Exhibiting at congresses

Congresses are an event format with very specific challenges for the companies exhibiting there. However, if you pay attention to a few basic points, you can advertise your company or specific products very successfully at congresses.

Limited space

Congress venues are often hotels or conference centres. As a sponsor and exhibitor, you will usually be allocated a small stand area in the lobby. Experience shows that the dimensions are around four to six square metres. You should now present yourself as favourably and above all interestingly as possible on this stand space - even if the space allocated to you is possibly unfavourable.

Our tip: Talk to the responsible staff at the event venue in advance about the room layout. Clarify questions in advance such as: ‘Where can I get a WLAN code on the day of the event?’, ‘Is the exhibition area in a light or dark location, etc. - this will help you plan your presentation better and save you a lot of stress during the set-up phase.

Quick set-up and dismantling

In most cases, you have little time to set up and dismantle your stand at congresses. You often only have the opportunity to set up your stand in the morning before the event begins. Particularly at events in hotels, set-up must be quiet and, above all, clean. After all, guests should not feel disturbed by your work. Bear in mind that when delivering your equipment to hotels, revolving doors and similar obstacles can make access to the event area difficult.

Our tip: Make sure that you arrive with equipment that is ready for use and easy to transport. Especially if you are planning to set up on your own, you should not underestimate the time factor - after all, you need to be presentable at the exhibition stand afterwards.

Peak times

As an exhibitor, you are dependent on the breaks between lectures and workshops for discussions with congress participants. Your schedule will be largely determined by the event agenda. Be prepared for the fact that you will not be able to reach your desired contacts during the programme items - after all, the participants have paid to take part in the congress and are unlikely to neglect the programme items to talk to you. You are therefore dependent on the break times in the schedule to make contact. During this time, the entire audience usually flocks to the lobby and you have the opportunity to make new contacts.

Our tip: Obtain a list of participants in advance and decide in advance who you would like to approach. Some congress organisers also offer matchmaking with the desired congress participants.

Well networked participants

There is usually a high degree of networking among the participants of a trade congress. In contrast to anonymous trade fair visitors, the passing on of information between participants is unavoidable. For you as an exhibitor, this harbours risks and opportunities in equal measure. Negative experiences make the rounds among participants just as quickly as positive ones. Your aim should therefore be to stand out as positively as possible and make a name for yourself.

Our tip: Come up with something! Unusual promotional gifts or the presentation of an innovative product will get around among the participants.