Avoid common exhibition stall planning mistakes that cost time
A poorly planned exhibition stall can quietly drain your marketing budget without delivering results. Here are the most common mistakes exhibitors make — and how to avoid them.
1. Leaving It Too Late
Most exhibitors start working out their stall designs only about 2-3 weeks before the event. That gives very little time to get all approvals in place and reduces the options of materials they have to work with. The earlier one starts planning, the better results one gets.
2. Forgetting About Visitors
Even the most beautiful stall can turn out to be inefficient if its design hinders the natural way people come and go. The way one designs the entry points and walk-throughs should always depend on how people will walk around.
3. Filling up the Stall
Filling the stall with a huge number of goods, banners or furniture items means creating an overcrowded and chaotic space. People are attracted by free spaces.
4. Poor Branding Visibility
When the logo or the critical messages on the signage are not readable from a distance, you miss out on visitors who will be surveying the entire hall to decide which stall they should visit next.
5. Not Preparing a 3D Design Preview
Design approval without a 3D visualization of the design could turn out to be very risky because things may look totally different when converted from 2D sketch into 3D design.
6. Poor Calculation of Design Approval Time
Internal approvals by marketing, leadership, compliance, etc., teams can take longer than expected, and therefore there should be some contingency time in your schedule for delays in designing the exhibit.
7. Poor Briefing of Stall Staff
The stall may be professionally designed; however, the performance of the stall staff may cause a lot of problems if they are not prepared to explain anything about the brand or its products.
8. Cost Cutting
Going after low-cost vendors without looking at the quality of their work or their capability of completing the project on time can cost more in missed sales opportunities than saved money.
If you want to have an excellent exhibition stall, avoid all of these
