Anatomy of a Trade Show Display

 A trade show, also known as a merchandise show or market week, is an exhibition or a business gathering organized by companies that showcase and demonstrate their new products and services and also their latest offerings. Trade shows also provide opportunities for companies to meet their customers, to learn new trends and to identify new prospects.

Trade shows are not open to the public and can only be attended by company representatives, members of the trade and members of the press. One advantage of holding a trade show is that it shortens the time it takes for companies to look for prospective customers. But the major disadvantage is that customers and prospects pay little attention to the many exhibitors and their products due to the many distractions and the busy atmosphere inherent in trade shows.

Exhibitors can make effective use of trade show displays in trade shows to direct visitors to their main display area. Trade show displays are used to give visitors a better understanding or appreciation of the products or services being marketed. Although exhibitors are only supposed to put their trade show displays within the confines of their designated trade show exhibit area, exhibitors also display items in strategic areas of the fair grounds. Trade show displays often used include banner stands, counters and cabinets, panel display etc. that clearly display the company logo, basic company information and company slogan.

The trade show booth is an important component of the trade show display as it aims to enhance the brand and marketing experience for the visitor. It facilitates valuable direct face-to-face contact between the companies and their prospective customers. The whole booth set-up includes counters kiosks, lighting, flooring, literature racks, banner stands and high impact graphics, with the booth design, the staffing and the handouts the main factors to a successful trade show booth.

Many companies prefer to rent pre-owned trade show exhibits and displays rather than to buy or to create them from scratch to save on the trade show booth construction costs and also on the expense of warehousing the displays after the trade show is over.

Trade shows demand a lot of work and effort, and exhibitors have to plan well in advance so as to make the trade show a success. A successful trade show offers exhibitors with a very valuable opportunity to build relationships face-to-face with their clients and to close lucrative business deals.

 

How to Plan a Trade Show Display

 

A trade show is an opportunity to connect buyers and sellers!  For sellers, it is the chance to make contact with a large pool of potential buyers in a short window of time.  That is the great thing about displaying at a trade show!  The challenge, however, is that trade shows are spaces filled with sellers competing for the same group of potential buyers. Therefore, it is important that your trade show display get meaningful attention.  Careful planning on every detail upfront can assure success for you at the trade show!  Here are some helpful hints for planning your trade show display.

 

Trade Show Goals & Objectives Outlining your key goals and objectives upfront is essential to gearing your marketing strategy for your trade show display design and execution. 

 

Trade Show Exhibit Budget Trade show exhibits can range from a simple table to an elaborate walled in area with multiple levels, conference areas and other amenities.  You need to have a trade show budget developed upfront to make sure to keep costs contained, so as not to be surprised when the project is already well developed.  When creating your trade show budget, make sure you include money appropriated for trade show staff uniforms, if needed, and trade show promotional giveaway items also.  These things all help to make an impression and differentiate you from other trade show exhibiters.

 

Trade Show Planning Guide Create a trade show planning binder.  Put a trade show work plan and timeline together including a checklist with responsible parties identified.  Be a diligent taskmaster.  Display projects can easily run behind, and you do not want a hastily finished, or worse yet, unfinished looking booth on opening day of the trade show.  Creating a negative impression on potential customers is difficult to turn around.

 

Trade Show Display Development You should develop a clear understanding of the landscape of the trade show, including who and how the other participants are planning to exhibit. This, and the goals and objectives of your marketing strategy, in consideration with your budget, will guide the design and development of your trade show display.  Whether you choose to create it yourself, or use an outside company with skill and expertise in this area, it is essential that your display look professional, with an appealing and clear message. 

 

Trade Show Booth Staff Your trade show booth staff is an integral part of the display.  Your booth staff should be professional at all times, both in appearance and in behavior.  Train your staff on your goals, message, and presentation.  While the visuals draw potential customers to your booth, your staff knowledge and attitude will determine whether they will stay there long enough to engage in a lead or sale.  Consider outfitting your trade show booth staff similarly in apparel with your company name or logo to project a consistent brand, image, and professionalism.

 

Trade Show Marketing Materials Your trade show display should contain marketing materials available for visitors to take with them. These marketing materials should be items such as brochures, fliers, and/or business cards.  Additionally, trade show promotional giveaways are a great way to hand over an item with your name that a potential customer will take and use again.  With each use, your name is a Visible reminder of your business!

 

 

A Hint for Trade Show Success:  Do Not Forget Giveaways and Apparel

 

When planning for your trade show, sometimes it is easy to get caught up in trying to create a showy booth, while overlooking the subtler, yet more impactful and enduring details.  Here is a big hint for trade show success.  Do not put all your resources in the display booth alone.  Make sure you budget for apparel, giveaways, and marketing materials!

 

Apparel First, it does not matter how fantastic your trade show booth is, if prospective customers cannot identify who to talk to when they approach your display.   This is where customized apparel is extremely valuable.  Outfitting your trade show booth staff in a polo or button down shirt custom embroidered with your company name or logo will immediately identify them.  Additionally, you will be creating a brand and an image of professionalism.  With customized apparel available in a range of styles and affordable prices, it only makes sense to make this a must!  Plus, these can be worn again and again!

 

Giveaways Trade show giveaways are a great way to attract attention to your exhibit!  When they are especially well chosen, these giveaways can create a buzz that makes people rush to grab them!  The best giveaways, however, are the ones that will leave with the participants and be used after the trade show at work, home, or in the car!  When your name is on the giveaway, it is advertising long after the trade show is over.