Maximise ROI by reusing exhibition stands

Bespoke and reusable is exactly that, and you can expect to save around 25% to 30% of the cost on future installations!

To date in 2018, Focal have completed 6 major events for Navico Marine Electronics with a further 7 installs scheduled throughout the rest of the year. Navico are a client we have worked with for over a decade.

What sets these events apart is that the installations are all based on the construction of a single flagship stand that was installed at the Southampton Boat Show in 2017. The subsequent shows all work on the basis of reinstalling different stand elements or components from this stand.

What also sets these events apart is the scale of the logistics involved in delivering projects throughout North, East and Southern Europe, with shows sometimes occurring simultaneously.

This brings us to the point: how effective is re-using bespoke exhibition stand structures?

In a drive for efficiency, as clients consider budgets ever more closely and stand designs are forced quite literally to stand out, reusable bespoke stands are becoming increasingly relevant and logical.

What is a reusable bespoke exhibition stand?

Firstly, a bespoke reusable stand should be differentiated from a reusable off-the-shelf system. Both approaches have their place, and an off-the-shelf system can be perfect for certain events.

Focal uses a system like this for our client, Optegra: an aluminium extrusion system with fabric graphic infills and interactive audio visual displays, so it can be installed in multiple venues across the globe, cost-effectively. The difference between these and bespoke reusable stands is aesthetics and presence. Off-the-shelf systems can represent good value for money, however they will not provide the same level of impact.

By virtue of the fact that they’re ‘off the shelf’, there is the chance that others in your sector, or even your competitors, will be present with a similar look and feel.

Bespoke and reusable is exactly that. It’s a solution that has been designed specifically for your needs and to cover a prearranged programme of events.

By going down this route you can expect to save around 25% to 30% of the cost on future installations (discounting stand size variations). There are still many recurring costs within exhibitions that you cannot get away from – you still need to transport the stand and the labour to install and dismantle after the event. However, over the long run you will make a significant cost saving.

Key points to consider

Below are a few pointers to consider if you have multiple events and are considering a reusable solution:

1. Know the shows you want to go for, and give floor plans and dimensions in advance. Shows will have different rules and regulations, such as height limits. The stand designers need to know this to ensure they design a solution that can accommodate all possible scenarios.
2. Be prepared! You may have to invest more upfront. For something to be reusable, it needs to be hard-wearing and durable and this has a cost implication. However, once it is produced the benefits can be considerable – for example we produced and installed the Penguin Books stand at the London, Frankfurt and Bologna Book Fairs with the same stand for over 10 years.
3. Reinstallation prices should be part of the design process. It is vital that you fully understand what the savings are (and aren’t) before you consider a reusable solution.
4. Always fully understand the transport schedules involved. Just because shows don’t overlap doesn’t mean you have enough time to de-rig from one show and transport the stand to another location to be installed. This is why it’s imperative to give your designer all your show information up front.
5. Above all, use a designer and contractor with a proven track record of executing multiple-sector exhibition programmes. The savings can be worthwhile – but get it wrong and it could cost you more than a few hours’ sleep.