Insights from our Project Manager for a Successful Indoor Exhibition Stand

Ayla StuartMeet our Project Manager Ayla Stuart:

Ayla is an event industry professional, and a leading Project Manager for Showplace Ltd. She has many years’ experience in managing a whole array of events in a variety of industries. We managed to wrestle Ayla from her desk for a coffee and an insight in managing events to share her thoughts with you.

What are the key elements to consider when organising an exhibition stand?

Firstly understanding the opportunity

My first question is always – Is the show the right one for you, will your key demographic be in attendance?

Also understanding what are you wanting to achieve at the show – ROI (return on investment) and ROT (return on time).

ROT is  usually under considered and so important- Peoples’ time is limited, you really need to make sure that you are focusing on areas that will leverage your human capital effectively.

Exhibition Stand Initial Planning

What you want to put on the stand – how much space do you need?

Do you need to display product, or if it is a service, consider how you can showcase what you do/ are selling.

How much money you have to spend – look at costs of stand build before committing – the square footage may be cheap, but the other costs can soon mount up!

How to ensure you are making the most of your budget? How to get bang for your bucks!

Consider what you are selling – Do you really need that touch screen wall or that water feature? Make your stand visually appealing, but ensure that it relates to your product, after all that’s why you’re there!

How to make visitors feel comfortable visiting the stand?

Your staff are the best people to talk about your product, having promotional staff that don’t understand what you do and aren’t passionate about it, aren’t the best way to be remembered. As my lecturer used to say ‘sex sells , but what are you selling?’.

Tell us about some recent exhibition stands you have worked on

We work with KTR on their indoor stands and their graphics always look great, they incorporate light walls which make their walls ‘pop’, I am also lucky that they are happy to trial new products or work on new designs.

Also building stands outside of the UK is always a challenge owing to differing legislation and stand requirements so working with Kelly Bro’s in Amsterdam was a fun project to be a part of.

Any ideas on the future for indoor exhibitions?

I think digital is going to be more prevalent going forward, and I think that driving interaction with your brand via games, social media, or AR/ VR will be key.

If you would like to contact Ayla to discuss your next project – Email: or call 01789 262 701.