A shared booth is a smart choice when a company aims for visibility at, say, an international trade fair but lacks the resources to do it alone. Typically, the organizer of a shared booth is an association, industry group, or business cluster that ensures a larger group has the chance to attend an important event. There are synergy benefits, too.
Harriet Stormbom, Project Manager at Messua Oy, has been handling shared booth projects for clients for ten years. She’s proud of how Messua’s service concept brings smoothness and reliability for the organizing client, while exhibitors gain access to the trade fair with less hassle and, above all, cost-effectively.
“We handle the coordination and organization, including space reservations if needed, which really eases the client’s work. The organizing client appreciates our support in making the process simpler, and we can ensure the best possible visibility for exhibitors together with the organizer,” Stormbom notes.
Why a Shared Booth?
Getting an independent booth isn’t always possible or even practical. Joining a shared booth as an exhibitor requires a smaller commitment, which is ideal for companies wanting to participate but unable to book a large space on their own. Many companies are fine with smaller spaces, but international events often have large minimum space requirements that can be costly.
Typically, a business cluster, industry association, or group handles the reservation, gauging member interest and securing a space that meets everyone’s needs.
“A shared booth lowers the barrier for smaller companies to participate. When an association reserves the space, companies can join with smaller areas, which is especially useful when the trade fair organizer doesn’t allow small individual booths,” adds Stormbom.
Finnish Expertise on a Shared Stage
When designing a shared booth, we take into account each exhibitor’s preferences and needs according to the organizer’s guidelines.
“We have the experience and expertise to design and implement shared booths that are both representative and functional. The organizer’s goal is for each exhibitor to benefit from their participation. We anticipate companies’ needs in advance and ensure that each brand gets visibility in the way they prefer,” says Stormbom.
Exhibitors should note a few things when participating in a shared booth. For example, the layout and design are typically pre-set by the organizer, and there’s usually limited storage space to maximize the display area.
The Finnish Defence and Aerospace Industries (PIA ry) has successfully highlighted Finnish companies through shared booths, including a 270-square-meter booth with 16 exhibitors for the Eurosatory defense and security fair in France from June 17-21, 2024, organized by Messua.
Another example is the Betonipuisto (Concrete Park), which will appear at Helsinki’s FinnBuild fair for the construction industry from October 8-10, 2024. This shared space, featuring 18 exhibitors, will be presented at FinnBuild for the third time.
Text: Tia Härkönen
Photos: Messua Oy