All about Shell Scheme stands

What are they?

All over the World, though rather less so in North America than in the UK, Europe and the East, exhibitions offer modular exhibition booths, usually in a choice of sizes. These are referred to as Shell Scheme in the industry.

Shell Scheme Stands are usually built on a one metre grid and booths are generally quite small – less than 20 square metres in area. They may have one, two, or three open sides and will be easily identified on the hall plans, you will see them several aisles deep around the outside of the exhibition halls. Some exhibitions are all shell scheme.

What would I get?

Shell Scheme stands come with a basic package of walls, carpet tiles and a company name board. Lighting, power points, hired furniture etc are extras that need to be booked will in advance. Exhibition manuals give details of the Shell Scheme and the options available.

The most common type of Shell Scheme system Worldwide is Octanorm. Vertically slotted aluminium uprights are joined by horizontal rails at ceiling and floor level to frame infill panels that are less than 1 metre wide and over 2 metres tall.

Other makes such as Sodem, Edge etc are very similar with slightly different measurements. Check your exhibition manual or the exhibition organiser for exact sizes. The old type of shell scheme made with plywood panels which are either painted or covered with hook-&-loop-accepting cloth is less and less common.

OK, so what’s the problem here?

Exhibition halls tend to have rows of standardised shell scheme stands waiting for exhibitors to make them their own. Visitors to exhibitions walk past box after box until one catches their attention by being different, more professional or more relevant.

So, how to get noticed?

One sure-fire way to stand out is by covering as much as possible of your standard box with strong graphics that quickly communicate a clear message. Say WHO you are and WHAT you do. It seems obvious but many don’t.

Your stand needs to encourage people not to walk right past but instead to pause, be interested and, preferably, step on to your carpet.  One way to do this is to use the sidewalls to get attention – as in the illustration above. To be found and stand out in the crowd you might consider signposting your booth by using a tall flag or choosing a stand at the end of an aisle and designing your graphics to be seen from a distance.

Communicate…

Don’t over complicate – use minimal but large text to communicate quickly and clearly. Remember, what works on the page or your website MAY NOT work as well on the wall of your stand.
Many Shell Scheme stands are minimally lit due to the package on offer. A well-lit booth will always stand out. Tip: you may achieve this more economically and effectively by plugging your own lights into a power socket rather than hiring standard package lights.

Graphics and branding can also be carried over onto the floor with printed carpet or other graphic floor coverings and onto your furniture, which can give you added impact as well as reinforcing the brand to be easily remembered.

Plan how you will be remembered

Be remembered for the right reasons. In the limited space of a Shell Scheme it is important to be well organised and tidy. Planning how your stand will work – storage, literature, collecting leads etc – will affect how it will look to the visitor.
How will you be remembered? Make sure that everything you give out – samples, literature etc – carries your contact details and is relevant and up to date. A flyer specific to that exhibition, perhaps with a promotional offer, can be more attractive than a catalogue to the visitor who is overburdened.

Pens, bags, USB sticks with your information on them, and many other promotional gifts can of course be good momentos but think through how they will work for you.
Similarly, avoid gimmicks to draw a crowd if they are not relevant to you. Don’t overcrowd your stand. If possible, leave room for visitors to come onto your carpet.
In general make sure that your stand looks as well thought-through and professionally-finished as you can afford. First impressions are crucial here.