Modulair exhibition stand: These are the pros en cons

Rowan van der Veen
Jun 18, 2018 10:15:00 AM

A modular exhibition stand is a flexible and versatile stand concept. Instead of a static design, a modular stand can be set up in different formations. There are two different types to distinguish: aluminum system stands and tailored made stand which usually consist out of a wooden construction. System stands are a great solution for companies looking for a simple easy-to-setup construction. For a stand with more impact, companies often choose for a tailor-made stand.


Why modular?

Each trade show is different. Therefore, each exhibition or event requires an individual approach to achieve maximum results. You could compare it with an outfit: you would probably wear something else to a networking event than you would wear to a summer barbecue with friends. Right? It’s because the purpose of the event is different. Besides this, you don’t always need the same stand size at each exhibition. Read on to find out why.


Different customer segments

If you target multiple customer segments, changes are that you will participate in trade shows with each a different audience. A company that produces both cars and lawnmowers will not use a similar stand for the Spoga + Gafa as for the Geneva Motor Show. A modular stand can be designed in such a way that the construction of the stand can be used for both the car show and the Spoga + Gafa. The stand will maintain the basic elements and will be enriched with trade show-specific elements to optimally serve the audience of that specific trade show. 


B2B and B2C?

Besides having different customer segments, businesses can distinguish different types of customers: businesses and consumers. This is a fundamental difference in trade show strategy, because businesses and consumers often require a different approach. When focusing on B2B, a formal and sleek look is appropriate. Whereas in B2C, business often choose for a stand with triggers and call-to-actions. Another difference is the interior of the stand. At a business show, stands often have a lounge area with comfortable chairs for having business conversations with customers and prospects. Or meeting rooms to discuss confidential matters. At consumer shows, exhibitors like to keep their stand open and accessible in order to attract as much traffic as possible and to speak as many people as possible in one day. With the knowledge that you want a stand for both target groups, a modular stand is the perfect solution.


Is the investment worthwhile?  

Not every exhibition is equally relevant or important. During a large, international trade show, you really want to make an impression to blow away customers and competitors. But at a smaller trade show, or an exhibition with a less interesting audience, it may be not so interesting to have that same stand built. Simply because you will not earn back the investment. With a modular stand, it is easy to use elements from a large stand to create a smaller stand and maintaining the same appearance. This makes a business much more flexible when it comes up to event and trade show participations and thus enables businesses to optimally use their (marketing) budget. 


The exhibition objective

Are you attending to collect plenty of new leads or just to strengthen existing relationships? Chances are that you want a different type of stand design depending on your objective. It’s kinda similar to the difference in B2B and B2C, but the difference in standdesign are even more important here. Even the smallest details can make a difference between achieving or not achieving your goals. Think of the decision for brand activation or deciding on a particular walking route through the stand. These adjustments are closely related to neuromarketing.


Pro’s and Cons

Alright, but what are the advantages and disadvantages of modular stand construction? We’ve listed them for you. 



  • Flexibility: the stand can be set up in different formations, depending on the exhibition or event.
  • Clear brand identity: a proliferation of different brand expressions is prevented and uniform appearance of the brand is guaranteed.
  • Lower costs: for companies participating in several events each year, a modular stand is financially beneficial. It involves lower operating costs than when a new stand is designed for each event.
  • Achieve goals: a modular stand can be refined in such a way that it is fully geared to achieving the objectives of a specific exhibition.



  • Higher investment: the initial investment is often higher than the investment for a non-modular exhibition stand, because the stand is usually more complex to design and develop.
  • Not interesting to every business: due to the higher investment, a modular stand is usually just interesting to companies that participate in several exhibitions and events each year.


Do you want to know whether a modular exhibition stand is the best solution for you? Or would you like to receive more information about the possibilities for your business? Let us know! We’d love to tell you more. 

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Rowan van der Veen
By Rowan van der Veen Online marketeer

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