Quick guide for attending exhibitions

See our free guide about timely preparation for exhibitions.



Exhibitions and trade shows are a crucial tool for increasing sales and shortening sales cycles for many companies.

A trade show presence is one of the best ways to introduce your products, services and brand to a broad audience of target customers and business partners. Research shows that up to 80% of industry trade show visitors influence purchase decisions in their companies, and as many as 50% of them use information they acquired at exhibitions in their purchase decision making.

Of course, a trade show is about much more than simply buying and selling. Companies attend tradeshows and exhibitions to develop their business contacts, meet potential business partners, and meet existing contacts in the region.

Achieving the goals of your exhibition presence demands various activities, which we focus on later.


The tradeshow structures carry your brand's primary message

The structure of the exhibition space is usually used at multiple events, and its content is rarely adapted to the individual exhibition. The panels provide most of the messaging space, and have the greatest influence on your communication with the visitors of the exhibition.

Different panels are appropriate for different exhibition spaces and exhibition stands. The panel selection also depends on the infrastructure that the venue can provide.

How do you go about choosing your exhibition structure?

When choosing the your stand, you have to think about:

  • the dimensions of individual panels (size and shape of the stand),
  • panel carrying capacity,
  • portability of the panels to remote exhibitions,
  • the direction the visitors are travelling in when moving past the tradeshow stand.

The graphical design and content of the panels is also influenced by the placement of other stand elements - such as counters, brochure stands, roll-up and penguin stands, partition walls, tables, chairs and other stand elements. This is why a 3D design of your exhibition stand is a crucial condition in the development phase. Only a well designed visualisation can help you decide where to place your marketing messages and graphics on the panels.

Are you attending different exhibitions or often change the shapes and sizes of your stands?

In this case, you may not be looking to buy exhibition panels. It makes more sense to rent your equipment, use pop-up walls or banners that are attached to the existing exhibition frames. Renting panels significantly reduces the cost of attending exhibitions for the companies that do not expect to regularly use the same equipment.


Counters are one of the crucial elements of exhibitions and other presentations. The smaller advertising space on the counter allows you to adapt their messages to the current offer of the company or the newest products. Additionally, they can be used in other events such as conferences, seminars and even product promotions in retail stores.

The counter is the element standing between the company representative and the visitor so the messages on it are often much more visible than we think. A solid and suitably designed counter encourages trust. You can also store various promotion materials under the counter, so that you don't offer excessive information to every visitor. Instead, you can adapt the offered brochure or gifts to individual visitors.

When choosing the counter you have to consider its:

  • portability,
  • complexity of placement and removal,
  • materials (aluminium, plastics),
  • panels (high quality panels are a good way to represent your brand).

If you expect that graphical elements will change often, your message can be printed on a cover, and then fitted to the counter with Velcro straps. This allows you to present your company and products with the most current content in every exhibition, as well as use this counter for a large number of events.


Promotional stands are one the most diverse elements of every exhibition or conference presentation. Several types of stands are available, so choosing the right one depends on the content you wish to present, the way it is used, and its portability and usability.

Penguin stands are light, foldable and mobile, which makes them suitable for indoor promotions and presentations. If you wish to use them outdoors, they will require additional weighting. These are the stands of choice for retail promotion professionals, because they do not need much storage space, and can be quickly assembled and stored in the accompanying bag after your promotion activities end. They also come at a very affordable price.

Roll-up stands are our best selling stands for larger promotional posters. The structure of the stand is stronger than that of the penguin stand, and the clip-in system still allows you to change the poster at any time. The stand is also easy to use - the poster can be pulled out of the stand like a blind, and stored in the accompanying bag. These advantages more than justify the somewhat higher price in comparison with penguin stands. Wider roll-up stands can also be used as a background on trade show stands, news conferences, and promotional activities.

Poster stands, usually placed at eye-height, are a common companion of sales promotion due to their message visibility. They're commonly made from anodized aluminium, and they make changing posters a breeze thanks to the clip-in or slide-in system. A brochure holder can be attached to most stands, so that visitors can always find the brochures which explain the content on the poster in more detail.

The POS stands we know from supermarket isles are also common in trade exhibitions. Such stands are usually custom made, so that they present the displayed products in relevant context. We offer:

  • plastic stands including floor stands, display cabinets, podiums, point of sale counters, silos/feeders and shelf organizers
  • wood stands with higher load-bearing capacity and a more natural, sophisticated appearance
  • metal stands with height-adjustable shelves and interchangeable advertising images
  • wireframe stands, such as shopping baskets, consoles as well as different hooks and stands for different arrangements.