Exhibiting at a trade show or exhibition can be great for generating new business, but it is a large investment in time and money, so you must make the most of it. 

When it comes to preparing for an exhibition, there are so many things to think about and budget restrictions to adhere to.

My initial reaction was ‘if they are suggesting we buy it we must need it!’

This is not the case at all, however, so let’s consider each area step by step:

First of all you will no doubt have a budget in mind - keep to it, it is very easy to overspend with things you think you many need.

Work with the exhibition organisers to get the best space you can, one where there will be plenty of traffic flow in the direction of, or passing by your stand. Ask them for their suggestions and look at the floor plan which should be available to you.

Identify what you get for your money. Get a clear picture of everything that is included in the package.

Sockets and connections 

In many instances, carpeting, lighting and signage will be included. We made the mistake of ordering additional lighting for an exhibition. We could have saved the money because the lighting included in the price was ample. It was so bright, we were all close to wearing sun glasses.

The lighting supplied in the pack price will probably be directional spot lights. I would only suggest that you purchase additional spots if this is not the case and you needed to really highlight something on your stand or illuminate dark areas created by the props you would be taking.

Will you need electric sockets or telephone connections to operate equipment on your stand? Find out how many will be supplied within the pack price and work out how many you need.

Be aware that health and safety plays a huge part at exhibitions and you will no doubt have to provide a risk assessment.

Ask for sockets to be positioned so that you will not have to rely on extension leads which could prove hazardous. Do you need Internet access and, if so, would a mobile facility suffice?

Name board 

The name board on the front of your stand. Take advantage of this - make sure the exhibition company has the correct spelling of your company name so visitors can locate you.

Walls and ceilings and floors - it depends on your display design. If you do not need to hang anything from a ceiling point do not select one, visitors will not be looking up.

Shelving for walls could be an asset if you have small items to display or want to store stock, catalogues or samples, however, make sure they offer enough support.

Carpets may generally be supplied. When you are offered the opportunity to purchase alternative carpeting perhaps to match your brand, consider if it really is worth it. It could be an unnecessary cost.

We very nearly opted for a carpet to match our branding and were pleased we did not when we got there. It would have looked odd against the rest of the flooring in the hall and made us stand out for the wrong reasons.

Buy or rent? 

If you have leaflets I would suggest you either borrow or buy a leaflet dispenser.

Make sure it is prominently displayed and easily accessible. Worst case scenario if you do not get to speak to a visitor is that they can select your brochure or leaflets for themselves and contact you later if they need your services.

In respect of whether to buy or rent furniture and fixtures, it is dependent on your own circumstances.

A huge consideration to help you make that decision could be how you will transport the items to and from the exhibition. How will you store it afterwards? Can you offset the cost of purchasing items at future shows and exhibitions - or even in the office?

At a recent exhibition we decided to buy. We already had the need to hire a van for display boards, so we had the transport required. Secondly we have sufficient storage space here.

Finally the cost to purchase (from Argos) was comparable to renting. We knew we would be able to use the items again and spread the cost.

Just remember if its ‘flat pack’, to take your screw drivers and allow yourself plenty of time to assemble it.

Storage 

Also think about storing the packaging until the exhibition is over. You will need to repackage the items to prevent damage; can you keep it in the van perhaps? 

Something many forget is storage of brochures, samples, branded free gifts, and simple things like handbags. If you can incorporate a lockable cupboard on your stand it will be invaluable to you.

We managed to hide ours behind a display board. A cupboard is tidier and safer than boxes and piles of stock.

If you are taking branded items think about ordering those which will be easier to transport and store on the stand. A box of 20 branded mugs will take the storage same space as about 1000 branded key rings, USBs or pens.

During your planning stages, I would suggest you find an open space where you can layout the floor space you have available. You can then map out to scale where everything will go.

It is a task well worth completing because believe me when you get there, the stand never seems as big as you thought it was going to be.

Finally - from experience, ladies - take a change of shoes and some foot cooling spray, you will be glad you did.

Christine Knott is managing director of Beyond The Box, a provider of field marketing, training and promotional services.

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