While there are many areas of your trade show exhibit that might benefit from the attention-grabbing, mood-setting properties of lights, your product displays are probably one of the primary areas you want visitors to see when they come to your booth. After all, most attendees visit a trade show hoping to see new products, and cultivating new leads is usually a main goal for businesses. As a result, using lighting to make products visible and appealing can be a wise choice. Here are a few tips for using illumination to create product displays that are appealing and effective for your trade show display.
Reserve the use of your accent lighting for your trade show exhibit’s product displays.
Accent lighting consists of lighting solutions that highlight a particular area or item. For example, spotlights direct focused beams of light on a small area, in order to draw attention to a speaker for an event, a kiosk where people can learn more about the business, or a display case, where products are being illuminated so visitors can examine them.
Accent lighting is an excellent choice for a trade show exhibit because it makes it simple to draw attention to the most important areas of the booth. However, the overuse of this type of lighting can diminish its effectiveness and even make it confusing for attendees to decide what to focus their attention on.
As a result, if you want to highlight your product displays, you may want to consider reserving the use of accent lighting for those displays. For example, only use LED track lights to show off certain items and not to invite attendees to register their names at your kiosk. Reserve spotlighting for your large, centerpiece product instead of also using it to illuminate your lounge area. By doing so, you will naturally encourage attendees’ eyes to fall on your products, where they can be wowed and educated about your company’s latest offerings.
Consider illuminating individual items within your trade show exhibit’s product displays.
If you have several items to show off within your product display (i.e. Jewelry, phones, various models of an item, etc.), you may want to consider giving each product its due with individual lighting. Providing each item with its own mini-spotlight can create a beautiful, and eye-catching, feature within your trade show exhibit. At the same time, this strategy allows visitors to focus on the individual qualities of each item.
For example, consider placing each product within a separate shelf or cubby within the display. These shelves can be wall mounted or part of a more traditional display case. Then add small spotlights (or even LED track lighting) to each shelf in order to shower the individual items with light. The entire product display will end up illuminated, while each product receives its own focus for inspection. This approach can be quite attractive, without detracting from either your business as a whole or from the appeal of each individual item.
Do not forget to include ambient lighting within your product displays.
Accent lighting is an excellent choice for product displays because of its ability to draw attention to the details of the product, as well as allow your products to stand out from the other elements within your trade show exhibit. However, accent lighting on its own may not be enough to properly illuminate your product displays. At times like these, ambient lighting may be a good choice for making the entire product display area stand out to attendees.
Ambient lighting will probably be required throughout your trade show exhibit. Thanks to the high, fluorescent lighting of many venues, as well as the tendency toward darkness and shadows that that lighting creates within booths, you will need broad-based lighting solutions to properly illuminate your display.
Your product display area is no exception. While a few lights shining in the dark may look cool, they are not likely to show off your products to good effect. Instead, you will need to add sufficient ambient lighting, such as wall-mounted lights, table and floor lights, and recessed lighting, to provide enough illumination for the entire area.
Consider the mood you are setting within your trade show exhibit’s product displays.
Finally, one of the primary benefits of trade show display lighting is the ability to set a particular mood. Whether you want to go with fun and energetic, composed and professional, or low key, the right lighting can communicate the right feeling to attendees.
Use this ability to set mood to your advantage within your product displays. Do you want to get attendees excited about a brand new, cutting edge product? Use lighting within the display to communicate that energy. On the other hand, if you want to present your products in an elegant and luxurious light, the right illumination can do the trick.
The next time you have products to show off, ensure that they are represented in the right way. Reserve the use of your accent lighting to highlight your items; consider illuminating individual items; include ambient lighting, and consider the mood you want to set with your product lighting.
And, when you are ready to create an effective trade show exhibit that includes beautifully illuminated product displays, do not hesitate to reach out to Imagecraft. We can create custom exhibit displays that represent your brand in a compelling way, and that include building product displays, and lighting, that put your offerings in the best possible light. We can help you to send the right message through lighting, and other features, that will accurately, and compellingly, represent your business.
One of the first things trade show attendees see when they look at trade show displays (whether custom displays or rental displays) is the text. The message conveyed in this text is often what will convince them to explore a trade show exhibit further. As a result, the text you choose is an important element in creating an effective display. Following are a few of the steps you can take to create powerful text for your next trade show display.
Keep your text short.
Trade show attendees typically only glance at a display for a few seconds. If they encounter a cluttered display with lots of text, they will likely ignore it in favor of one they can read more quickly. As a result, one of the keys to creating effective text for your trade show displays is to keep it short. Ideally, your messaging will consist of a single phrase or sentence with a maximum of six words. When you keep your text brief, you enable attendees to quickly understand your message, even if they only spend a few seconds looking at it. The result should be greater interest in your booth as more people read your message.
Send a single message.
Because your text is one of the first impressions trade show attendees have of your business, it can be tempting to put multiple messages on your exhibit. However, as mentioned above, visitors need to be able to read and understand your messaging in a matter of seconds. Trying to communicate two, three, or more points at once can leave attendees confused about your main point and frustrated with the time it takes to read your text.
As a result, it is important to convey a single message through your trade show exhibit. What that message should be will depend upon your business. For instance, some businesses may want to emphasize their low prices, while others may wish to emphasize their experience. Focus on the message that best captures what you want your booth visitors to know.
Create memorable text.
Brevity and focus are key ingredients in effective trade show display text. However, a short and focused message will do little good if attendees find it boring. As a result, it is also important for your text to be memorable. The uniqueness and power of your message will not only encourage trade show attendees to enter your booth, but also help to keep your brand in the forefront of their minds after the trade show is over.
There are a few ways to create memorable text. For instance, you can employ clever writing to state your message in a catchy and unique way. You may also choose to write about an element of your business that is unique. In addition, you should try to avoid jargon and clichés in your text, because these will immediately make your text less interesting. Instead, focus on telling your message in a new way.
Highlight your brand and products.
One of the main goals of your trade show displays should be to increase awareness of your brands and products. This means that trade show attendees should learn, simply by reading your text, something about what your brand can offer them.
The best way to do so is to choose brand values or products to highlight in your text. For instance, if your brand focuses primarily on customer service, then you should create text that communicates this information. If you have a new product to offer, you may choose to put this product front and center on your display. The result should be a message that gives visitors an idea of what they will get when they interact with you.
Make sure your text is easy to read.
Regardless of how short, focused, interesting, and branded your text is, it will do little good if trade show attendees cannot read it. As a result, all of your trade show displays should possess text that is easy to read from a distance.
Your exhibit company’s design services should be able to help you figure out the best way to maximize your message’s visibility. In general, however, it means that you will need to use fonts that can be read from afar. Use these fonts in place of fancy text that may not be as readable. In addition, make the font large enough to be read easily. The result should be text that attendees can read quickly, even at a distance. By doing so, you should reach more people within the crowded exhibit hall and, subsequently, enjoy more visitors to your booth.
Be prepared to provide more information.
Finally, be prepared to back up the message on your custom exhibits with more information inside the booth. Your text, by necessity, will be limited to a single, brief, message. However, that message will be sufficient if it is engaging and readable enough to get people into your booth. Once they are there, you will have the opportunity to give them as much additional information as they want.
As a result, make sure you have a savvy and knowledgeable sales team in place to answer questions and pitch your products and services. In addition, have literature to hand out, and technology with which visitors can interact. These employees and informative material can help ensure that booth visitors maintain the interest in your brand that your trade show display first sparked.
Creating powerful text for your trade show displays requires creativity and thoughtfulness. By keeping your message short, focused, memorable, branded, and readable, and by providing more information in the booth, you will maximize the impact of your trade show exhibit.
There is little doubt about the effectiveness and profitability of trade show booth displays. Up to 49 percent of trade show attendees plan to purchase a product or service from one of the exhibits they saw at a trade show, and 48 percent of attendees engage seriously with exhibitors while at the show. These statistics mean lots of leads and a favorable ROI for many exhibitors. However, in order to enjoy these benefits for your own business, you first need to locate an exhibit company that can help you create an attention-grabbing, profit-building display. Following are a few of the steps you should take as you search for the right exhibit company.
Start researching exhibit design companies early.
The process of researching and choosing from among exhibit design companies can take some time. In addition, you will need to leave enough time to design and build your trade show exhibit after choosing a company. As a result, you should begin your search for the right exhibit company well ahead of the start date of your next trade show. The amount of time you allow will depend upon the type of exhibit you want. A large display may require 12 to 18 months of lead time, while a smaller display requires only 6-12 months of lead time. By leaving yourself enough time, you will be able to carefully consider your options and choose an exhibit company with whom you can have a successful working relationship.
Confirm that the exhibit company you choose offers the services you need.
An exhibit company can only serve you well if they offer the services you need, so research each company’s abilities before you hire one. For instance, if you want completely custom trade show displays, eliminate from consideration those companies that only offer rentals. In addition, restrict your search only to those companies that can handle a business of your size. If most of their other customers are larger than you are, you may find that the company will not prioritize your needs. If most of a company’s customers are much smaller than you are, you may find that the company is not equipped to handle your needs. Finally, ensure that the companies you consider can meet your budget and time frame. The best way to do so is to be upfront with each company regarding your budget and deadline. By doing so, you ensure that your project will be completed to your satisfaction.
Consider the exhibit company’s experience.
Another step you should take once you begin the search process for a trade show company is to consider the experience of each of the companies under consideration. Experience is an important attribute in any area, but is especially important in the trade show display field. For instance, an exhibit company with many years of design services experience will possess a thorough knowledge of the trade show industry that will give you an edge in designing and building your display. In addition, the best exhibit design companies are comprised of teams that have been working together for a long time. By choosing a company with long-serving teams, you benefit from the team’s cohesiveness (which leads to a smoother design process) and their creativity (from which you can draw as you brainstorm your trade show exhibit design).
Research the exhibit company’s references.
Once you have narrowed down the list of exhibit design companies to those with the most experience and the longest-serving teams, you should obtain and follow up on references from each company. Doing so will give you a good idea of how satisfied the company’s former customers are. Speaking with former customers also allows you to pinpoint how experienced the company is in the particular design services you require, how closely they can follow a budget and deadline, how they handle issues that arise during the design process, and what kind of customer service they provide. This information will give you a clearer idea of how efficient, professional, and capable the trade show booth design companies you are considering are. Choosing the companies who have the best references will help you to obtain a positive experience for your own business.
Choose a company that offers excellent customer service.
Finally, you should choose a trade show company that offers you excellent customer service. As the customer, you should never feel as if you are irritating or unimportant. Instead, the exhibit company you choose should make you feel as if your business is valuable and that they are willing to work with you to create an attention-grabbing display that meets your needs. You should come away from your initial meetings with the right company feeling as if they take you and your ideas seriously and will be easy to work with. As a result, the ease with which you find yourself connecting with the company, as well as their friendliness and helpfulness in the face of challenges, should play a significant role in which company you ultimately choose.
Selecting the right exhibit company does not have to be a guessing game. Instead, by starting your research early, making sure the company offers the services you need, selecting an experienced and highly recommended company, taking advantage of comprehensive services, and looking for excellent customer service, you can more easily find an exhibit company that will help you meet your trade show goals.