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Article #8: Trade Show Display Success Strategy

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






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