The economic value trade shows provide for your advertising funnel is always in doubt, more so since the advent of the digital era has increased the necessity for face-to-face interaction. But the reality of the situation is that there’s no beating live human interaction. No amount of online, video conferencing, or social networking can substitute the need for physical interaction, especially if new products and services which have to be demonstrated in action. And that’s where trade show booth design comes into play.
Trade show booths need to engage and captivate attendees, whether they’re employees of your company or independent contractors. For that reason, the type of display and graphics used should constantly push your company’s brand – but at the same time be engaging enough to keep the attention of your attendees long enough for them to make a buying decision. And the best displays and graphics can also help you spread the word about your company to your attendees. As an added bonus, trade show displays and graphics can also be used to up your brand exposure by media outlets such as newspapers, magazines, television, and radio. All of this leads to one important conclusion: whatever kind of trade show booth you’ve got, whatever its components, these should all complement each other to provide maximum impact, visibility, and return on investment.
But what are those elements? There are actually several elements involved in designing and building a winning trade show booth. The key components, of course, are the materials used to build your booths and the design elements incorporated in them. But that’s only the tip of the iceberg. While trade show displays and graphics do a lot to boost your visibility and create awareness of your brand, they’re just a portion of what’s involved in making sure that your trade show booth delivers the goods to your audience. Below, we’ll discuss some other key components that go into every successful trade show booth design.
Consider the average exhibitor spends around half a million dollars to buy booth space, including booth accessories, furnishings, signage, lighting, displays and tables and chairs. Even if you’re spending half a million dollars on all of those elements, you still have a long way to go to reach the six-figure mark. And keeping that in mind, don’t neglect to consider the cost of hiring professional booth designers, marketing experts, sales people and more to help you reach your booth goal. These experts can set the mood, plan the logistics of your event, select the right exhibits and more – and sometimes even decide whether or not the trade show booth sells out. (Yes, they do that.)
So what exactly goes into making sure that your trade show booth is attractive and effective for all attendees? The first question that many booth owners ask is what makes their booths so effective. The answer isn’t as simple as pointing out bright lights, high-tech displays and inviting displays. There are actually a number of factors that go into making sure that a trade show booth attracts and retains visitors for the duration of the event. Some of these factors include:
In addition to the physical appearance of your exhibit, it’s also important to pay attention to how well your exhibit is described and delivered by your trade show booth staff. One of the biggest mistakes exhibitors make when it comes to trade show booth staff is misidentifying with an individual, and then delivering the wrong message. For example, if your staff misidentifies a potential customer as a prospective vendor, you could end up with a bad experience – or one that ends with the vendor avoiding your exhibit the next time he shows up at your trade show booth. So make sure you check your staff’s name tags and sales script, and thoroughly understand each trade show booth staff member’s skills and style.