Saving costs, exploiting synergy effects
For small and medium-sized companies a trade fair appearance can be a financial and personal feat of strength. The alternative, a joint stand.
With a joint stand, several companies - for example under the umbrella of an association, network or cluster - come together. Thus the costs for infrastructure (kitchen, meeting rooms etc.) are shared, trade fair planning is less time-consuming and everyone benefits from the communication measures of the sponsor. If a co-exhibitor is well attended, then the chances for additional contacts at one's own stand increase.
The positive effects are obvious. In short: Strong together!
By the way, a joint stand is ideal for trying out a new trade fair first.