It’s that moment of truth. A potential customer is walking through the lines of trade show booths, browsing, searching for a product or service. They approach yours and make a small hesitant move. Will they stay or will they go? Here are some reasons why.
Trade show booths have been around for decades and rely on the same basic principles to gain attention, pull in potential customers, and make a deal or sale. Effective trade show booths use the same basic principles.
Appearance
Trade shows have dozens of booths. Each tries to get a potential customer’s attention. The greatest tool in the arsenal of a trade show booth is appearance or–the display.
A trade show display is the initial compelling part of your company that speaks directly to a potential customer. It involves eye-catching material–maybe a slogan or an arrangement of the company’s colors–to generate interest in the potential customer. The trade show display is restrained by size. 10×10 trade show displays are different than 10×20. A bigger sign, more color, using the slogan, all matter when making a bigger display.
Some trends in trade show display are:
- Pipe and drape: Displays are hung on the overhead pipe, which is propped on the support poles of the booth. These do not support any weight. Only a fabric is hung on them. They support the company and reinforce the theme of the show.
- Truss display: Large companies use these when presenting in different countries. They are durable, well-constructed, and built using steel or aluminum. They travel with the trade show and a team constructs them each showing.
- Backlit: These involve LED lighting, light boxes, light towers, and backlit pop up displays. They are eye-catching, grab quick attention, and generate leads when customers approach.
These are large displays for trade shows, portable displays for trade shows, and custom booth displays. The power is to you to create a display worthy of attention. But still, there is more.
Trade Show Booth Design
When you think of a trade show booth, what comes to mind? Is it aluminum? Cardboard?
Try a digital display. Here is a looping video. It tells customers about your product. It invites them to connect digitally. A touchscreen offers more products.
Try the eco-friendly booth. It is the bamboo booth, the eco-friendly cash in with the environmental advocates. The best part? It has a natural look. Nothing like that aluminum and steel.
Then the Build and Burn. Used in Asia and other developing countries. It is constructed out of materials, for one show at one time. After, it is disposed. At the next show, another is constructed.
Appearance. This is what gains the attention of a potential customer. Effective appearance–slogans, colors, displays, material–comes with time and experience. Using technology, paying attention to trends, and knowing your customer and competitor will all benefit down the road to putting together the best display.
Research. Apply. And design something worth remembering.
