How to Make the Most of Your Trade Show Display

June 6th, 2016

Because trade show displays represent a large investment, you need to make sure that they are worth the money. With tens of millions of dollars in sales raised through trade shows annually, they certainly have the potential to make you far more money that you put into them.

However, making your investment pay for itself requires careful planning and effort. Fortunately, there are a few things you can do while designing and using your exhibit that will help to maximize its usefulness. Here are some of the strategies that can help you to make the most of your trade show displays.

Choose a visible exhibit space.

Even the most professionally crafted display can be overlooked if it is placed in the back corner of the exhibit hall where no one visits. For this reason, you should always choose an exhibit space where your display can be seen. Usually, the highest visibility spots are near high traffic areas such as crossroads, the door, or restrooms. When your display is placed where it can be seen by many attendees, you are more likely to attract enough visitors to make your presence at the trade show worthwhile.

SEE ALSO: Tips for Choosing Your Trade Show Display Space

Enlist the help of an experienced exhibit company.

Planning and building your custom trade show exhibit will require the help of professionals. An experienced exhibit company’s design services will be able to show you the latest design trends, guide you toward tailored design solutions, and combine both quality and affordability.

In addition, an exhibit company will support you throughout the entire process of planning, building, using, and storing your display. From helping you brainstorm an innovative design and providing you with quality craftsmanship, to helping you set up, dismantle, and store your display, they will professionally oversee your project from beginning to end. The result will be an exhibit that maximizes your success at the trade show.

Create a memorable trade show display design.

Profitable custom trade show exhibits must be memorable. Large trade shows often include hundreds of displays, all vying for people’s attention at the same time. In order to sort out the chaos, attendees will usually only give each display a cursory glance before deciding whether to engage further. Studies show that people who enter a custom trade show booth usually only stay for 5-15 minutes.

Faced with this need to make a fast impression, you should make sure your custom trade show exhibits are memorable. That way, they are more likely to draw people in to your booth and stick in people’s minds even after the trade show. When attendees need something you offer, they are more likely to call you if your display is the one that stood out the most.

The exact elements you incorporate into your display will depend upon your needs and your exhibit company’s guidance. However, the key is to make sure that they create a unique and unforgettable experience for trade show attendees.

Embrace technology.

Technology has much to offer your custom trade show exhibits. For instance, you can now integrate certain types of technology into your display to help you capture leads. Tools such as RFID trackers that help you identify valuable prospects, tablets that encourage visitors to leave their contact information digitally, interactive presentations that keep visitors’ attention until your sales people can get to them, and more, all allow you to generate leads with your display. More leads mean more sales after the show, which in turn means more profit from your trade show investment. Through the smart use of technology in your display, you can enjoy the profit that comes from engaging more visitors and closing more sales.


Design with your target audience in mind.

You can also make the most of your investment by creating a trade show display design that appeals to your target audience. Not everyone who attends a trade show is equally valuable to your business. For instance, at a trade show that attracts IT professionals, your business may want to reach network specialists instead of programmers.

When your trade show exhibit is tailored correctly, you are more likely to attract visitors who actually want what you have to offer. For instance, with the right display at an IT trade show, you can appeal more directly to the network specialists who can benefit from your services. In order to create a tailored display, you will need to design with your target audience in mind. Consider the products they will be interested in, create a display they will feel comfortable with, and use the graphics that will appeal to them.

Host events, contests, and giveaways in your display.

Your trade show display provides an ideal space in which to host events that will draw attention to your business. For example, product launches can be especially fruitful in the midst of a trade show where an audience is walking right by your booth. Giveaways can also draw people to your booth where your sales people can then engage them in conversation. Contests can be also used to educate others about your brand while creating buzz around your display. If you feel that hosting events like these is a smart marketing move for your business, consider asking your exhibit company to help you cultivate trade show display ideas that will accommodate these endeavors.

Use your display in between shows.

Finally, you can maximize your trade show display investment by using it in between shows. For instance, you could set up portable trade show booths in your office lobby, at speaking events, recruiting events, and more. This can help attract customers and educate others about your business. The result should be better business for your company, and greater brand awareness among potential customers.

The investment that custom trade show exhibits require can yield great returns over time. By choosing a visible exhibit space, enlisting the help of an experienced exhibit company, creating a memorable trade show display design, embracing technology, designing with your target audience in mind, hosting events in your booth, and using your display in between shows, you can turn your display into a truly profitable marketing endeavor.