Making a Knock-Out Trade Show Display

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:

• Pop-up displays consist of lightweight folding frames covered with magnetic-backed fabric, vinyl or plastic panels that create curved or angled walls.

• Panel displays are a flexible option that consists of fabric-covered rectangular sections that are connected to make a wall. They can be readily adapted to different booth sizes and configurations.

• Tabletop displays are inexpensive, lightweight displays that sit on the top of a table and are typically used for smaller events. These displays usually have three panels with Velcro-attached graphics and headlines that can be easily changed and updated.

• Pull-up displays are a lightweight, easy method to accent your booth. These function like a window shade in reverse and can be placed together or in different booth locations based on your design needs.