Smaller stands with bigger results: a strategic approach to the Dentistry Show
At the Dentistry Show, over 9,000 dental professionals, including practice owners and specialists, will be on the lookout for the right kind of suppliers to connect with. And with 95% of attendees on the lookout for shiny new products and services, your exhibition stand needs to work hard to capture their attention and start conversations.
If you have a smaller stand with a smaller budget, you might feel worried you’ll be overlooked by the crowds. Will your restricted size mean you won’t get noticed? Will you achieve a return on your investment? What if you book a big stand and don’t have the budget to fill it?
The truth is, size doesn’t have to be a factor when it comes to attracting the right people.
You don’t need to draw a big crowd if you’re targeting a specific type of visitor. After all, 20 powerful conversations with the right people can have a much bigger impact on your business than huge numbers of random visitors with no concrete leads.
The answer is to make your messaging specific, clear and direct. Create a welcoming haven or hub, rather than an all-singing-all-dancing showstopper. It’s just about having a strategic approach. Because with the right design, even a compact space can leave a strong impression.
“Honestly, it’s not about the size of your stand – it’s about what you do with it. A well-thought-out design and clear messaging can make a smaller stand just as effective, if not more so, than something flashier. You want to focus on having quality conversations with the people who really matter to your business.”
Ed Marshall
Creative Director, Motive Exhibitions
How to make a smaller stand work for your business at the Dentistry Show
When working with a smaller exhibition stand, every feature needs to pull its weight. It’s not about cramming more in – it’s about making smart choices.
By focusing on the essentials and tailoring your approach to your target audience, you can create a stand that feels considered, welcoming, and professional.
Here’s how to make a smaller stand work harder for you:
1. Get clear on who you’re targeting
Think about your ideal visitor.
Who are you trying to attract? What’s their biggest problem, and how does your product or service solve it? Speak directly to their needs and make it immediately clear what you offer.
2. Keep the layout simple & inviting
With a smaller space, you might feel tempted to pack in as much as you can.
However, a busy, cluttered stand can feel overwhelming, especially in a hectic exhibition hall.
Instead, go for a clean, open layout. And use vertical space for branding and displays, freeing up the floor to create a more spacious feel.
3. Focus on personal conversations
A smaller stand is the perfect place to connect one-on-one.
Create a space where visitors feel comfortable stopping for a proper chat – whether that’s a small demo area, a table and chairs, or just a calm, uncluttered atmosphere.
A cosy, quieter stand can feel like a haven in a busy exhibition.
4. Let your design do the heavy lifting
With a smaller space, you might feel tempted to pack in as much as you can.
However, a busy, cluttered stand can feel overwhelming, especially in a hectic exhibition hall.
Instead, go for a clean, open layout. And use vertical space for branding and displays, freeing up the floor to create a more spacious feel.
“We’d never exhibited before, so we needed help figuring out what to do. Dave and the team at Motive were brilliant – quick to respond, full of advice and never pushy.
At the show, our stand really stood out. People kept saying how different it looked from other accountancy firms, which gave us a real edge. It went so well that we went on to do the Dentistry Show with an even bigger stand and Motive made it happen.
It’s been a great collaboration that’s set us up for more exhibitions in the future.”
Simpkins Edwards, specialist accountants serving the dentistry sector
If you want to shake up your stand design for the Dentistry Show, get in touch today.
Ready to transform your exhibition experience?
- Book a consultation and tell us your ideas.
- Explore our case studies and get inspired by what’s possible.
- Visit our exhibition stand hire page to learn more about our services.
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Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX
