. Positioning your brand as one that treats knowledge sharing as an important factor cements your image as a thought leader in your field. This can work wonders in creative, engineering or technology engagements.
Beautifully designed motion graphics and projection mapping can deliver compelling visual content that brings your stand to life. Projections turn plain surfaces into canvases for storytelling, brand messaging or demonstrating products in a highly visual and engaging way. Incorporating motion can actually draw attention from across the exhibition hall, standing out in a sea of static images or plain walls. The visuals should be directly relevant to your brand and be content-rich, however. Be influenced by the message, not the medium.
These forms of multimedia reflect your dedication to innovation and can cater to a tech-savvy audience intrigued by your stand. These displays are still surprisingly rare, despite being established technologies, so there’s a real chance to differentiate yourself.
A digital wall showcasing live social media interactions or user-generated content can become a focal point of your stand. Encouraging visitors to engage with your hashtag means they’re not only engaging with your brand, but are also extending that engagement into their social networks, which benefits both parties.
Visitors seeing their own contributions scrolling down the wall in real-time can provide a sense of involvement, with replies and interactions giving those mini endorphin rushes that everyone craves. Meanwhile, your brand benefits from increased visibility and engagement on their social platforms, letting attendees amplify your presence beyond the walls of the venue.
Surveys and quizzes can engage visitors while simultaneously gathering valuable insights from them. Tablet stations or interactive kiosks can offer a choice of fun, informative questionnaires. This doesn’t just farm data on visitor preferences and opinions; it also educates them about your offerings in the process. Adding an element of gamification, like small rewards for completion, can enhance interaction levels even further.
Offering hands-on workshops is a practical way to engage visitors. By teaching attendees how to use your products, you create a memorable, tactile experience. If your product is more complex than it is intuitive, this can be a great strategy as it allows visitors to get to grips with it and bounce questions and answers back and to.
It can even help you to work on strategies that help you to make your products easier to use, as you’re watching users pick them up for the first time and observing how they cope. Preparation is key here. Ensure your stand is staffed by experts in the product, whether that’s sales staff, designers or users.
Have you considered collaborating with artists or designers for an in-stand art installation? It can create a striking centrepiece that draws attention from across the exhibition floor. It also makes you look creative and dynamic, a fully functioning part of the creative community.
This is a great way to engage with local colleges and universities, or other types of art collectives, which can bring other long-term benefits. Make sure there’s something in it for the artist, however, be it direct payment or some other perks. Giving the chance for artists to show their work for nothing but “exposure” can backfire, impacting negatively on your brand.
Need more inspiration? Take a look at the rest of our blog, where we share our thoughts on the world of exhibition stands, and check out our portfolio to see some real-life examples.
