Trade fairs offer numerous benefits to businesses, including building brand exposure, generating business leads, and establishing credibility. However, the industry faces a significant waste issue, specifically from traditional custom-built exhibition stands, used for two-to-three days before being discarded. Because these events are large-scale, and host many exhibitors, this waste is considerable and is not sustainable. Despite this challenge, efforts are being made by show organisers, exhibitors, and exhibition stand contractors to integrate sustainable practices into the industry. So, what can you do to help and why is it important?
Why Is It Important to Exhibit Sustainably?
Over the past decade, there has been a notable increase in awareness among businesses and consumers regarding their environmental impact. Although it may not always be feasible to completely eliminate waste, numerous excellent alternatives are available at exhibitions, making unsustainable choices unnecessary.
Sustainability has evolved from being a bonus to a staple across various industries. Many brands are now incorporating sustainability into their core values, and this should also be reflected in exhibition stands and practices. Failing to do so can make your business values seem disingenuous.
Modular Exhibition Stands
The most impactful sustainability change you can make when exhibiting is to your exhibition stand. Instead of using a custom-built stand, which generates vast amounts of waste, use a modular stand!
Quadrant2Design, a premier UK-based exhibition stand design and build contractor, creates stands that are modular, reusable and reconfigurable. These exhibition stands are made from separate components, that slot together like Lego to create a complete stand structure. High-quality graphic panels are attached to this structure with secure magnetic bars, creating a seamless 100% graphic look.
Because the exhibition stands are made from separate components, they can be reconfigured to new arrangements, sizes and stand spaces. All components of the stand are high-quality and reusable, so they can be used time and time again across various exhibitions. Quadrant2Design’s modular stands are also highly customisable with many bespoke features to choose from! Include an LED video wall, a backlit rotating header, or backlit cut-outs!
The company even offers a Free-Hire Plan, so that exhibitors can invest in their graphic panels and rent the hardware of the exhibition stands for free. This saves on the purchase of valuable mined aluminium (the stand structure) and makes exhibiting affordable and stress-free for their clients. Included in this plan is a range of services, all provided in-house. These include Project management, a full pre-build, exhibition stand transportation, installation, dismantling, and return to storage. This service extends to all exhibitions in Europe.
The Benefits of Modular Stands
- Cost-Savings: As well as being sustainable, modular exhibition stands are often cost-effective as you reuse them across shows, rather than re-purchasing for each event.
- Large Format Graphics: Most modular exhibition stands feature large-format graphics. These graphic panels effectively communicate marketing messages, branding, and logos. Some companies can even extend this branding to the floor!
- Customisable: Modular exhibition stands can often host customised and bespoke features, so you are never limited by design!
Use Technology, Not Paper
The second tip for sustainable exhibiting is to use technology rather than literature, pamphlets, and hand-outs.
It’s important to be able to share information on your company, but this does not need to be done using paper. Instead, integrate technology into your exhibition stand. This can be a tablet or monitor to assist with product understanding or to display additional product and service information.
Instead of using business cards, you could use a QR code on your exhibition stand graphics to guide visitors through to a contact page or your home site!
Sustainable Giveaways
Giveaways are proven to help boost brand memorability, so how can you make yours sustainable?
One way is to make your giveaway relevant, useful and interesting, so it doesn’t get binned. For example, at a recent visit to BrightonSEO exhibitors were giving out branded umbrellas. This is something that visitors keep after the show, so it is much less wasteful. Not to mention, as the umbrella is used, others see your branding!
Alternatively, use sustainable materials for your giveaway. This could be canvas tote bags, t-shirts or recycled notebooks and pens.
Conclusion
Sustainable exhibiting is a crucial step towards reducing the environmental impact of trade fairs and exhibitions. By embracing modular stands, including technology instead of paper, and offering sustainable giveaways, businesses can contribute to a more eco-friendly and responsible industry.
Making these changes not only supports environmental sustainability but also aligns with the values of an increasingly conscientious consumer base. As the importance of sustainability continues to grow, integrating these practices into exhibiting strategies will be essential for businesses to demonstrate their commitment to environmental stewardship and meet the expectations of a more eco-conscious audience.