FLY-BY TEST

Using the FLY-BY Test involves pretending you were an imaginary visitor walking past your stand. In the few seconds it takes to walk past the stand, would you be able to instantly recall who was exhibiting and what was on show? If you use this as your starting point you can then create everything else around it. Considerations may be:

Venue Design Sponsorship Objectives
Budget Size Visitor
Preferences Theme
Demonstrations Ambience Location Type of Stand

Whether you opt for a space only stand (whereby you design a stand to fit the space) or a shell-scheme (fascia boards and walls provided in the price) many factors you need to consider remain similar.

In terms of design, for example, you can classify key areas into three:

MECHANICS VISUAL APPEAL VISITOR INTERACTION
Height, Width Graphics, Visuals Reception Areas
Storage, Housekeeping Staff Uniforms Seating
Lighting, Power Furniture, Equipment Data Capture
Flooring Floral Displays Entertainment

In terms of the venue, you may need to check available light, access and pillar location, and the amount of overhead space available as well. You may have needs governed by weight restrictions, power or water needs, or your immediate surroundings (neighbours, bars, visitor auditorium etc). The more information you have before you start planning your stand, the less waste and better impact you can create. You do not exhibit in a vacuum – you must consider location.

If you feel you need a better presence but are restricted by physical limitations, examine sponsorship opportunities. Everything from carpet tiles to toilet paper can be embellished with your message. Banners, ‘YOU ARE HERE’ boards, carrier bags, buses and walkways and reception desks are just a few opportunities than can be made to work for you – and this is before any catalogue entries or advertising are used. If it moves (or if it doesn’t) you can usually sponsor it!