Exhibition Stands: Put on a Show

If there is one sector that has bounced back well from the pandemic, it is the exhibition and events market. Despite having been hit particularly hard during the dark days of 2020, with shows around the world being cancelled, exhibitions have returned and are as busy as ever, with those working in this market benefitting.

With exhibition stand builders in plentiful supply, due in part to the amount of work on offer in this segment, this has led to a high level of competition, with plenty of companies vying for contracts and clients. For that reason, those delivering exhibition stand services need to offer something that makes them stand out.

Here, we speak with several companies that specialise in exhibition stands to find out what they are doing to differentiate themselves from the competition and how this is helping them to land the most valuable, and profitable, customers.

Different Stands for Different Clients

First, it is important to consider the range of stands on offer and how this may direct your customers. Tecna UK specialises in exhibition stands and offers a host of options to the market.

“The key to creating a hassle-free display stand with maximum impact stems from understanding your stand options and which one is right for your needs,” Tecna says.

Breaking down these options, the basic, entry-level stand at most events is a shell scheme, which is typically available in blocks or rows. These are relatively simple concepts that are open on one or two sides and present customers with a cost-effective option for exhibiting.

Meanwhile, corner-space-only stands are open on two sides, with clients having the option to decorate the two outward-facing surfaces. Similarly, three-sides-open stands are almost completely open, with the exception of the main backdrop, which can be used for branding promotion.

Island stands have no backdrop, offering a 360-degree walk-on opportunity for passers-by. This, Tecna says, allows for maximum flexibility to divide a space into a variety of sections using strategic design features.

Finally, some customers may request a custom stand that does not fit a ‘template’. This will be the most expensive option and require an entirely new design from the ground up, but it does allow the customer to be more creative with their event presence.

“In the current events industry, many custom exhibition stands use unsustainable materials and are for single-use,” Tecna says, adding: “However, the demands for an eco-friendly exhibition stand are on the rise.

“With a growing focus on eco-friendly ways of working, at Tecna UK we are looking to transform the exhibition environment with our modular display system. We use lightweight, durable material that can be easily stored and transported to exhibitions.

“The modular system means after the event it can be dismantled and reused multiple times, making for a much lower impact on the environment and reducing waste substantially, whilst still allowing for a fully customisable and creative stand tailored for your specific needs.”

Maximum Impact, Minimal Costs

Next up is Venture Banners, which provides a range of services, including exhibition stands, to the trade. Director Scott Conway says the days of attending events as a bit of a jolly are probably fading, which means lower visitor numbers but hopefully better percentages of serious buyers, and as such events need to deliver a suitable return on investment for both the cost of exhibiting and the time out of the business for attendees.

“Because of this evolution, creating maximum impact at minimal costs is crucial,” Conway says, adding: “Opting for the more affordable shell scheme stand may be becoming a more attractive prospect for exhibitors, particularly thanks to the advancements in opportunities to enhance and optimise this more budget-friendly option.

Creating maximum impact at minimal costs is crucial

“As long as the graphic design, the printing itself, and the finishing are of outstanding quality, the lightweight aluminium frames and stretch fabric do the rest of the work.”

With this, Conway picks up on certain trends to be aware of, including how fabric printing is becoming increasingly popular for event stands. He says lightweight fabric graphics are easy to install, remove, and transport, and can be washed and reused, making them more sustainable and affordable in the long run.

As for other areas, Conway says there are a number of trends that anyone walking a trade show floor in 2024 will pick up on. Examples include designs inspired by the natural world and interactive and immersive elements.

“But none of these make a difference if your stand isn’t engaging, professional looking, well branded, or if you’re rolling out the same old tired theme and graphics that visitors have seen 100 times before,” Conway says.

This, he says, is where Venture Banners can help. He explains: “Businesses looking to expand into this area don’t necessarily need to invest in specialised equipment or get to grips with a new market. Collaborating with an experienced trade partner enables you to deliver a full exhibition graphics service or offer added value to existing customers with everything from a classic roller banner to a complete exhibition solution.

“With the right trade partner, adding a new revenue stream with events and exhibition stands can be hassle-free and affordable.”

Looking at some of the options available from Venture Banners, Conway picks out several services, including the Shell Transformer solution he says can elevate a drab, uninspiring stand into a premium offering that draws attention without the excessive price tag.

“Shell Transformer graphics are printed using dye-sublimation on display polyester for rich and vibrant graphics,” Conway says, adding: “Each wall graphic is printed as a single piece and finished with silicone edging (SEG), allowing it to easily push-fit into the T3 framework.

“The easy-to-assemble kit frame is supplied on a hire basis, so after the event there is no need to store expensive hardware.”

Also from Venture Banners are fabric exhibition solutions, which Conway says are another easy but effective way to transform a shell scheme without hassle or expense. These consist of a strong, lightweight, tubular aluminium frame and a printed stretch fabric cover, with only one person required to install it.

“End customers love the fact that our fabric exhibition solutions include a carry bag that contains the unit hardware, and their graphics can then fold up and fit into the bag for easy portability and transportation,” he says.

An Immersive Experience

Another trade supplier in this sector is Very Displays, whose marketing manager, Kirsty Corcoran, says 2024 has seen the exhibition market continue to boom, with demand on the rise for certain products and categories within the industry.

Stand-out trends for Very include multi-use displays, with Corcoran saying there is growth beyond just one-time use shell scheme displays, and an understanding that event kits no longer have to be short life.
“With the right product selection and design, you can negate the need to dispose of displays after being used on your event stand or the need for a large complex build,” Corcoran says, adding: “When we do exhibitions, we ensure we use reusable products from our range like our Modular Tube Fabric Display Backwalls and Tube Counters. All of these have sturdy hardware and washable graphics, making them reusable and a more environmentally friendly option.”

With the right product selection and design, you can negate the need to dispose of displays after being used on your event stand or the need for a large complex build

Also of note for Very are LED portable display stands, with Corcoran picking out lightbox stands as solutions that are now having their moment.

“Exhibiting with a fully lit stand gives a more immersive experience for customers and helps the stand pop, as well as being incredibly easy to assemble,” she says, adding: “We launched a new PVC LED Lightbox range this year and have seen incredible success already. It’s also not just about lighting up your exhibition booth; it’s how you do it in a way that saves energy, has low voltage, and is long lasting, and LED ticks these boxes.”

Then there are wider trends impacting the sector. Corcoran explains that picking a more environmentally friendly exhibition option is certainly becoming more significant for customers. From reusing displays at multiple events, to a focus on digital marketing literature, she says Very is seeing sustainability at the forefront, and influencing customers’ purchasing decisions.

In addition, Corcoran flags soft signage, saying fabric display graphics continue to become the more popular option when exhibiting, and more customers are moving from traditional pop-up style products to SEG applications or textile graphic sleeves.

So, is there still room for growth for sign-makers in this sector, and is it worth expanding into the market if not already active here? Corcoran gives a simple yet certain response: yes, there is absolutely still room for growth in the exhibition market.

“Events and trade shows are a key pillar in marketing strategies and other trade customers an avenue to fulfil a full solution for their customers,” she says, adding: “By using a trusted trade supplier in the industry that has a wide range of products and expertise, like Very, it makes supplying event and exhibition products simple.”

With this, Corcoran goes into more detail about the selection of solutions available from Very, ranging from freestanding display back walls and literature stands to counters and promotional flags “All our solutions are portable, fast assemble, and fully brandable and we offer hardware or full solution for customers who don’t have print capabilities,” Corcoran explains, continuing: “So, you can get the full solution for an entire exhibition space for your customer from one trade supplier.”

Corcoran picks out several recent launches of note, saying these tap into current growing trends and demands in the industry. These include two new releases this year in the form of Modular Tube Fabric Displays and Modular LED Lightbox options.

Tube Fabric Displays can be used standalone to create back walls from 1m up to 6m wide, or a whole space with the modular option. Meanwhile earlier in the year, Very rolled out its Premium PVC LED lightbox range, which includes solutions from 85cm to 3m widths, helping light up rooms and offering a unique event option for marketing a business.

“We are continuing to expand on this success, with Lightbox accessories and Tube Frame add-ons to give a real wow factor, as well as exploring foldable lightbox options, so watch this space,” Corcoran adds.

Stretching the Boundaries

Away from trade suppliers, it’s only right we also consider other companies in this sector. One such operation is Whitespace Group, which runs across four businesses: Skyline Whitespace, which focuses on exhibition stands; Whitespace Digital media production; Whitespace XPO event services; and WhiteboxGo portable display stands.

Looking at Skyline Whitespace in particular, this area of the business has established a close partnership with Soyang Europe, using a range of its products to create all manner of stands and similar materials.

These include ST-100 Diana Soft Backlit, a woven-based lightbox fabric designed for dye-sublimation printing in projects that require backlit textiles, such as exhibition stands. ST-100 is 100% polyester woven and supplied in widths of up to 3.2m.

Skyline Whitespace also uses ST-216 Nightstar, a wrap-knitted block out fabric with a textured surface on the front side and a black coating on the back for dye-sublimation printing. Then there is ST-142 Phoenix Stretch, which, made from 100% polyester and has high opacity and almost equal elasticity in length and width directions, is widely used in curved structures, frame, and tube display systems.

The company runs the materials on its in-house, specialist printing machines. These include a 2.5m-wide HP Latex R2000 large-format printer and 3.2m-wide Dgen Telios Grande H12 dye-sublimation machine.

The good news for those in this market, or looking to move into the sector, is that the exhibition and events arena is alive and well, despite having taken a major hit during the troubling times of 2020.

With visitors returning to shows in their millions, the onus is on brands to draw them to their stands with enticing and eye-catching displays. Working with and following the examples of those featured here will allow you to help your customers achieve such goals.