What Makes a Good Trade Show Display

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An outstanding trade show display isn’t just dumb luck or popped out of a box in 10 seconds flat. Surprisingly, it isn’t the most expensive booth either. Whether you’re a trade show veteran or a newbie to the expo scene, you’ve probably figured this out. Instead, time and creativity prove time and again to make an OK display great, as well as these critical characteristics.

Consider pitching some of these elements to your next client needing a trade show booth/display. It will amp up their booth presence and wrangle more leads.

Ditch the giveaways

Logoed items at a trade show booth used to be par for the course: pens, caps, letter openers, T-shirts, mugs. Giveaways repping a customer’s brand used to be snatched up by curious visitors. However, these logo items can fall flat these days. Experts agree that millennials are more about experiences than material objects. They’re also the demographic filling up some trade shows, depending on the market. They’ll probably skip over company stickers in favor of sampling food, drinks, or playing a game at the next booth over. To ensure they’re interested in your customer and their product, offer an experience rather than tchotchkes bound for the trash.

Be seen from a mile away

Having handouts at a table such as business cards, flyers, and more is a necessity. However, don’t let your customers blow their entire trade show budget on these. Instead, encourage them to invest in clear, crisp, and eye-catching booth elements that attendees can see from across the room. Bright graphics, a vivid backdrop, and quality lighting will draw curious show-goers to your booth. A major bonus is that when taken care of, your customer’s booth elements will last a lot longer than those rack cards.

Disrupt the channel

What’s the best way for one booth to capture attention out of a sea of banners, tables, and displays? Do something that no one else is doing. Break away from piles of cards, sign-up lists, and repetitive pitches to think about how to be different.

Expo guests quickly get desensitized to spiels and similar booths. If you help your customer disrupt the routine, they’ll promptly capture and keep attention. Disrupting might mean including big and flashy technology elements. Investing in high-tech details such as digital signage, touchscreens, or even inventing an exclusive mini-app as an eye-grabber.

If these suggestions aren’t in your customer’s budget, think creatively about the wants and needs of expo attendees. Is the trade show in an enormous space? Pitch a branded rest area. Guests will be happy to get off their feet and maybe sip subtly logoed water, plus they’ll remember the company who made it possible for them to rest.

With these key aspects, show-goers will be sure to remember the thoughtful company behind their positive experience.

Kristen Klingensmith

Kristen Klingensmith is the content manager for Nonstop Signs & Graphics, a printing and design company based out of San Diego, California. She holds a degree in entrepreneurship & venture management from the University of Oklahoma, and enjoys creating practical content for readers in the realm of business, marketing, and finance.

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