How to keep exhibiting costs down by using modular, re-usable and re-configurable exhibition stands

Introduction – The challenge of rising costs and a squeeze on budgets to exhibitors

As we come to the time of year when many companies are developing their marketing plans for 2023, two things are clear. From construction to confectionery, costs continue to rise significantly and, for many, marketing budgets will get squeezed.

So for those using exhibiting as part of their marketing communications, the challenge will be to reduce, or maintain existing budgets, whilst still delivering an excellent exhibition programme.

In this article I will demonstrate how to keep the costs of your exhibition stand down by using re-usable and re-configurable stands, using Mondelez's exhibition campaign as an example.

Reducing your exhibiting costs with re-usable, re-configurable exhibition stands

Mondelez had one stand designed in 2021 which has essentially been used for multiple events of varying stand sizes without significant additional investment in the stand.

Modular stand elements, such as the Nomadic toolkit we use for our clients, can we re-used and re-configured. Modular stands can easily be scaled up or down to accommodate different stand sizes. With a bit of forethought and creative stand design, you can design and produce a modular stand kit that can be used for multiple events of varying stand sizes.

There are two elements to consider:

1. Hardware – This is the physical framework that makes up the exhibition stand and on which the graphics are placed. The hardware can be long lasting and potentially give you many years of exhibitions.
2. Graphics – The medium that carries the message.

To get the best value out of your exhibition stand you will need to do some upfront thinking on the sizes of stand space you are likely to purchase, and also the likely graphic messages you will want to show.

Your modular stand supplier will then be able to work with you to create an exhibition kit that will most cost effectively cover the events you want to exhibit at.

Anyone likely to book exhibition space should be given up front guidance on what to book so the stand elements are likely to fit.

How Mondelez used the same stand elements for multiple events

The exhibition stand kit that W7 created for Mondelez in 2021 is a good example of how this can work in practice.

The initial brief was for a 6x6m stand for Casual Dining 2021 but also to look at how that stand could be re-used and re-configured for a number of events throughout 2022 and beyond.

As we designed the 6x6m stand for Casual Dining we also looked at how both the hardware and graphic elements could work for various sizes and configurations of stands.

Mondelez then tried to make sure they booked stands that would accommodate the layouts.

The result is that Mondelez have delivered a full programme of trade events with minimal incremental cost for graphics and hardware. And will continue to use the exhibition stand kit as long as the graphics remain relevant.

Mondelez exhibition stand gallery

Original stand

Mondelez subsequent events

For more information visit the W7 Marketing Communications website or email Simon Baxter.

--Simon Baxter 14:56, 28 Oct 2022 (BST)