Trade show attendance is on the rise across industries. You need to know how to design a trade show exhibit that gets noticed. Buyers are looking to renew their in-person connections with the brands and salespeople that help them succeed. Buyers are eager, but their attention span is limited and competition is high. You have a few seconds to grab their attention, so you’ll want to plan a well-executed display.
What are your trade show goals?
Whether this is your company’s first show or you’ve been sending reps to shows for years, now is a great time to strategically plan your exhibit from the top down. Ask yourself, what are your show goals?
Some examples:
- Get leads
- Sell product
- Make appointments
- Announce new products
- Engage with established clients
- Keep up with the competition
Identify your highest priority goal and use that to frame your decision-making as you plan for the next show.
Use Branding and Graphics Effectively
Fully integrate your branding into the booth design. Your logo, colors, and other design elements should be deployed to create a clear and cohesive visual experience.
Logos should be visible from a distance and copy should be a minimum of 4″ high. An industry rule is to position text within the top one-third of a panel. The display should be consistent with your company’s branding presence. The look and feel of the booth should resemble your advertising, social media, brochures, and elsewhere. If your show goal targets a specific market segment, the design should grab that segment’s attention.
Use high quality images for graphics. Most output is 200 dpi at final size.
Consider adding sizzle with a video wall, specialized lighting, custom flooring, plants, furniture, games, or presentations.
Sizing up Your Trade Show Booth Space
What size booth do you need? Consider any demo equipment as well as presentations, meeting space, hospitality items, and storage needs. Plan the space to be open, inviting, and free of clutter.
In both small and large booths, use copy to focus on who you are and what you do. You might include a tagline or slogan. (Rely on your salespeople to do the rest once you have their attention.) Avoid using excessive small photos that cannot be seen from a distance. A trade show is a very cluttered environment with many distractions. The more you can simplify the graphics and structures, the greater your chance of attracting attention.
Getting it Done
As you finalize your choices regarding the look and feel of your booth, you’ll also need to consider logistics.
- Do you want to buy or rent?
- What is your budget for booth and show costs (including freight, labor, material handling, and show services)?
- Will your staff set up the display or will you hire show labor? If staff is managing the installation, a custom portable option may be best.
When scheduling the show, keep staff to a minimum. Attendees will avoid booths with too many employees crowding the space. Instead, schedule the staff members to work shorter, more focused shifts. Deter staff from sitting or using mobile devices while in the booth.
Consider bringing in an expert who knows how to design a trade show exhibit to help you plan the show from conception through execution. Schedule a consultation today.