big isn't necessarily better

Small doesn’t have to mean uninteresting when it comes to exhibiting at an exhibition. There is no reason to allow your bigger rivals in the industry to intimidate you - the most important thing is that you are part of the event. BE BRAVE, BE THERE – you need to compete to grow your business!

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Face-to-face marketing makes business sense, and as a small business it is a brilliant way to make contacts with the target market you are selling to and it is a great way to connect with like-minded companies and individuals with whom you may wish to collaborate with in the future.

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So how can small stands achieve a big impact?

1. Make the most of the space you have bought for and be sure you know what you’ve paid for, as the pricing and deliverables can vary greatly.

(a) space only
(b) shell scheme
(c) custom stand

With a shell scheme package you have the walls, fascia, carpets, lights, plugs included and it is essential that you use the small space well to create an enticing visitor journey.  One thing that is often forgotten is to go UP.  Create height on your stand which will give you visibility from all over the hall.  Use the walls to create your storyboard.  If you don’t want the carpet, let the organisers know and be creative with different flooring.

2. A space only 360-degree stand allows for many opportunities. You can create a central focal point and different “windows” around it, or place a back wall with three open sides or one great open space. These stands need to be carefully thought out and planned in advance and creative thinking needs to be given to the branding of the company as there is no fascia to let customers know who you are.

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3. If you are designing a custom stand which you intend to use for other expo’s, work closely with your stand designer to ensure that the brief is correct as you don’t want to keep going back to the drawing board.

4. Make sure that you stand is visually interesting. Mix materials and experiment with patterns and textures. Use natural and manmade objects. Be bold with colour.

5. Bring the outside in (it’s a huge global wedding trend at the moment anyway). Incorporating nature and greenery into your stand creates a feeling a well-being and could make visitors feel more positive about your brand.

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6. Lighting is essential. Whether you have a single giant bulb, soft whispy fairy lights, spectacular chandeliers or bright coloured LED’s – create an ambiance that visitors will remember.

7. Don’t overcrowd your stand – this is not a competition to get as much paraphernalia on stand as you possibly can.  Create enough space to allow the visitors to get into your space!

8. Don’t leave visitors guessing. There is nothing worse than wondering what on earth the stand is about. It does no favours to your business as you won’t attract anyone to your product. If you’re a wedding venue, show off all the very best parts of your beautiful venue and all that you have to offer.

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You must be in it to win it!  For more details about our Durban expo contact Fran or Sue on


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