By focusing on sustainability and maximising space, this modular exhibition stand system made a success of Sage’s first time at BETT Global.

Background

One of the major gatherings for the education technology community, the Bett Global Show takes place at London’s ExCeL every year. Over three days, the event attracts 30,000 educators, change makers and speakers from over 130 countries who benefit from discovering new products, cutting-edge content and networking opportunities.

Challenge

This was the first time for Sage attending Bett, so instead of designing and building a custom stand, we recommended that the best approach in this case would be a modular exhibition stand system. A smaller, less costly stand would allow them to dip their toe in the water at a show new to their calendar with a 5m x 4m plot they had booked to showcase their cloud-based accounting products.

The stand would have to create an impactful and welcoming space which attracted a significant number of visitors into the space to discuss the range of products offered by Sage themselves and also Solutions for Accounting, one of Sage’s Platinum Club Partners, sharing the space with our client.

Solution

We designed and built a modular exhibition stand system that offers a welcoming environment for delegates. Open on one side, there is more than enough room for two 32-inch screens for software demos to be carried out in the relaxed setting, complete with an informal seating area that encourages longer dwell times.

With storage space an essential consideration, it is often difficult to allow for it in smaller spaces. We worked around this by taking advantage of the flexibility of the modular design and utilised one of the corners as the storage area, concealing it behind a door seamlessly integrated within the wall.

As well as designing the stand, we also installed a Wi-Fi connection and all cabling required for the demo pods under a wooden platform floor that also adds a sense of warmth to the space.

Other subtle touches such as back-lit screens in Sage’s green enhance a stand that otherwise focuses on simplicity of design.

Another point of focus with the design of this modular stand was sustainability: the stand is flexible enough to bolt on additional panels or take them away, making the stand bigger or smaller, or even totally changing the configuration depending on the size and shape of the plot. Messaging can also be easily adapted for the different Sage Partners being supported by our client at different shows.

The merchandise given away by the Sage team – tote bags, growing seeds kits and reusable cups – also transmits the company’s commitment to sustainability beyond the 3-day show.

Still focused on delivering a sustainable stand, to display the branded cups we installed a shelving unit back-lit with LED strips which need 85% less electricity than conventional incandescent lighting.

Sage’s first stand at BETT was such a success that they are already planning to book a bigger 8.5m x 7m plot for next time.

“The event went really well (some great opportunities off the back of it already), and the stand looked amazing! Thank you for all your hard work on this. We are planning to sign up for next year (with a bigger stand space too) so I will keep you posted on that.”

Emily Nisbet – Senior Manager, Sage Performance Marketing