Booth Builders for Land Forces
Presented in collaboration with the Australian Army, LAND FORCES 2018 is an international industry exposition to showcase equipment, technology and services for the armies of Australia...
Land Forces at a glance
Quick numbers to help you scope your booth strategy.
What most exhibitors get wrong at Land Forces
Three patterns we see in post-show debriefs — each one quietly burns 20–40% of a typical booth budget.
- Mistake 01Buying square footage instead of impact
A well-staffed 10x20 with a real demo outperforms a half-empty 20x20 every time.
- Mistake 02Ignoring drayage & show services
Services often add $4–9k on top of a booth quote — more in union cities. Budget line by line.
- Mistake 03No lead qualification flow
Badge scans are noise. Define one qualifying question and an agreed next step before the show.
What to know about Land Forces
Land Forces is the premier land-based defense exposition for the Indo-Asia-Pacific, characterized by high-level military delegations and strict security protocols. The event focuses on sovereign industrial capability and procurement, attracting key decision-makers from the Australian Defence Force and international procurement agencies.
Expect significant security screening for all booth staff and a high volume of uniformed military personnel and government officials visiting stands.
The Australian Army and CASG prioritize 'Sovereign Industrial Capability,' so ensure your booth messaging clearly highlights local partnerships, local manufacturing, or Australian supply chain involvement.
Many crucial discussions happen during official networking functions and on-floor receptions; ensure your senior management is present and briefed for high-level technical networking.
Logistics for heavy vehicle or large hardware displays require early coordination with the MCEC and official freight forwarders due to strict floor loading and move-in schedules.
AI-generated overview · verify specifics with the official organizer
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