How to Make the Most of a Small Exhibition Stand Space

Exhibiting at a trade show can be a major financial investment for some companies. The pressure to have a bigger and better stand each year is strong, and with budgets for floor space and utilities becoming a significant concern for at least 72% of exhibitors, many are struggling to keep pace. 

While there is no denying that large exhibition stands can be eye-catching, exhibitors can have an equally successful show in a smaller stand space.

In this article, we explore ways to make the most of a small exhibition stand space to leave a lasting impression on guests. 

When working with small stand spaces, it is a good idea to dedicate time to planning and strategising the stand. Smaller stand spaces do not allow for unnecessary clutter or furniture, so you must be selective about which features and messages are most important to include.  Start by considering your goals and objectives.

When it comes to very small stands, not all configurations are equal. Where it is possible, we usually recommend corner stands over inline booth alternatives. Here’s why: 

• Costs – Open-one-sided booth stands require three walls of graphic panels, rather than two, which can raise exhibition stand costs.
• Space – With only one open side, an inline booth stands use more of the space on the structure, making the stand feel smaller than a corner alternative.
• Limited Access – With just one access point for visitors, inline booths sometimes struggle with footfall. Visitors often treat these stands like a reception point/market stall, and so can be hesitant to step into the stand space, or are unsure if it is even permitted to do so.
• Messaging is Harder to Read – In very small spaces, the stand walls on inline booths can obstruct messaging, making it difficult to read.

This is not to say that you cannot have a good impact while working with an inline booth stand, but corner stands can be more cost-efficient and welcoming for guests. Not to mention, with fewer graphic walls to pay for, businesses can invest their budget in building upwards, garnering greater visibility and traction.

Bright spaces catch eyes, but they also give the illusion that a space is larger than it is. Most stands utilise LED spotlights to draw attention to the exhibition stand, but additional lighting features brighten, elevate and open up small stand spaces. Ask your exhibition stand contractor what sort of effect they can create using lighting to give your stand a brighter look! Below are a few of our favourites:

Movement is one of the most effective ways of garnering attention within the exhibition stand hall, aside from stand size. Trade show halls, though busy, are surprisingly static, with the majority of movement stemming from the people, not the exhibition stands. 

This contrast makes moving features a powerful addition to any exhibition stand design, particularly when embellished with additional lighting. Stand Features like rotating headers, hologram fans, and animated branding serve as a beacon, drawing visitors into the stand and capturing attention even across the hall.

When working in smaller stand spaces, it is more important than usual to design strategically and maximise the use of both height and the floor. 

Build to the maximum permitted height, so that your brand is clear and noticeable. Bonus points if you can incorporate lighting and movement! 

You’re paying for the floor space, so you may as well use it. Printed photo-floors are the ideal choice for smaller spaces, creating additional space for marketing messages and branding, and offering a polished look. 

Some exhibitors find that small stand spaces make it more challenging to confirm orders and get visitors across the line. There is some truth in the fact that many use their stands for meetings and signing contracts, which is made a little more difficult in smaller stand spaces. Things can feel a little clunky if you’re trying to squeeze delegates into a space, and when you’re in smaller spaces like 2m x 2m, this is almost impossible.

There are a few things you can do to work the stand space more effectively. Firstly, work the hall space. If your reception point on the stand is becoming overrun, do not be afraid to step out into the hall, create space and keep your reception point productive.

Secondly, if you have pre-booked meetings, greet them at your stand space before conducting the actual meeting in the expo’s designated social / meeting spaces. If you are confident working the hall, delegates won’t bat an eyelid.

Exhibition stands are the physical representation of a business at trade shows, representing the quality of the brand, as well as the branding. Whether or not you are working with a small space or a large one, focus on filling it with a good-quality stand that reflects your business.

When working with smaller stand spaces, it is more important to keep things clear and tidy. Brochures, personal items, phones and coffee cups can all make the stand look cluttered and can introduce threshold barriers for guests. Look into discreet counter storage options, or use show cloakrooms.

If you are opting for a smaller stand because budget is a concern, it is worth exploring hire plans, which can save you considerable money throughout the year, and free up additional budget for your exhibition stand design.

Additionally, if you’re working within a very small stand space like a 2m x 2m, consider using Shell Smart solutions. 

Shell Smart is a hybrid between shell scheme panels and a bespoke structure. With these very small spaces, every inch counts, and Shell Smart can give you some additional wiggle room. This option is also great for businesses with tight budgets, as costs are lower than a standard bespoke structure. View the example below, featuring our client Cotswold Cardillo, for more info!

If you are already taking into account the factors above, to make the most out of your exhibition stand, you should also consider which exhibitions are best for you and your goals. Would you rather be a small fish at one of your industry’s leading trade events or a moderate fish in a smaller conference? There’s no right answer – this is purely dependent on your goals and objectives!

A good exhibition stand is not necessarily one that takes a lot of space in the hall, but rather one that makes a memorable branded impact, intrigues and engages new visitors, and stands out from surrounding competitors. 

Smaller stand spaces may require more thought and planning than their larger counterparts, but with some time and effort, they can be equally impressive! 

If you’d like expert advice on how to make an impact in a smaller stand space, get in touch with our expert design consultants. Contact our team at design@quadrant2design.com or call us on 01202 723 500 for a free, no-obligation design proposal. For more information on Quadrant2Design, please take a look at our credentials.