Elements of a successful shell scheme display - By: Arthor Greenwald

A shell scheme is the best use of a limited exhibition space. It’s called a shell because it aims to use all the space available and draw interested passers by into a shell of displays and information. There are a number of key elements.

First, the table. A large table adds another display surface and you should use about half of it. Leave the rest for a work surface, but make sure it doesn’t get cluttered. The table gives the stall staff somewhere to sit, and there should be a spare chair or two for customers. That means there’s a place for anyone who wants to fill in paperwork or write down a quick note, and it’s possible to offer a seat and a rest to older or less able exhibition visitors. Generating goodwill is what exhibition stands are all about. Make sure the table is well stocked with pens, brochures, stickers and merchandise.

Use long, slim drop banners at the outside corners of the shell. These define the space without cutting it off or blocking anyone’s view. They will be the first point of visual contact, so they need to be bright and clearly display the business name or the logo. If anyone in the exhibition is looking for the stall, the outer banners are how they’ll find it. Company colours are the order of the day.

One or two free standing information racks or product displays should be deployed inside the shell. Aim to have anything that takes time to view or to absorb well inside the exhibition stand so customers will come and spend time inside. There is a snowball effect in all marketing so a few people in the shell will soon be followed by a few more, and so on. Ideally there should be no broad blank spaces on the inner walls or ugly exposed scaffolding. If you need cheap, quick space fillers, a couple of laminated posters highlighting individual products will do the job nicely.

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