How to Organize a Trade Show Display

A trade show is an opportunity to connect buyers and sellers, and for sellers, the chance to make contact with a large pool of potential buyers in a short window of time. Since trade shows are spaces filled with sellers competing for the same group of potential buyers, it is important that your trade show display get meaningful attention. Careful planning to 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!