11 Functional Stand Zones
As soon as the positioning of the stand has been confirmed by the organizer, you can start with the stand concept. Regardless of the design to be chosen and the pursuit of certain goals, there is one important point that is often unknown to newcomers and career changers in the trade fair business. A trade fair manager can check whether a stand concept is consistent or not, regardless of design issues. A good or successful design of an exhibition stand always follows more or less the same scheme in its functional structure, i.e. the division into zones, because the main concern of an exhibition stand will always be to have good discussions with customers and interested parties. In this respect, a successful trade fair stand is not a work of witchcraft, but the result of clearer, clearer and, as a rule, simpler zoning.
When people enter an exhibition stand, there are always similar processes. A visitor, for example, will be grateful if he can recognize the company logo and thus - hopefully - the goal of his visit from a distance. When he arrives at the stand, he first wants to orient himself. Perhaps he is interested in the exhibits on display, perhaps he has already arranged a meeting and is now looking for the info counter or reception to find out where he can meet his conversation partner. For confidential conversations with customers, customers want somewhat shielded areas away from the stream of visitors in the corridors. In addition, stand personnel need areas for storing information material or a small stand kitchen for preparing coffee and snacks.
The following basic stand zones are distinguished:
Passive communication zones (orientation):
These are the outdoor areas: outward-facing graphics and ceiling banners as well as large elements for the long-distance effect. The areas of the passive communication zone show the visitor at a glance who is exhibiting here and, if available, which is the central (trade fair) stand theme (communication theme/trade fair message). The function of the passive communication zones is to arouse the interest of potential visitors. Specially designed eye-catchers often serve this purpose. The company logo also provides orientation.
Active communication zones (presentation area):
The largest area on the stand are the active communication zones. The visitor enters the stand or is about to do so. The task now is to give them orientation and to offer them contact points, for example by presenting certain exhibits that are relevant to them. But the information area and displays for information material are also part of the active communication zone. Here the visitor has the opportunity to deal with the information and products on offer. The stand personnel can contact the visitor at the same time.
Intensive communication zone (meeting):
In this zone there are tables and seats for further consultations and meetings with customers. Ideally, it is at least partially separated from the rest of the stand and thus somewhat quieter. If possible, the visitor should only enter this zone when accompanied by the stand team. In this area you will find: catering and bar, lounge, offices, meeting areas as well as the infrastructure area: At the back of the stand there are storage, kitchen and technical facilities. Of course, it is not possible to realise the intensive communication zone separately from the other zones for every stand size.
Ideally, the stand is planned in such a way that the zoning creates a suction effect that gradually draws visitors into the stand and increases their length of stay and attention accordingly. Of course, the zones are not rigid structures and are not strictly separated from each other. Rather, the transitions are fluid and the zones, in particular the active and intensive communication zone, can mix or be combined in one area. If, however, you keep returning to this basic model in the individual planning phases, this will help you not to lose sight of the craftsmanship surrounding a functioning stand - your stand concepts will be more successful!
Try it out and check your stand concept in regard to its zones.
Good luck,
Anna-Katharina Esche & Lars Lockemann
You can find out more about the functional stand zones and additional checklists and working aids in the book "Managing trade fairs professionally", which you can purchase here (https://amzn.to/2FS621J). (Manual or e-book)11