Research reveals that over 80% of trade show attendees have purchasing power. More importantly, 92% of them attend trade shows with the purpose of finding new products. This is great news for those looking to set up a trade show booth at the next exhibit, as it demonstrates just how much potential a single exhibit can have in terms of finding new clients.
The challenge, then, is how to stand out from your peers. A trade show floor typically contains hundreds of participants, all with trade show booths fully decked out and ready to attract potential customers. The average attendee will spend a little over 8 hours walking the trade show floor, so it’s critical that your booth design be able to effectively capture the attention of those walking by.
The good news is that there are plenty of options to help you create a booth design that stands out from the crowd. From working with a reputable booth design company to opting for an exhibit rental, there are many ways to ensure that you can capture as many leads as possible — and lead them to conversion. Here are some tips on how to design a standout trade display for your next show exhibit:
The first step in ensuring your booth is designed to support your conversion efforts is to engineer your conversion funnel. The “funnel” is marketing-speak for the path your potential customers will follow once they learn about your business. Trade shows are an excellent opportunity to employ the conversion funnel technique and increase the number of leads you capture.
Traditional funnels focus on capturing as many leads as possible because most of these will eventually leak out as they go down the narrower portions of the funnel. Conversion funnels, however, focus not only on lead capture but also on customer retention, viral marketing, customer loyalty, and referrals.
In short, you’re going to have to design your conversion funnel way before the exhibit and make sure that your booth design can accommodate it. This way, you can highlight certain messages and selling points that will encourage conversion and customer loyalty right from the start.
Having a conversion funnel before crafting your trade booth’s physical design will also allow you to determine what materials you need to produce (such as flyers, giveaways, demo stations, samples, etc.) to guide booth visitors into your conversion funnel.
Your trade show booth is a reflection of your brand, so it’s critical that you keep your messaging and branding consistent throughout the entire exhibit. This means everything from the signage to the colors used in your booth — should represent the same unified message that visitors will find when they visit your website or any other marketing channels.
A lot of exhibitors make the common mistake of highlighting everything but the main message, so it’s essential to have a clear and consistent USP (unique selling proposition) that is displayed prominently through the elements in your booth. Your messaging should also be tailored to the industry and audience you are targeting, as this will help ensure your booth resonates with its target visitors.
This cohesiveness should also extend to how you staff your booth. Everyone in your booth should be well-trained in how to talk about your company and its offerings. They should also be able to answer any questions that visitors may have. By keeping everything consistent, you’ll create an organized experience that potential customers can get accustomed to — which sets the stage for further conversations after they leave the show floor.
As mentioned earlier, trade shows are a valuable investment that can generate plenty of leads. However, most businesses underestimate the importance of a well-crafted trade show booth in order to have a successful exhibit.
It is highly recommended that you hire an experienced company or booth designer to make sure that your trade show display is properly designed and adequately equipped with all the necessary materials, technology, and furniture needed for a successful show.
It doesn’t mean you have to throw caution to the wind and spend needlessly, though. Professional booth designers like METRO Exhibits will have excellent rental exhibits that you can customize according to your needs. Rental exhibits can be a great option if you’re just starting out and don’t have enough budget for a fully customized booth.
The latest trade show technology can take any product presentation from good to great. Virtual and augmented reality, for example, can impress your booth visitors by allowing them to experience a simulated version of your product. Some exhibitors use augmented reality to allow people to play with equipment that may otherwise be too big to fit in a trade show booth or a product prototype that is yet to be completed.
Virtual reality can also transform entire spaces with just a headset, allowing your potential customers to see your vision in a whole new light. Other technological updates include transparent screens that allow presenters to interact with on-screen elements and add extra visual layers to demos, and curved screens that create an impressive wall-like display with multiple angles.
Consider working with a professional booth provider with significant experience in trade show technologies to make sure your presentations and equipment work seamlessly and without any technical hitches.
When it comes to trade show booth design, there are plenty of options for you to explore in order to create a unique and attractive display that will draw people in. However, strategizing a conversion funnel, keeping the messaging consistent, and partnering with a trade show booth provider are all critical factors to consider when designing a successful trade show booth.
Finally, incorporating technology into your presentations can help create an immersive and exciting experience for visitors — making them more likely to take the next step toward becoming customers. By following these tips, you can be sure that your booth will not only draw attention but will also lead to conversions down the road.
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