When preparing for a promotional event like an expo, the booth for trade show events stands as the most critical element. While an outstanding sales team is a valuable asset, the booth must attract attention from potential clients to make trade shows worth the time and effort. To achieve this, you will create trade show displays that align with the expo’s environment and your company’s brand identity. This article is an effective training for optimizing your booth’s design.
Trade Show Basics
Trade Show Booth Setup
An error companies make with their trade show displays is when they showcase or highlight company strengths, but not featured products. Although customers need to know about your company culture, your competition will claim to be the most fair and pleasant to work with just like you. Instead, promote your product’s ability to solve a potential client’s problem. It is important to convey your company’s message, but the trade show displays should primarily address the needs and interests of potential buyers.
By tailoring the booths to attract and engage visitors, you create a magnetic effect that draws them in. This approach makes all exhibits more eye-catching and provides a better opportunity for your sales team to engage with potential leads.
Aesthetic Appeal And Design
The truth is, not everybody has that eye for design. Consulting with a design team that specializes in all trade show displays, pop-up displays, custom trade show displays, tension fabric displays, and so forth can be beneficial.
Focus on designing a trade show display that is visually appealing yet not overwhelming. Balance is key; excessive high-resolution graphics or clashing colors can detract from the visitor experience. Aim for a clean, engaging design that reflects both the customer’s perspective and your branding.
Allow Your Product Business To Shine
Displaying your product effectively can set you apart from other exhibitors. 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 trade show displays. The best strategy for your trade show booths to shine at your next event is making it interactive.
Reflect on who uses the product, how and where it’s used, its best features, and its unique selling points. By making displays or exhibits interactive—such as through demonstrations or sample opportunities—you can engage visitors more effectively and produce confidence in your product.
Trade Show Specifics
We covered some quality trade show concepts above. Now we will state some specifics every business should adhere to for their trade show display or exhibit booth to stand out.
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 interact. This builds confidence in their purchase, something that is often missing when the product remains stagnant and enclosed in a display case.
Quality Strategies
- Define your trade show goals to create a clear direction for your booth design
- Have a value proposition different from competitors front and center
- Identify what types of trade show displays you will need (pop-up displays, tension fabric displays, retractable banner stands, industry exhibits, ect.)
- Strategically select a high-traffic location for your trade show booth
- Encourage attendees to share their experiences on social media
- Follow up with leads promptly after the trade show to maximize impact
Essential Booth Elements
- A trade show booth should incorporate promotional items and informational materials about your brand
- A custom trade show display should interactively walk people through your products and services
- Remember, 1) the customer, and 2) the branding, should be considered when creating a trade show booth design
- Do NOT use the same exhibit or trade show display as competitors
- Custom trade show exhibits should be multi-faceted (banners, graphics, lights, ect)
- Multiple booth spaces can create more space for attendees or customers
Trade shows are crowded and other exhibitors can be intimidating. By following these tips, your booth will not only survive in the trade shows but thrive in them as well.
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. You can do with 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.
Partner With ExpoMarketing
To maximize your trade shows, invest in an expertly designed booth with custom designs for every trade show exhibit. For a lasting impression incorporate effective interactive elements and creative displays. Collaborate with us at ExpoMarketing to ensure your booth meets your specific needs and goals. Create a memorable experience for attendees and boost your overall success at the show.
Partnering with ExpoMarketing can enhance the quality and effectiveness of your trade show booth. We want your trade show booths to make people prefer your brand and services over the competition.