You don't require the backing of a particular event to utilize your exhibition stand effectively. Although most companies like to display their services and products in exhibition venues, this is not the only method you can adopt.
Another technique is to continue marketing your merchandise in a similar manner, but outside a large venue. One major benefit of doing this is that you don't receive competition from other companies working in your respective field. You are completely free to win the undivided attention of the target audience and this will yield some substantial results.
The locations that companies often settle on for this kind of strategy has to guarantee much exposure to a relatively wide audience. This explains why shopping centers during weekends present a suitable place to start. Although most people are generally attracted to new exhibition venues in areas that they frequent, your exhibition stand will offer a break from this norm.