Many small details go into making a trade show exhibit successful, and it’s easy to overlook some of them in the excitement (and stress) of preparing for the big event. Everyone who has ever exhibited at a trade show understands how much there is to think about in order to run a successful and effective display.
Even if you outsource your ideas to an exhibit house, there is still plenty to consider before your exhibit can get off the ground.
At the end of the day, it’s your company’s responsibility to provide the show’s overall goals, objectives, and general design ideas to your exhibit house. In addition, all of these things must come together to form a cohesive exhibit that will ultimately support your marketing campaigns and goals.
Five main areas often go neglected, whether they’re handled in-house or by an external contractor. Here are five of the most commonly overlooked trade show exhibit components that can make a big difference in your results:
The show flooring is most definitely one of the most underutilized areas in a trade show exhibit hall. Most people gravitate towards the typical black, blue, white, or gray carpet, but there are so many other options available that can make your exhibit pop.
Exhibitors may feel that spending on flooring is unnecessary because a floor is not what potential clients may focus on. However, the truth is that your booth’s flooring says a lot about your company. It can be used to make a statement, set the tone for your exhibit, and attract attention.
Utilizing unique flooring is always a great way to stand out in a crowd. Whether this is done through LED flooring, interactive floor games, or even just very distinct carpeting, it is an easy way to increase awareness of your exhibit. You could even look for flooring options that line up with your brand image. Wooden flooring can make you stand out in a carpeted space if your brand is focused on luxury home goods or outdoor gear, for instance.
Lighting is one of the most important aspects of any exhibit, yet it is often an afterthought. Many exhibitors believe that general room lighting will be adequate, but this couldn’t be further from the truth. The right lighting can make your exhibit more inviting, increase traffic, and generate more leads.
Matching your lighting with your branding can help you upsell your product and elevate your whole display. For instance, if you are in the nightclub or bar business, you can use laser lights instead of ordinary lighting. If you provide high-quality countertops, you can use track lighting to highlight the materials and textures of your products.
Every brand has the potential to discover something unique that will work for them in this space, and it’s an area where small changes can create a big impact.
Your graphics are one of the first things that potential customers will see when they enter the exhibit hall, so it’s important to make a good impression. The right graphics can communicate your brand message, highlight your products and services, and draw people into your booth.
Simply put, graphics can make or break a booth, and this is one area where attempting to cut back on costs will most certainly cut back on your ROI as well. Get large, crisp graphics that align with your marketing efforts, and ensure they are of the highest quality.
For example, high-resolution motion graphics videos on a tower can catch an attendee’s eye from across the exhibit hall. Therefore, incorporating sufficient planning efforts behind your graphic selections is a great idea.
In addition to graphics, remember not to overlook your audio and visual displays. This is one of the best ways to engage potential clients and deliver your message in a way that will be remembered. There are many different ways to incorporate audio and visual displays into your exhibit, so it’s important to consult with an expert to find the best solution for your specific needs.
So many exhibitors resort to stock shelving and counters to display their products. These are perfectly functional, but they do nothing to make your product stand out. If you want your products to sell, you need to find a way to make them more appealing.
There are many ways to do this, but one of the most popular ways is using acrylic displays. These can be used to showcase individual products and can be customized to fit your specific needs. You could also use backlit displays, which are great for drawing attention to your products.
The power of a well-thought-out product display can be invaluable. Think of your booth like the grocery store: When you see that one product display that stands out from all the other basic shelving units, it’s hard not to stop and see what the product is all about. This same general philosophy can help you increase sales of your products and services if done properly.
This is more of a blanket category, as it can encompass many different elements, but interactivity is one of the most important aspects of any exhibit. People want to be able to touch, feel, and experience your products and services. The more interactive you can make your booth, the more successful it will be.
There are many ways to add interactivity to your booth. You could use something as simple as adding an iPad to your display so potential customers can learn more about your product or service. You could also use gaming elements like an interactive trivia game or a virtual reality experience. The sky’s the limit when it comes to interactivity, so get creative and find something that will work for your specific needs.
It always pays to incorporate interactivity into your trade show exhibit. Whether it is used to entice people to stop by or to keep them there, it will be beneficial every time. You can develop trust, brand recognition, and a sense of belonging among your booth visitors by allowing them to see what you’re offering. It adds enjoyment value while providing the ideal platform for your salesperson or presenter to interact with possible visitors without seeming pushy.
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