Picture bump-in morning. The stand next door goes up in ten minutes. Yours is up too, and it looks great. But it's sitting dark, because nobody booked power.
We've been making exhibition displays in Sydney since 2013, and the stand is rarely the problem. The timing is. Most of the stress, and most of the surprise costs, come from doing the right things a few weeks too late.
Here's what to do and when, starting 12 weeks before your show.
12 weeks out: why are you going?
Before you book anything, ask one question: what does a good show look like for us? New clinic leads? A product launch? Or just being seen next to the big names in your field?
Pick one. That answer decides your booth size, where you want to stand and the one message on your wall.
Then book early. The best spots go first. If you can, ask for a corner or a spot on the main aisle. Two open sides means twice as many people walking past can see you, and that's worth more than an extra square metre.
8 weeks out: buy a stand you'll use more than once
It's a common trap. You buy a stand for one exhibition, then the next one gives you a different booth size, and the stand sits in storage.
Most medical companies don't exhibit once a year. They do three or four shows. So buy a stand that adapts.
OPTOPOL, an international eye-care company, is a good example. Their 6m + 3m backlit L-shape went to O-SHOW in Melbourne and APVRS on the Gold Coast. When the booth is smaller, it splits into two separate walls, so one stand covers every booth size. See the OPTOPOL stand
And yes, you'll find stands on overseas marketplaces for half the price. Some are fine. But if yours turns up late, or a part is missing on bump-in morning, there's no one local to call. At a show you've paid thousands to attend, that's an expensive way to save money.
6 weeks out: lock in your artwork
Six weeks sounds early. It isn't. Once you approve the artwork, your stand still has to be made and delivered, and you want room for one round of changes plus a buffer before freight closes.
A few things that work with a medical crowd:
- One message, big enough to read from the aisle. Busy clinicians give you about three seconds.
- Make your product, or the result it gets, the star. Nobody stops for company history.
- Keep the important words high on the wall. The bottom third disappears behind people.
- Clean and calm beats loud and busy.
Why backlit stands out at a medical exhibition
Exhibition halls are lit flat from the ceiling, so every stand looks the same. A lit wall is the one thing that stands out down a long aisle, and it looks premium, which matters when you're selling to clinicians. How to design artwork for a backlit display
Every file checked, with the proof back within an hour
When your file comes to us, we check it before anything is printed and send the proof back within an hour. If an image is going to print blurry, you'll see it on the proof, not on the day.
4 weeks out: book the boring stuff
Nobody enjoys the exhibitor manual. But that's where the surprise costs hide. Open it now and book:
- Power. If your stand lights up, it needs a power point. Tell the organiser where your wall will stand, or the point might land in the wrong corner. Book late or on site and it usually costs more.
- Flooring. Some packages include carpet, and many space-only sites don't.
- Furniture, internet and a lead scanner.
- Height rules for your booth.
Not sure how much power your stand needs? Ask us and we'll tell you before you book.
The week before: do a practice run
Put the stand up once at the office. It takes a few minutes and saves a lot of panic. If something's missing, you find out while there's still time to fix it, and your team learns it's actually easy.
Bump-in day: do it yourselves
OPTOPOL's team set up their own stand, with no installers and no waiting around for a crew.
Two people can put up a 3m backlit wall in about 10–15 minutes, with no tools. The whole thing travels in one wheeled case.
Our one tip: get in early. Set up, check the lights, then grab a coffee before the doors open.
Show days: get out from behind the table
The stands that do best have people at the front edge, not sitting behind a table. Ask questions and start conversations. When you meet a good lead, scan them and add a quick note. "Wants a demo in March" is gold a week later, and a name on its own is useless. What actually fits in a 3x3 booth
After the show: this is where it pays off
The show doesn't end when you pack up.
- Follow up within days, while they still remember your stand.
- Check your graphics for marks or damage before you pack them away.
- New product or new message for the next exhibition? Keep the frame and change the print. Replacement prints take 7–8 working days, and if a deadline is tight, ask us, because we've delivered reprints within the same week.
- Rebook for next year early. The good spots go fast.
Quick answers
How early should I order a stand for a medical exhibition?
At least six weeks before the show. That covers artwork changes, production and freight.
Do I need to book power for a backlit stand?
Yes. Book it through the organiser before their deadline, and tell them where your wall will stand.
Can our own team set up a backlit stand?
Yes. Two people can put up a 3m wall in about 10–15 minutes, with no tools.
Can one stand work at different exhibitions?
Yes, if it's modular. An L-shape that splits into two walls covers both big and small booths.
Planning your next exhibition?
Tell us the show and your booth size. We'll tell you which stand fits, what power to book and the date we need your artwork.