Frequently Asked Questions
Welcome to Exhibitor FAQs - a place where you can find practical answers that help you plan smarter, exhibit with confidence, and get the most from your exhibiting investment. Whether you're exploring budget planning, refining your lead capture strategy, choosing the right stand option, boosting ROI, or meeting sustainability goals, you'll find answers to common questions about exhibiting.
Are modular exhibition stands cheaper than custom exhibition stands?
The initial cost to build a modular system is usually lower than a custom stand. But it’s more useful to compare the cost per show over your whole programme. Modular systems cut down on repeated build, transport, and installation costs, making them more cost-effective for regular exhibitors. Custom stands might be worth the investment for a single flagship event where brand impact is key.
Can modular exhibition stands look as premium as custom-built stands?
Yes, with good design, modular systems can look just as premium. High-quality modular systems, like those from GES, can create sharp, unified brand spaces. The main limit isn’t appearance, but how complex the space can be. Since modular systems use set components, some unique features or very custom structures are better done with a custom or blended approach.
What is a blended exhibition stand?
A blended exhibition stand uses a reusable modular base with custom-designed features. The modular core works at different events and can be adjusted for different spaces. Custom features, like statement entrances, special furniture, or branded installations, are added for events where you want to stand out. GES suggests this approach for exhibitors who go to multiple shows with different schedules.
How do I decide which stand format is right for my exhibition programme?
Begin by thinking about how you exhibit, not just how the stand looks. Important factors are how many shows you attend each year, whether stand sizes change, the purpose of each event (like lead generation, product launch, or hospitality), how often your messaging changes, and your total budget, including storage, transport, and installation. GES’s strategic approach helps you answer these questions before making any design choices.
How does GES approach sustainability in exhibition stand design and build?
GES follows a net-zero plan and uses circular design principles in both modular and custom builds. Modular systems help sustainability by cutting down on material waste through reuse and updating graphics instead of rebuilding. GES also uses eco-friendly materials in custom builds, so you can have a premium brand space and still be responsible.
What is included in a shell scheme?
A basic shell scheme package will include wall panels, fascia signage, basic carpeting and a simple lighting package - think of it as a blank canvas for you to make your own. The exact specifications of the stand will vary between events and organisers, so double-check this before you start the design process.
Do shell schemes include graphics?
Most shell schemes provide the structure only, so it’s up to an exhibitor to source their own graphics, like printed panels, fabric graphics or any other branded pieces.
What is the difference between shell scheme and space-only stands?
A shell scheme is the pre-built structure that is provided and set up by the event organiser, ready to be customised with your own graphics. A space-only stand is when you are hiring out an empty exhibition space at the venue, for you to set up your own stand.
Can I use roller banners in a shell scheme?
You can use roller banners in your shell scheme, but you will need to take care to make sure they don’t block graphics, obstruct access to the stand or make the stand harder for visitors to navigate.
What makes a good exhibition stand?
‘Good’ may be subjective, but generally speaking, a good exhibition stand is clear, welcoming and easy for visitors to understand. It should be easy to navigate, with plenty of space and open access points. It doesn’t need to be big and showy to be effective - a simple, well-organised stand with clear messaging and opportunities for engagement can be even better.
How do I make my exhibition stand more inviting?
Visitors are more likely to approach a stand that looks open and welcoming, so keep the space uncluttered with accessible entrances. Clear, simple messaging avoids visual overwhelm, whilst carefully arranged furniture makes the stand look professional whilst still giving visitors enough room to move around. Avoid dim lighting that makes it hard to see details - a brighter light will feel more welcoming.
How much text should exhibition graphics include?
Exhibition graphics should only include the most important information. Stick to a headline, concise supporting message, a few proof points and a simple CTA, as this will effectively present your brand without overloading visitors with too much detail. Remember that many attendees will be scanning your stand - avoid using large blocks of text.
How can a small stand stand out?
With a strong colour palette, clear branding, high-quality graphics and a well-organised area, even the smallest exhibition stand can attract attention! A stand that is functional and provides a positive visitor experience will be better than a bigger stand with too much going on.
Are reusable exhibition graphics suitable for small stands?
Yes. Reusable and portable exhibition graphics work very well for small stands, like the 2x4.5m space used by Selective Asia. They’re lightweight, easy to handle, and pack flat, which makes them great for brands with small spaces or tight setup times.
Can exhibition graphics be reused?
Yes, you can reuse exhibition graphics if they’re designed for it. By picking durable, foldable, or rollable materials instead of rigid single-use panels, you can easily move, store, and use the same graphics at different events.
What should exhibitors consider before choosing sustainable graphics?
Exhibitors should consider whether their message will stay the same at each event, how they’ll store and move the graphics, the size of their stand, and if the materials fit their company’s sustainability goals.
How can GES help with reusable stand graphics?
GES offers expert advice on the practical choices you face when exhibiting. We help you choose, design, and manage reusable stand graphics, suggest materials like foldable wood-fibre inlays, and handle logistics so your stand assets work better at multiple events.
What should I put on my exhibition stand graphics?
You can put whatever you want on your exhibition stand graphics - the choice is yours! However, we would recommend including your logo or company name, a snappy headline that explains what you do, and a call to action. If you have any supporting proof - like client logos, or statistics - they can also be added. Essentially, it’s about helping visitors to identify your business quickly.
How much text should be on my stand graphics?
Stand graphics should never be too wordy, as no-one will want to stand and read long paragraphs. Ideally, the text should be as short as possible, whilst still conveying your brand message. Keep it snappy and concise.
Can I reuse exhibition graphics?
Some exhibition graphics can be reused, so if you would like to do this, stick to evergreen messaging rather than getting graphics that are tied to specific event dates or time-limited promotions. In the long run, this can save money and cut down on waste.
What size are shell scheme graphics?
There isn’t a single standard size when it comes to shell schemes, as it depends on which type the event organisers or venue opt for. Because of this, make sure to request panel measurements before designing graphics.
Can I use roller banners at exhibitions?
You can absolutely use roller banners at exhibitions, as they can work well for temporary messaging and smaller events - but they are far more effective when used in conjunction with a wider stand design, rather than as the main branding element.
Are shell scheme graphics worth it?
We find exhibitors usually find shell scheme graphics are absolutely worth it, as they can really elevate a stand and turn it into a totally branded environment. They create high-impact stands that visitors engage with, as they understand who you are and what you offer more quickly and effectively. Plus, as the stand already comes with walls, they make excellent use of the space.
What is better than a roller banner for an exhibition stand?
Whilst it does totally depend on your business and your goals, fitted shell scheme graphics - as well as fabric displays and modular exhibition graphics - provide more bang for your buck. As they integrate directly into the stand structure, rather than sitting in front of it, the visual impact is far more impressive.
What are the most important event selection criteria for a first-time exhibitor?
If you are exhibiting for the first time, the most important things to check are whether the audience is right for you and if you have a clear budget. Make sure the attendees are likely to buy your product or service. Also, be aware of hidden costs like electrical setup, travel, and shipping before you commit.
How far in advance should we begin trade show planning?
Start planning and choosing your event at least six to nine months ahead. This gives you time to get the best floor spots, take advantage of early-bird rates, and design a custom stand without paying extra for last-minute work or shipping.
Why is follow-up capacity a factor in trade show selection?
If you pick a large international exhibition but only have a small sales team, you might get more leads than you can handle. Leads can go cold fast. Choose an event size that matches your team’s ability to follow up and close deals from the show.
Can an exhibition partner help with event selection?
Yes. An experienced global exhibition partner like GES can help you review who attends, look at different venue layouts, and assess market opportunities in each region. We make sure your ideas, and business goals are realistic for the trade shows you are considering.
What is the biggest hidden cost in trade show planning?
The most common hidden costs are venue-mandated utility charges. Exhibitors frequently forget to budget for material handling (drayage), electrical connections, rigging, and dedicated internet lines. Always review the exhibitor manual early to capture these expenses.
How much of my event marketing budget should go toward the stand build?
As a general rule, the exhibition stand design and build typically consume 50% to 60% of your total budget. Floor space typically accounts for 25% to 30%, leaving the remainder for staffing, travel, logistics, and critical marketing activities.
How can I reduce my exhibition costs without looking cheap?
Choose reusable, modular exhibition structures instead of single-use custom timber builds. Modular stands offer a premium, cohesive aesthetic but can be reconfigured for different floor spaces, saving you significant money on design and construction across a busy event calendar.
Why is an exhibition follow-up budget necessary?
Lead generation fails without follow-up. Budgeting for follow-up ensures you have the CRM software, dedicated staff time, and post-show marketing materials needed to convert your event leads into revenue, thereby proving your exhibition ROI.
Who should I contact to help manage my exhibition stand costs?
Partnering with a full-service provider like GES ensures your budget is managed holistically. GES handles creative design, logistics, power, and sustainability under one roof, eliminating the hidden costs of managing multiple fragmented suppliers.
How can I avoid last-minute exhibition costs?
The best way to avoid last-minute exhibition costs is to be prepared. Early, careful planning and a well-considered budget will mean that you’re more likely to avoid additional surprise costs or being stung with late fees. If anything, preparing as early as possible means that you could actually save money, as you will likely be able to access early order rates.
What is exhibition ROI and how is it different from trade show ROI?
Exhibition ROI and trade show ROI refer to the same thing: the measurable value generated from participating in an exhibition or trade show relative to the cost of attending. The terms are used interchangeably. Measuring it well depends less on a formula and more on agreeing a clear objective before the event and capturing the right information during it.
How do I measure exhibition ROI without a complicated formula?
Start with your objective. Define what success looks like for this specific show — whether that is qualified leads, customer meetings, pipeline value, or sector visibility. Then track the inputs that reflect that objective: quality of conversations, number of qualified opportunities, meetings generated, and post-show pipeline. Report what happened in a short story rather than a spreadsheet, and you will have something more useful than most ROI calculations.
What are the most important KPIs for measuring trade show success?
The most useful exhibition KPIs are number of qualified leads (not total badge scans), lead-to-meeting conversion rate, pipeline value generated, cost per qualified opportunity, and post-show follow-up completion rate. Which KPIs matter most depends on the objective for that specific show.
How should I brief my stand team before an exhibition?
A stand team briefing should cover the objective for the show, what a qualified visitor looks like, what questions to ask to qualify interest, how to record lead notes accurately, how to categorise leads (hot, warm, cold), and who is responsible for following up each category after the event. Briefing this before the show opens — not on the morning of day one — makes a significant difference to lead quality.
How soon after an exhibition should I follow up with leads?
Hot leads should be followed up within 48 hours of the show closing, while interest and context are still fresh. Warm leads should receive follow-up within five to seven business days. Waiting longer than a week typically results in a meaningful drop-in conversion rate, as prospects move on and the context of the conversation fades.
What is the S.H.O.W. Method?
The S.H.O.W. Method is GES' framework for structuring exhibition participation around four stages: Strategy (defining why you are exhibiting and what success looks like), Highlight (designing the stand experience and brand presence), Operations (executing the logistics and team delivery on the day), and Win (following up effectively and reporting outcomes). Applied together, the four stages make exhibitions easier to plan, deliver, and measure.
What is the difference between a badge scan and a qualified lead?
A badge scan simply adds a visitor's contact details, such as their name and email, to your database. A qualified lead also includes what you talked about: the visitor's needs, their buying timeline, budget, and the next steps you agreed on.
How quickly should sales teams follow up after a trade show?
Sales teams should follow up with hot prospects within 24 to 48 hours after the event. Warm leads and those just researching can be added to a marketing program within 3 to 5 days. Fast, relevant follow-up greatly improves your chances of making a sale.
Why is the exhibitor experience important for lead capture?
The exhibitor experience affects how well your staff can do their jobs. If the stand is cramped, the technology is hard to use, or the team is not well prepared, it will be hard to collect good notes. A well-designed stand helps your team have better conversations and gather more accurate information.
How can marketing and sales align on event lead management?
Marketing and sales teams should work together before the exhibition to decide what counts as a "hot" or "warm" lead. They need to agree on what information to collect at the stand, who will follow up on each type of lead, and what marketing materials will help support sales.
How do you make a small exhibition stand, stand out?
To help your small exhibition stand, stand out, use one bold message, strong images, and good lighting. Clear away clutter to make the space feel bigger and have your most welcoming staff at the front to greet people as they walk by.
What should you include on a compact exhibition stand?
Include a clear brand logo placed high, one main headline, smart lockable storage for your team’s things, and simple, space-saving furniture. Only add items that help your team talk directly with visitors.
How do graphics help a small stand?
Graphics help a small stand quickly share its brand story without using up floor space. High-quality, seamless graphics make your booth look professional and help attract the right people from across the aisle.
Can a small exhibition stand be reused?
Yes. If you design your small trade show stand with a modular frame and foldable or rollable graphics, you can pack it up, move it easily, and use it again at different events. This helps you get more value from your investment.
How much does it cost to set up a small exhibition stand?
A small exhibition stand is typically 3m x 3m or less. The cost of a small exhibition stand varies, depending on the dimensions of the stand and what you’re looking to include. Some suppliers offer a fixed cost, to make it easier to budget for your exhibition stand from the very beginning. Our Show Ready stands start from £355 per square metre, but this varies depending on a few different factors, so we’d be happy to talk through your requirements and offer a quote.
All Show Ready packages include the stand frame, tension fabric walls with printed graphics, LED lighting, carpet flooring, additional electrical sockets and power supply, and installation and dismantling. However, as the Show Ready packages don’t include AV hire or furniture, these will need to be budgeted for if necessary.
What is a multi-show exhibition programme?
A multi-show exhibition programme is a coordinated plan for attending several events across the year as one connected effort, rather than treating each show as a separate project. It combines a shared brand story, reusable stand assets and repeatable operations so each show costs less and runs more smoothly.
How much can a reusable exhibition stand actually save?
Savings come from not rebuilding hardware for every show. A modular kit designed to fit several stand sizes can be reused across many events, with only graphics refreshed when your message changes. The upfront design investment is higher, but the cost per show drops sharply over a year of events.
When should I start planning my exhibition programme?
Plan the full calendar as early as possible — ideally before the year begins. Larger or more complex shows benefit from a longer runway, while repeat shows using the same kit can follow tighter timelines. Early planning also helps you hit money-saving deadlines for space, services and accommodation.
What should stay consistent across shows, and what should flex?
Keep your proposition, visual identity, key messages and signature stand experience consistent everywhere. Flex the stand size, layout, specific graphics and the sharpness of your messaging to suit each show's audience and goal. Reserve fully custom builds for flagship events.
Who is a multi-show programme best suited to?
It suits any brand attending several exhibitions a year — particularly marketing and event teams juggling different venues, stand sizes, countries, budgets and internal stakeholders. The more shows you attend, the greater the savings and consistency a programme approach delivers.
When should I order graphics, furniture, and electrics?
Graphics, furniture and electrics should be organised as soon as possible. In the run up to an event, there’s no such thing as too much notice. Once you know what success will look like for your exhibition stand, then you’ll be in a position to create a stand design that matches your goals.
‘Graphics’ is a catch-all term for the visual elements of your stand, including banners, signage and backdrops. Graphics allow you to prominently display your brand logos, colours and messaging to make your stand recognisably yours. Whether you have a shell scheme or a space only stand, you should order the graphics as soon as possible. This way, you won’t have to worry about lead time troubles or delays, and you’ll have plenty of time to get the best-quality prints.
When it comes to electrics, these will either be arranged by the show organisers or you will need to arrange it via an electrical contractor, which will be selected by the organiser. Usually, your exhibitor guide will provide an option of where to have your sockets fitted, and the number that you require. We also have an Electrical Services Guide to demystify the process of ordering stand electrics.
Typically, the event organiser will have a preferred furniture supplier that you can order from, which will offer a wide selection of furniture for your stand, such as tables, chairs and sofas. If so, you’ll need to order your furniture as soon as possible, as chances are that the demand from other exhibitors will be high.
What happens if I miss the exhibitor order deadlines?
Unfortunately, missing order deadlines can have a significant impact on your exhibition stand, which is why it’s important to stay on top of your planning. Missing deadlines can mean missing out on early bird or even standard pricing - which means you could end up spending a lot more than you planned - causing significant delays or even risking not being able to appear at the event.
Figure out which deadlines you have missed first and then speak to the event organiser or supplier as soon as possible to discuss your options. There may be an alternative option available to you, even if it’s not exactly what you had in mind.
Organising an exhibition stand can feel overwhelming, so if you’re worried that you’ll struggle to keep on top of deadlines and planning, it’s best to work with an exhibition partner that can take care of all the details for you.