Whether you're new to trade show exhibit design or an expert, there is always more to learn about the art and science that makes these units so successful. These five tips range from fairly common sense surprises to advanced techniques, including some that even the most distinguished designers might not know. You may have made use of some of these facts, even though you never took the time to think about them. Some of them are geared more toward design, whereas others tend more toward implementation or getting the most value out of your trade show booths. One thing holds true with each one: they're core facts that every designer, marketer, and company using trade show displays should know.
#1: There Is No 'Best' Trade Show Exhibit
It's impossible for any one unit to be objectively superior for every company in every situation. While some might argue that it's always better to have a larger unit, at many conventions that just doesn't hold true. The perfect unit for your business might not be the perfect unit for someone else - and that's as it should be. Don't be tricked into investing in a 'best' unit without thinking it through, and watch yourself if you start thinking of any one design as inherently superior.
#2: The Sticker Price Isn't A Unit's True Cost
Even veteran buyers often fall for a lower list price on the same unit. They'll buy it, never realizing that the price paid upfront is only one part of the package. The true cost of any trade show exhibit is its price tag plus supporting costs like travel and storage. Another factor to consider is the cost of logistics and interacting with a company that may or may not stand behind its products. Don't be fooled by the sticker price - research the benefits that come with your unit and the company that's selling it before you buy.
#3: Trade Show Booths Don't Always Have To Be Customized To Be Great
Modular units and banner stands have both proven successful when used in place of trade show booths at major conventions. The prevailing wisdom used to be that only a large and heavily customized exhibit could successfully get attention and wow the crowd - nowadays, that just isn't the case.
#4: The Best Designs Target More Than Just Selling And Attracting Visitors
It's easy to lose sight of the true goal of a booth: promoting your company. Selling more units or attracting x number of visitors is just a step towards that goal. Ultimately, you want to interact one-on-one with your visitors, informing them about your current products in the process but also making them feel a personal connection with your business. Selling one unit is good; building a relationship with a customer who will come back and buy units again and again for years to come is even better.
#5: Sometimes, The Only Rule Is That There Are No Rules
Following advice, growing, and learning are all key attributes that any good trade show displays designer should have. A capacity to adapt is one of the best tools in a marketer's arsenal. Sometimes, it's important to know when all of the rules you've been taught and everything you've learned needs to be discarded in favor of something even more important: innovation and growth. As you continue to learn about trade show displays, you'll discover that some rules are meant to be broken and some tips are meant to be discarded.
#1: There Is No 'Best' Trade Show Exhibit
It's impossible for any one unit to be objectively superior for every company in every situation. While some might argue that it's always better to have a larger unit, at many conventions that just doesn't hold true. The perfect unit for your business might not be the perfect unit for someone else - and that's as it should be. Don't be tricked into investing in a 'best' unit without thinking it through, and watch yourself if you start thinking of any one design as inherently superior.
#2: The Sticker Price Isn't A Unit's True Cost
Even veteran buyers often fall for a lower list price on the same unit. They'll buy it, never realizing that the price paid upfront is only one part of the package. The true cost of any trade show exhibit is its price tag plus supporting costs like travel and storage. Another factor to consider is the cost of logistics and interacting with a company that may or may not stand behind its products. Don't be fooled by the sticker price - research the benefits that come with your unit and the company that's selling it before you buy.
#3: Trade Show Booths Don't Always Have To Be Customized To Be Great
Modular units and banner stands have both proven successful when used in place of trade show booths at major conventions. The prevailing wisdom used to be that only a large and heavily customized exhibit could successfully get attention and wow the crowd - nowadays, that just isn't the case.
#4: The Best Designs Target More Than Just Selling And Attracting Visitors
It's easy to lose sight of the true goal of a booth: promoting your company. Selling more units or attracting x number of visitors is just a step towards that goal. Ultimately, you want to interact one-on-one with your visitors, informing them about your current products in the process but also making them feel a personal connection with your business. Selling one unit is good; building a relationship with a customer who will come back and buy units again and again for years to come is even better.
#5: Sometimes, The Only Rule Is That There Are No Rules
Following advice, growing, and learning are all key attributes that any good trade show displays designer should have. A capacity to adapt is one of the best tools in a marketer's arsenal. Sometimes, it's important to know when all of the rules you've been taught and everything you've learned needs to be discarded in favor of something even more important: innovation and growth. As you continue to learn about trade show displays, you'll discover that some rules are meant to be broken and some tips are meant to be discarded.
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