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Creating Effective Trade Show Booths

effective tradeshow displaysToo many companies are under the impression that flashy trade show displays sell product.  While this can be true depending on the industry you’re in, it’s usually a better idea to keep it simple. Keeping your trade show exhibits’ designs simple can actually help highlight your product, your service and your people.  Simple doesn’t have to be boring though, so talk to a company that creates professionally designed trade show booths to get ideas on a great design.

Trade Show Booths Don’t Need To Be Flashy: Let Your Employees Shine

Flashy trade show exhibits certainly attract interest, but that’s not the only way to get attention.  Instead of loud music and flashing strobe lights, let your employees generate interest.  If you have professional employees working your display, they’ll bring in the customers all on their own.  Make sure the employees working your booth are knowledgeable about your products, your company’s history, what makes you different from your competition and what kinds of things your customers are looking for.

There’s no reason that you can’t take advantage of lighting and music to enhance your display.  Just take care to keep the volume at a reasonable level and use lighting to highlight portions of your display. Avoid flashing lights because some people are sensitive to them and they could cause headaches or worse.

Trade Show Exhibits Should Be Uncluttered

Creating an uncluttered, clean looking display design should be the ultimate goal.  You want your booth to be inviting and open.  Take care to have your I&D staff place supplemental display pieces like banner stands and literature racks out of the main walkways and angle the exhibit so that each section is easily accessible.  After all, customers won’t visit your display if it’s inconvenient.

Keep Your Exhibit Organized

Chances are good that you’ve packed a lot of extra promotional materials.  Things like lead cards, business cards, customer brochures and additional materials are necessary parts of any event.  The problem is that no one knows exactly how many of these materials you’ll need. You may go through thousands at one exhibition and then struggle to give away a hundred at another.  Because of this, it’s always a good idea to over pack.  The cost of shipping extra materials to and from an event is well worth it.  If you find yourself without materials for your customers, it can give them a very negative opinion of your disorganized business.

This is where your I&D staff is a big help.  The I&D staff often have two storage sections, one for your display cases that can’t be accessed throughout the event and another called ‘accessible storage.’ Accessible storage is just what it sounds like — it’s a storage area where the I&D staff will stash things that exhibitors need access to during the event. If you’re not sure where this is, ask the I&D staff that assembled your booth.  Your business will likely have its own dedicated space.

Creating effective trade show booths shouldn’t be a hassle.  Think about the type of message you want to convey and work with a company that designs functional displays.  You’ll end up with a professional design that’s sure to attract attention.

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About the Author

Michael Flavin is a trade show strategist & exhibit consultant at Skyline Exhibits & Graphics Mid-America in St. Louis, MO. He works with companies & organizations to eliminate headaches from their trade show, event marketing & recruiting programs. Overall, he offers total, turn-key solutions, focused on creating memorable experiences, lowering operating expenses and increasing ROI. In addition, Michael consults & trains booth staffers and helps companies measure results from their trade show programs. He also helps exhibit marketers design St. Louis trade show displays.

2 responses to “Creating Effective Trade Show Booths

  1. Agreed, a simpler, more streamlined trade show booth will not only direct attention to your employees, but will also create a more professional impression of your company for trade show attendees to appreciate. However, a simple booth should still accomplish three important trade show objectives.
    1. The booth should be organized so that potential customers can better understand your company and the products you are trying to sell.
    2. The booth should be eye-catching without going over the top; try using a pop of color or a large logo.
    3. The booth should be informational through the use of an educated booth staff to answer any questions customers may have.
    If you hire professional booth hosts/hostesses to attract customers to your promotion, be sure to give them all of the necessary information about your company and products so that they can represent you in the best possible light!

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