The importance of branding at BETT


Beautiful beginnings at BETT

BETT originally started in the Barbican Centre, focusing on the use of technology and IT within education. As the technology began to develop throughout the 80s, so the number of exhibitors grew too. By 1993 it had outgrown the Barbican Centre and had to move to London, Olympia.

During its 13 years at Olympia, BETT grew to become the world’s largest educational technology event. But with technology rapidly advancing over the last 5 years and becoming more of an integral learning asset for children, even Olympia became too small. We saw the move to the ExCel Centre where it was estimated an extra 35% more exhibitors could attend.

The changing venue turned out to be a great decision by the show organisers, not only because there were more exhibitors, but walking around the aisles to view the stands was far less congested. This meant you had longer to view each company and take everything in. All around, it was a much more pleasurable experience.

Our BETT Exhibition Stand Designs

Now with a show as large and as thriving as BETT, branding is everything. Everyone is competing for attention, so the more visible your name and logo, the better.

Our exhibition stand for Target Tracker had a fantastic position close to the entrance. However, it was along one of the central aisles with a lot of other big companies like Phillips and OCR which had large, custom-built stands. Therefore, it was imperative that Target Tracker’s stand had a great visual impact.

Our designers worked with the location of the exhibition stand from the show floorplan and determined the best possible place for the branding to be to achieve maximum impact and visibility. As you can see from the below photo, even from far away down the aisle, the Target Tracker logo was clearly visible and in the centre of your eye line – so there was no way you couldn’t see it.

Exhibition Stand Design Features

We’ve made Target Tracker’s exhibition stand for BETT for 8 years running. 3.9m Prestige high-level branding gives them prominence and the ability to compete with the large, custom-built stands that surrounded them, rather than being overshadowed. In fact, the clients from Target Tracker said they were so impressed with the seamless effect graphics as it made their stand actually look like an expensive custom-build!

There are even more opportunities for high-profile branding when you have a corner stand. We tried to maximise all these opportunities on our stand for ParentPay. So our designers featured a linking gantry to the centre which connected to a plasma Tower with a rotating-header on top. Being 3Dimensional, it really grabbed peoples attention and was visually appealing and interactive. When we visited the stand and spoke to Chief Executive Clint Wilson, he said they were doing incredibly well and were far busier than in previous years. This really was fantastic feedback to hear.

The future of BETT and Quadrant2Design

Clint Wilson of Parent Pay was so pleased with their stand he told us he’s booked an even bigger space for the following year closer to the entrance. He asked us to design the next year’s exhibition stand for him too, adding some more graphic panels to reuse with the existing stand!

BETT really is a fantastic exhibition to be a part of, whether as an exhibitor or as a contractor. Because the vibe at the show is energetic and uplifting. And the innovative stand designs you see always keep your head-turning. Ultimately, we really believe that to do well at such a large show like BETT, it’s essential to invest time and money on exhibition stands that rise above the rest. Well, here at Quadrant2Design, that’s exactly what we specialise in. Of course, we look forward to working with our clients again and showing off our exhibition stands at BETT next year.

Contact us now for your FREE BETT exhibition stand design – 01202 723 500 or email designteam@quadrant2design.com


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