| Americans are known for their short attention | | | | they see when they step inside the booth, and |
| spans, and this is certainly true at the | | | | at the back wall. |
| trade show exhibit hall. With a crowded | | | | |
| trade show display floor bursting with | | | | Add excitement and pizzazz to your trade |
| hundreds of trade show exhibits, the | | | | show graphics by using color and movement. |
| essential job of the exhibitor is to attract | | | | Avoid boring graphics. |
| immediate attention with a compelling trade | | | | |
| show exhibit display. | | | | Use appropriate models and messages that |
| | | | match your industry standards. |
| Finding a fast way to capture visitor | | | | |
| interest with an exciting trade show display | | | | Pay attention to lighting - have a clean, |
| booth is quite a challenge. Trade show | | | | well-light trade show booth as people are |
| attendees want a quick fix. Catchy trade | | | | attracted to light. |
| show graphics can give a bold deliverance of | | | | |
| message and humor can be used effectively | | | | Make your trade show booth the place to be - |
| too; but the trade show exhibit also has to | | | | people want to be where the action is -and |
| be consistent with the exhibitor company's | | | | they want to be part of the action. |
| marketing message. | | | | |
| | | | Avoid being too product focused. It is best |
| To be successful, the trade show booth | | | | to highlight the application of what your |
| design must answer the visitor's three key | | | | product does, rather than relying on an |
| questions -- who the exhibitor is, what they | | | | unknown product name. The former Nellcor |
| do, and why a visitor should spend time | | | | Puritan Bennett medical equipment company |
| inside the exhibitor's trade show booth. | | | | wanted to feature their new product, N1000, |
| | | | at a trade show. But instead of using the |
| According to Karla Krause-Miller, Director, | | | | product name, N1000, they showcased graphics |
| Cappa and Graham, Inc., a professional event | | | | that featured its application--capnography, a |
| planning company in San Francisco and Silicon | | | | noninvasisve analysis of Co2 saturation. |
| Valley, the psychology and strategy of trade | | | | Visitors were better able to understand what |
| show booth messaging is the key to success at | | | | was inside the trade show display. Nellcor |
| a trade show. She advises that one follows | | | | was smart to focus on N1000's application |
| the guidance from experienced account | | | | rather than rely on a product name unknown to |
| managers to stay on track for achieving a | | | | potential visitors. |
| successful trade show display. Here are a | | | | |
| few of her tips for exhibitors: | | | | Remember, it's up to you to decide what your |
| | | | trade show exhibit display will do to relay |
| Focus on the big picture of what you want to | | | | your company's message. If you follow the |
| have happen at the trade show. In other | | | | above rules, you can have a successful trade |
| words, keep your company's trade show | | | | show experience; whether you have a pre-owned |
| marketing goal in mind when planning a trade | | | | trade show exhibit display, a custom trade |
| show display booth. | | | | show exhibit, a custom modular trade show |
| | | | booth, a portable or pop up trade show |
| Avoid common trade show graphic mistakes, | | | | exhibit display, or a trade show display |
| such trying to explain your new product by | | | | rental. |
| putting too much information in your trade | | | | |
| show graphics -that is the job of your trade | | | | This trade show exhibit advice holds true |
| show booth staff. | | | | wherever you have your next trade show |
| | | | --whether the show is in Orlando or the Las |
| Make sure your trade show graphics are | | | | Vegas Convention Center, the Moscone Center |
| readable from a distance of 10' away and from | | | | in San Francisco, the Santa Clara Convention |
| 8' above. Be sure to design your trade show | | | | Center or the San Jose McEnery Convention |
| booth with people in mind - what people will | | | | Center. |
| see when they approach from the aisle, what | | | | |