Trade Show Display Booth • Convention Display • Exhibit Display System • Tradeshow Booth • Conference Display

Five Basics of Trade Show Exhibiting

The key to success is to decide exactly what your exhibit display booth can and should accomplish. We usually advise clients that their display, including the graphics and the choice of display system should:

1. Attract the attention of passersby.

It is very frustrating to spend a lot of money and travel halfway across the country to have hundreds of people swarm past you, never glancing your way, never seeing what you have worked so hard to show them. Your booth does not have to be the most amazing exhibit at the show, but it does need to be noticeable and eye-catching in some way.

2. Project the appropriate image.

Years ago, you could sit behind a table that had your literature spread out on it. This may still be the ideal display booth -- if you want people to believe you are a tiny business run from your home. But if you want to convey a corporate look or professional efficiency, you need to project a professional image with your trade show exhibit.

3. Communicate your offer -- instantly.

At a tradeshow with as many as 2,000 or more exhibitors, visitors walk through the aisles quickly scanning the booths for the ones that are relevant. Imagine the passerby saying to himself, "Do I need this? Is this for me? Does this relate to my business?" Your exhibit has to answer that question in a heartbeat. Almost no one will take more than 30 seconds to study your graphics to figure out what you're presenting.

If you sell a die-cutting machine that is too big to bring to the show, then you may want a big picture with the words "die-cutting machine" in big letters. Then anyone who needs one will notice you. Your exhibit's job is to connect -- instantly -- with the right people. If you came to the show to present a concept for a service, you may have a challenge on your hands. How do you explain your offer in 1 second or less? That is where some good creative exhibit design and consulting may be worth its weight in gold.

4. Keep your exhibit simple.

Have brochures and data sheets for people who are interested in details... the job of the exhibit is to attract attention, make you look professional and connect with the right people.

For most situations, the graphics SHOULD NOT:

• explain key features of your product or service
• provide verbal detail of any kind
• show a lot of small images like a bulletin board

5. Compliment your staff.

Your display booth is really the environment in which YOU meet prospective customers. The exhibit will not do the job by itself. It attracts customers so you can talk to them. The most valuable part of exhibiting is the opportunity to meet people, listen to their questions and concerns, see how they respond to your ideas. When planning your exhibit display booth, think about what you will be doing, how you will be interracting with your visitors, and what it is you want to say. Design an environment that will support your dialogue, not replace it.

There are plenty of exceptions to these basic guidelines, and there are many examples in the history of trade shows of excellent exhibits that have broken the "rules." These guidelines are a great starting point.

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Trade Show Display Booth • Convention Display • Exhibit Display System • Tradeshow Booth • Conference Display