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How to Design A Trade Show Booth

March 16, 2012 | | Comments 1

“I’m designing a trade show booth. What should I consider?”

If they’re lucky, every trade show exhibit manager gets to ask this question at least once in their career.  Here are some things to keep in mind during the all important design planning phase.

Express Your Brand Consistently

Brand management is not just for the big players.  It is something any company can do in any stage of a business.  Over time, consistent branding defines your identity, builds recognition and creates preference.  In fact, designing a trade show display becomes much easier (and more fun) when you can follow a clearly established guideline.

Design an Authentic Vignette to Demo Your Product

Case Study: Verbatim was showcasing their LED lighting products at Light Fair.  They designed authentic scenarios, placing the products in their natural environment like outdoor patios and commercial office spaces.  This strategy can work for any product because nothing communicates like the truth.  How would you apply it to your products?

Compress Your Display into Compact Shipping Cases

Typically, exhibitors are frustrated with the high costs of drayage, shipping and storage.  Modular, lightweight metal and fabric displays that pack down into fewer crates can dramatically reduce expenses. When you are presented with an exhibit design, be sure to ask for its total weight and the corresponding number of crates it will pack down into.  The lower the numbers, the better.

Distinguish a Messaging Hierarchy

Especially for companies with multiple product lines, it is important to clearly establish an umbrella relationship between the single, overarching brand and the array of products underneath.  This is often accomplished through signage — and is a fun and creative part of designing a new trade show booth.

Learn More by Networking with Experts

Investigate continuing education seminars on topics like Social Media for Trade Show Displays, Sales Training Techniques, Direct Marketing Strategies and of course, Exhibit Design and Promotion.  Gaining maximum value and results from your trade show program is a meets-minimum requirement in today’s challenging economy.

What's Working In ExhibitingWhether it’s exhibit design, booth staffing, or measuring results, the What’s Working In Exhibiting white paper is your go-to source for information. Request your free copy of the  report that  reveals the most effective strategies and tactics exhibitors are using today to boost their results and stretch their budgets by clicking here

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Filed Under: Trade Show DisplaysTrade show exhibit design

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About the Author: Judy Fairbanks is the vice president of sales and marketing for Skyline New York. She is a veteran B2B sales and marketing professional with core competency in brand management, event marketing and lead management. She advises exhibitors on their New York trade show displays. For more information on trade show displays, trade show booths, and trade show exhibits in New York, please visit http://www.skylinenewyork.com.

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  1. 75 Tips to Land Prospects at a Trade Show: Hook, Line, and Sinker says:

    [...] carpeting for the booth. Prospects will stick around longer if they’re comfortable.21) Create an open, inviting booth set-up instead of pushing the table up to the edge of the shared aisle.22) Tempt passersby highly visible [...]

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