Countries often create large exhibit areas at trade shows to showcase their national exhibitors in one space. These setups, known as pavilions, typically include a lounge, a reception desk with translators, and 10 to 20 exhibit spaces—or sometimes even more. We’ve worked on pavilions for countries like Belgium, Germany, and Brazil, among others.
But here’s a thought: why not create your own industry-specific pavilion? Imagine a group of artisanal food manufacturers or importers joining forces. Instead of 16 separate 10’x10′ booths, you rent one large island. This setup allows for major hanging signage, a great lounge or serving area, and a couple of standout receptionists.
Why Go for a Pavilion?
- Cost-Effective: Split the costs among participants, making it more affordable than individual booths.
- Shared Resources: Pool resources for translators, receptionists, and lounge areas, enhancing the visitor experience.
- Increased Visibility: A larger, unified space attracts more attention and can generate more press coverage.
- Collaborative Opportunities: Working with like-minded exhibitors can lead to partnerships and collaborative marketing efforts.
Making It Work
- Plan Together: Collaborate with industry peers to design a pavilion that represents all brands effectively.
- Divide Responsibilities: Assign roles, such as coordinating logistics, managing the budget, and handling PR.
- Brand Consistency: Ensure all exhibitors adhere to a cohesive branding strategy to present a unified front.
- Engage Visitors: Create interactive elements and comfortable lounges to encourage visitors to stay and engage with your exhibitors.
- Follow Up: Plan a collective follow-up strategy to maximize the leads generated from the show.
Final Thoughts
Creating a pavilion can add a “wow” factor to your trade show presence, making your group the “real deal” on the floor. It’s a bold move, but with the right planning and collaboration, it can significantly enhance your trade show experience and visibility. So, consider this strategy for your next event—because presence is everything.
