Does size matter? The age old question

When it comes to exhibition stands, does size matter?

While 'bigger the better' is often the approach many exhibitors take, is there something in having a slightly smaller space and spending the money in other areas instead?

Over the years potential clients have come to us with a less than healthy budget for their extensive wish list, as a large proportion has already been allocated on the cost of the space.

It is important when going into a project with a client to determine their top priorities, what they absolutely need, what they would like and what could potentially adapt if it comes down to it. Additionally, and most crucially, what they can afford. How they plan to use the space, how much storage, meeting areas, demo areas, casual or formal seating, catering, give aways, any marketing draws, branding tools the list goes on, are all key questions to kickstart a project, but also 'what is your budget' and 'how do you wish to allocate this budget to which areas'. How important is each of these things and what is the main thing you are trying to accomplish when the show is in full swing.

Custom items like reception counters or demos and more boutique style rental furniture is of course going to look better than standard 1x1m rental cupboards and run of the mill stools/ bar tables you can see on the budget, organiser package stands. But equally these elements come at a cost. The same goes for items such as graphics.

Designing the stand with every square inch in mind is so paramount, so that whatever size, each inch can be used to its biggest potential. Some of our smallest stands have packed a real punch aesthetically, whilst still incorporating the main required items on the wish list. Small details are important, it could be a neon sight, well placed LEDS, bold seamless graphics or one custom made stand out feature that makes all the difference. Elements such as these, give the idea to customers of a more premium finish.

So let's break it down...

When a bigger stand could be more beneficial:

• brand awareness

• authority / leadership in the field

• larger crowds able to form in your space

• more option for internal spaces / sectioned off immersive experiences or live demos that require an audience

when a smaller stand could be more beneficial:

• more money to spend on the finer details, such as graphics, more upmarket furniture and good lighting

• more targeted engagement, more quality conversations

• good for start ups and new market areas

When it's not all about size at all:

• location, where you are in the hall is incredibly important. you could be a much smaller stand nearer the hall entrance than a bigger stand near the back in a more remote corner

• dont forget to look up, a hanging banner or building to the maximum height in the venue will give you more presence. coming into a hall, often the first most notable pull to the eye will be bold suspended branding

• lighting! a lot can be achieved with good lighting, a dark stand is not an inviting one

• clear, unlcuttered space, and being able to have a flow of traffic through your space.

Whilst having a large stand is great for presence within the hall, if the stand itself is lacking design and feels uninviting, how important is having that large floorspace? Yes, you can fit more people on your stand, but arguably a well-designed, minimalist, and brightly lit more compact stand can appear more professional than a large, cluttered one. Also location, think about the flow of traffic, and how visible you are to footfall. A spacious stand at the back of the hall that looks empty isn't overly appealing either.

In conclusion, if you have the budget to fill a large space with high-quality, engaging elements, bigger can be better for brand presence, go for it! However, if you are looking for high ROI, focused leads, and cost-efficiency, a smaller, smartly designed stand is usually superior. A conversation with one of our friendly team can help you decide just how to scale up, or down your next exhibition!