Tips for Successful Trade Show Displays

Many businesses find that trade shows are a great way to attract decision-makers, influence purchasing decisions, provide a point of contact for new customers, get in front of key media influentials and build a positive brand image.

Trade show displays represent a great platform to accomplish your goals with these key constituencies since you are at an event specifically developed for your target market and the attendees are in a learning mode.

A bit of upfront planning will ensure that your display attracts trade show attendees and conveys the right kind of image and message. Here are some tips to help you plan for successful trade show displays:

• Begin With the End in Mind

Make sure that there are clearly articulated and understood common goals & objectives for what you expect to get from your participation at the trade shows. This should guide the development of all trade show displays.

Depending on what your goals are objectives are, you could have significantly different requirements for your trade show displays.

• Set Realistic Timelines

Allow enough time to select, design and build your trade show display. Timelines differ greatly depending on the size and types of displays you are considering. If your past experience was with island-style kiosks and now you are considering custom-built trade show displays, there is a vast difference in the time required.

Lock in your plans for your trade show schedule as soon as possible and you can then take advantage of early show services discounts as well. Possibly even more important, you will be better able to ensure against glitches

Make sure you are working with a calendar that shows you the date of the trade shows AND the date you can move in your display.

• Measure Twice, Cut Once

Before deciding on your trade show displays, determine space requirements and the number of trade shows you plan to participate in over the next 12 months. Why? For starters, it will give you an idea of whether you should consider a show display rental instead of buying.

If you do find it appropriate to buy, there are three main categories of trade show displays to consider: custom, custom modular, and portable. Each has advantages and disadvantages.

If cost is a major consideration, know that light-weight materials are less expensive to operate. Use tension fabrics, woods, colored metal, layered graphics that use fewer shipping containers, have a current design trend look, and save on operating costs.

Older, traditional trade show exhibit booths can be obsolete because they are expensive to handle due to heavy weight, require larger size and number of crates to ship, and they are not consistent with current design trends.

• Convention Center Logistics

Once you nail down your trade show booth number on the show management map, be aware of any booth rules and regulations that apply such as height limitations and any obstructions on show floor before planning your booth design. Determine the space size and dimensions of your trade show displays.