One of the most important aspects of attending a trade show is designing an eye-catching show stand that will help draw people to your exhibit. Your trade show exhibit is a direct reflection of your company and as such should communicate a powerful message of fine quality and service to prospective customers. An unappealing show stand may deter visitors and open a wider window of opportunity for competitors. Therefore, properly designing your exhibit is crucial for drawing in more customers and maximizing your sales opportunities.
One of the first things to consider is the exhibitor rules and regulations to ensure your design and stand size are appropriate. Then you will want to have a planning session, where you will establish your objectives, set a budget, develop your sales message, and create a marketing plan.
Other much-needed information to confirm prior to the trade show includes available storage, shipping options, freight deliveries, and telecommunications; the facility layout, your booth location, available transportation and parking, unloading and reloading zones, area hotels and restaurants as well as the location of an office supply store in case an unexpected situation arises.
Your trade show stand should jump out, which will entice people to take a closer look. Be sure to keep your target audience in mind as well as the marketing message you are hoping to bring across during the design process. The best way to do this is by appealing to the senses using proper lighting, color combinations, motion techniques, sound, and smell, which is sure to make your exhibit irresistible.
• Proper lighting will help bring focus to certain products especially if using the spotlight effect.
• Always choose colors that help bring your message across and compliment products without being overly loud or too dull.
• Employing a motion technique may be useful for product demonstrations or other moving applications.
• Keep sounds low enough so they do not disturb neighboring exhibitors but loud enough for your visitors to thoroughly enjoy. Sound elements may include nature sounds, soothing music, and in some cases live entertainment.
• Smell is a strong attractant used to draw in visitors but should not over power your neighbors. Many exhibitors use popcorn however, freshly baked cookies, cinnamon rolls, and brownies have irresistible aromas as well.
Another consideration when trying to design your trade show stand is deciding which type of exhibit display you want to use. There are several styles to choose from which include tabletop, pull-up, pop-up, and panel displays. Tabletop displays are inexpensive, and lightweight. These are typically made of three panels and use velcro graphics. Pull-up displays function similar to a reversed window shade, offer versatility and are lightweight.
Pop-up displays are backed with vinyl, fabric or plastic panels that create angled views and are constructed of lightweight foldable frames. Panel displays are versatile giving numerous options as standalone or wall mounted displays, which are typically rectangular in shape and covered with fabric.
There are numerous professionals within the industry who will assist you in bringing your design to life. The key is to shop around and speak with several companies of interest to find the right fit for you and your vision. If this is your first time out, you may also consider renting a display to defray costs and get a feel for what is available, which will better prepare you for the next trade show.
