The benefits of joint stands at trade fairs

Trade fairs are invaluable opportunities for companies to showcase their products, connect with potential clients, and explore new markets. However, participating in these events can be costly and complex, especially for smaller or medium-sized businesses. This is where the concept of a joint stand, or country pavilion, comes in — offering a smart, efficient, and impactful way to participate in international trade fairs.

A joint stand is a shared exhibition space where multiple companies from the same industry or country present their offerings together. This collective approach allows businesses to collaborate, pool resources, and gain greater exposure. Country pavilions are a common form of joint stand, often organized with support from national export or trade promotion agencies. These pavilions present a unified national presence, which attracts international attention and helps companies build credibility in new markets. Joint stands can also be coordinated by industry associations, giving member companies the chance to exhibit together under a shared identity.

One of the biggest advantages of a joint stand is financial. Exhibition costs—including stand design, construction, and logistics—can be expensive. Sharing these expenses among several companies reduces the individual burden, allowing businesses that might otherwise find participation prohibitive to access valuable market opportunities. To attend a trade fair as an individual company with a small stand, you can expect costs upwards of 50,000 euros. This includes floor space, design, construction, and participation fees—even for a relatively small booth that may not be ideally located. Prices vary depending on the event, but for the same event, participating as part of a joint stand could reduce your costs by more than 50%.

Joint stands often receive more prominent, central locations in the exhibition hall. Organizers allocate prime spots to pavilions or collective stands because they attract more visitors and create a focal point. This positioning increases your company’s visibility compared to isolated booths in less advantageous areas. Sharing a stand with other companies fosters networking and collaboration. Exhibitors exchange insights, establish partnerships, and coordinate marketing efforts. Visitors benefit from seeing a curated selection of related businesses in one place, enhancing their experience.

Depending on the event, joint stands may have a unified theme emphasizing collective identity, or companies may maintain their individual branding within the shared space. This flexibility allows businesses to tailor their presence according to their goals and budget. Participating involves more than just having a stand—there are many practical arrangements, from design to logistics. A joint stand often includes professional management that handles these details on behalf of participants, freeing your internal resources to focus on marketing, lead generation, and networking.

Wulff Entre, a long-term partner for several trade fair organizers, also offers joint participation opportunities for trade fairs in various industries. We manage joint stands across sectors like defense (DSEI), ICT (MWC), and health (WHX Dubai). Our experienced team handles all practical aspects—from design to production—freeing your resources to focus on pre-marketing and trade fair goals. We also provide on-site support to ensure everything runs smoothly and maximizes your trade fair impact. Joint stands often include side events like networking sessions and pitching opportunities, providing direct access to potential partners and clients. You may also benefit from local business representatives offering market insights and consulate officials representing your country. For example, at Arab Health, we hosted a mingle event with another Nordic country pavilion. At DSEI and MWC, we collaborate with the local Business Finland team to enhance support and connections in the local market.

 In today’s competitive market, trade fairs are vital channels for connecting with your existing and potential clients as well as partners. Opting for a joint stand makes participation more affordable and manageable while boosting visibility and networking. Whether entering a new market or strengthening relationships, a joint stand is a strategic choice with significant benefits. If you would like to explore how a joint stand can benefit your company, please contact our Sales Team and check out our references here: https://www.wulff.fi/en/wulff-entre/references.

The blog was written by Wulff Entre's Senior Project Manager, Ronja Brown