1. Set the goal
Decide what a good show looks like: new leads, meetings with existing clients, a product launch or simply being seen. The goal decides the stand: a launch needs a stage for the product, lead generation needs space to talk and a way to record contacts.
2. Book the space and read the rules
- Confirm the stand size and how many sides are open to the aisles.
- Find out whether it is a shell scheme (the organiser provides basic walls) or space only (you build everything).
- Get the organiser's exhibitor manual: height limits, fire and safety rules, power, and build-up and breakdown times.
- Note every deadline in the manual; late orders for power or furniture are often harder to arrange.
3. Brief the stand builder early
Send the dimensions, open sides, event dates, venue and the organiser's rules, with your goal and brand guidelines. The earlier the builder has these, the more design options you will have and the less you will compromise later.
4. Design for the aisle
- Make the brand and the one main message visible from the aisle, above head height.
- Keep the front open and inviting; do not block it with a table.
- Plan where products, screens, storage and a quiet meeting corner go.
- Light the stand well: exhibition halls are often darker than they look on the plan.
5. Graphics, print and giveaways
Order printed graphics, brochures and branded giveaways together so they match. Choose giveaways that suit your field and that visitors will actually keep, and bring enough for the busiest day.
6. Staff and visitors
- Brief the team on the goal, the key message and how to record each visitor.
- Plan shifts so the stand is never empty.
- Share the show on social media before and during the event so contacts know where to find you.
7. After the show
Follow up every contact within a few days while the conversation is fresh. Note what worked on the stand and what did not; it makes the next show cheaper and better.