| Creating a trade show display |
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Creating Your Trade Show DisplayReview Your Exhibit Goals Review once again your overall trade show goals. If you are promoting a highly technical product or service, establish a graphic theme that supports a high-tech presentation. If you are selling a recreational product, consider a more creative and colorful look for your display. Getting Big Returns from a Small Space To combat the rising cost of exhibit floor space, many companies are now using smaller and more efficient displays. Here are some ideas on how to turn a smaller space into big trade show results: * Focus your message. By limiting your signs and display to a core message and a few key products, you can use a limited space to its best advantage. * Limit your staff. The optimum traffic density in a booth is one company representative per 50 square feet of open space. So in a 10' x 10' booth, two staffers are plenty. * Encourage communication. Your time is best spent talking to good prospects, so don't clutter your exhibit with "take one" piles of literature or "leave-a-card" fishbowls. * Avoid barriers. Don't put tables or demonstrations where they block access to your space. * Keep it light. Use lighting to spotlight products and brighten your entire display. Graphic Elements * Color . Use color to attract attention, set the tone or to support an established company message. Choose colors to support your objectives, for example: yellow is an attention-getter, black represents power, blue and gold suggest quality and green is positive and calming. * Copy . Use words to identify your company, position your products and services and to inform or educate prospects. Keep copy short and use action-oriented wording focused on the buyer. * Images. Graphic images can be used to attract attention, support a message and illustrate core benefits. Larger-than-life graphics splashed across the backdrop of your display create excitement about your company and your products.
Save Money on your Trade Show Display * Confirm all show, space and labor requirements to avoid unplanned charges. * Order all at-show services early to gain discounts and avoid rush charges. * Book discounted travel and hotel accommodations at the earliest possible date. * Calculate carefully your staffing and material requirements. * Produce all promotional materials well in advance for maximum economy. * Proofread all copy to avoid extra charges for changes or corrections. * Use durable, long-lasting artificial plants to decorate your display. * When possible, avoid use of higher-cost local service and labor personnel. * Consider using a portable display that: o Can be set up and dismantled in minutes by your own staff. o Is easy and economical to transport by car, UPS or as airline luggage. o Offers modular flexibility for later use as a lobby display or P.O.S. promotion o Is available in island or in-line configurations. o Can be customized with your company logo, graphics or full-color photos. o Includes a broad selection of optional accessories. * If appropriate, consider renting instead of buying your display. Need help implementing a new sales or marketing program? We've got two suggestions:
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