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Trade Show Training: Optimizing Your Booth for the Show Floor

Of all the components of exhibiting at a trade show, the most important is the booth itself. Your company can provide the show with an amazing sales team to represent your business, but none of it will be worth it if your booth does not attract visitors! So, how do you find the best design and fit for both the expo and your company? Read the trade show training below to find the best tips for accomplishing this:

1. Think of the buyer.

A huge mistake that is often made by exhibitors is who they tailor their booth to. Many center the trade show booth exclusively around the company, displaying the highlights and branding behind the name. Don’t get me wrong – it is important to make it clear what your company represents – but do it for the customer, not for yourself. Having a booth that speaks directly to the potential buyer and their needs mimics the effects of metal around a magnet; before you know it, visitors will naturally be attracted to stop by. Additionally, when a visitor feels comfortable and interested in the company before a sales representative even approaches them, the trust can then be built quicker and stronger between the customer and the team.

2. Make it aesthetically pleasing.

It isn’t always easy creating the perfect booth. The truth is, not everybody has that eye for design. For this reason, it is helpful to consult an exhibit house with creative design specialization who can aid in the design of the booth. Do your research to find the best companies in the area for booth design at trade shows. Remember, 1) the customer, and 2) the branding (in that order, respectively), should be considered when creating a trade show booth design. Establishing an overall look that isn’t too busy and having a concise message is key. The busier the graphics (too many clashing images,colors, lights, or text), the greater the chance of a potential customer getting a headache. TIP: Indirectly inflicting pain on the visitor is not the most efficient way to expand clientele.

3. Allow your product to shine.

Sure, you could put your product on display in a display case – keep in mind, though, that you will be considered “average” among a sea of exhibits with similar cases. The best way for standing out at trade show is by getting creative with it. Ask yourself these questions to help get your creative juices flowing:

  • Who uses the product?
  • How is it used?
  • Where is it used?
  • What is its best feature?
  • Is there a ‘claim to fame’ that encompasses the basis of the product?
  • What will people love most about the product?
  • How does the product relate to the company and its branding?
  • Why would people want to buy it?

By asking yourself these questions, you can distinguish the best qualities of the product and use that to the company’s advantage. Show the product in use, create a display that highlights the product’s features and assets, and/or allow the potential client to sample the product. The key is to allow the buyer to be interactive and build confidence in his or her purchase, something that is often missing when the product remains stagnant and enclosed in a display case.

By following these tips, your booth can not only survive in the show, but thrive in the show as well. Naturally increase traffic to your custom trade show display by offering a beautiful, desirable, easy-on-the-eyes booth with a comfortable, welcoming atmosphere. When the traffic is increased, grow sales by contouring the product to grab attention and fit the need of the customers.

The Essential Guide to Trade Show Planning Ebook

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