Magazine article Marketing

Upmarket Modulations

Magazine article Marketing

Upmarket Modulations

Article excerpt

Modular stands used to be the cheap alternative to specially designed exhibits, writes Robin Cobb. Now they are a real challenge to that market

If you have never exhibited before you should enter Nomadic Display's 'Design your own stand' competition at Confex. Only one person is guaranteed to win their own [pounds]5000 stand, but the rest will never again take exhibition stand design for granted.

Modular stands - those which are built from ready-made systems of panels that slot together - are becoming more and more sophisticated as customers demand eyematching exhibition stands, but baulk at the budget to have one custom made.

Several modular stand manufacturers have decided it is no longer sufficient simply to provide ranges of reusable equipment. They now provide a service that a client would normally only expect of a bespoke exhibition stand designer: complete stand-building, from design to dismantling and packing away ready for the next occasion.

Customers can now source a simple panel display or commission a complete fitted stand that is virtually indistinguishable from a custom-built one. Along the way, the providers will give the benefit of their experience in making the best of exhibition space within a given budget.

These services will enable beginners to avoid some of the pitfalls of exhibiting, such as having a stand that appears impressive at the artist's impression stage, but which overlooks such details as leaving room for staff and visitors, having somewhere to display and dispense literature, or positioning graphics where they will not be obscured.

Clip Display Systems, for example, has computer-aided design and tailor-made graphics as part of an end-to-end service that includes on-site construction and the provision of furniture and carpeting. For do-it-yourself exhibitors, Clip's best-selling 'Le Kit' portable system has now been embellished with a wheeled bag to carry the panels and new graphics packs.

The UK arm of Expo Display Service, a large Swiss-based manufacturer of collapsible displays and stands, markets a range of standard systems that can be extended with custom-made accessories. These include backlit panel strips, counter units and leaflet dispensers.

"Our systems look purpose-built while being reusable," explains managing director Pain Bryant. "They allow imaginative design flexibility."

Nimlok will unveil its latest product at Confex, the 'Easyfold' - a lightweight, low-cost display. …

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