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Making a Knock-Out Trade Show Display

Entrepreneur.com

01/22/07 - 11:22 AM EST
This article was written by Jules Sowder of Entrepreneur.com

Your trade show exhibit is a direct, powerful reflection of the quality, image and service your company and its products offer. To be effective, the visual impact of your display must make a strong first impression and communicate your message in a matter of seconds to attract prospects to stop at your booth and learn more about your business.

Getting Started

As you begin considering the type, size, design and configuration of your trade show exhibit display, answer these questions:

1. What do you want to accomplish through trade show participation?

2. How do you plan to use your exhibit to meet your objectives?

3. How large are the events in which you plan to participate? Do they attract local, regional or national audiences?

4. What location type (in-line, corner, end, island) and size of display space will you reserve?

5. How many events will you participate in annually?

6. How will you transport your display to each show?

7. How much money are you willing to invest in your exhibit? The cost of your booth, lighting and accessories can range from under $1,000 to more than $20,000 for a top-end customized display.

Types of Trade Show Exhibit Displays

Whether you decide to produce a custom display or adapt a used or rental unit, the type of booth you need will be based on the kind of shows you attend and what you want to accomplish at each one. Here are some standard types of displays:

Choosing a Trade Show Exhibit Display Company

Search the internet for trade show exhibit display companies, and it'll be readily apparent that there are many suppliers from which to choose. Let me warn you: It may be daunting to figure out which company has the expertise you want, can effectively communicate and service your needs, will deliver your booth on time, can meet your budget requirements and guarantees the work.

Therefore, the best place to start sourcing a supplier is to visit a trade show and talk with exhibitors in noncompeting fields who have the type of booth you like. Or you may want to get referrals from professional organizations, your chamber of commerce or colleagues. Once you have a list of possible suppliers, check references, meet with them to understand how they work and check how long they've been in business.

Graphics and Signage

You want your trade show graphics and signage to grab people's attention and draw them into your booth. Most suppliers provide graphic services either in-house or on a contracted basis. Check out the work they've done for others. If you don't like what you see, hire your own graphic designer to help produce artwork for your booth.

Be sure signage with your company or product name is highly visible, well lit and features large, easy-to-read type. You may want to have multiple signs in different areas of your booth. Keep your message succinct and direct. After all, you only have about three seconds to make an impression and turn a prospect into a viable lead.

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