Be aware of the pros and contras of each stand type

Do you prefer a row stand, corner stand, head stand or island stand? This is something you’ll be asked almost immediately after registering your company’s participation. Here is an overview of several types of stands and their specificities:

The row stand (wall stand): You’ll be one of many stands placed in a row. These are often smaller stands (but not necessarily so) with a limited depth. Keep in mind that passers-by will only take a quick glance at your stand when walking past all the adjoining ‘market stalls’; you’ll have to take advantage of that quick glance, so make sure that your stand clearly communicates what it is your company does. Your stand staff members will have to be stationed in the aisle to be effective.

Corner stand: This kind of stand is located at the end of a row and has two open sides. It is more noticeable than a row stand and also offers greater lay-out/design possibilities.

Head stand: This stand is located at the end of two rows. It is accessible from three sides and is, therefore, very visible. The surface area is quite variable and so you don’t need to use up as many square metres as you would for an island stand.

Island stand: This stand type is accessible on four sides and is, therefore, delineated by aisles on all sides. Typically, these are the largest and most eye-catching stands at an exhibition. This type of stand lets you shout out loud that you are an A-brand and/or a market leader. Be mindful of the fact that you will be visible from all angles and that the large surface area could work against you.

Multi-storey stand: This stand – usually an island stand –has an additional top floor. This exudes status and increases the VIP-value for the guests who are invited upstairs. It will enable you to offer your business relations and good prospects a nice get-away moment. The top floor is typically destined for a hospitality function, but can also be used as a presentation area.

Walk-though stand: In reality, this is a row stand with a missing back wall. Visitors can see/come in from two sides, which entails a greater level of attentiveness on behalf of the staff. The wall surface area is quite limited and so you will not have a lot of options for hanging up communication materials. The stand is often located in a corridor between two main exhibition halls and, therefore, runs the risk of being used as a throughway. This uncommon stand type calls for a highly original stand concept.