Everything You Need To Know For Successful Trade Show Exhibits

Exhibitions are an important opportunity for a company to enhance their brand and product visibility

. Designing a company's trade show exhibits is vital as the exhibits can generate leads, drive sales, establish meaningful goals as well as solidify relationships with new and current customers. Trade shows also make it easy for companies to stay on top of the latest industry trends and make key industry contacts.

It is important to do some research prior to selecting an exhibition to attend, as some are better than others. Work with the budget to create a strategic marketing plan and ensure that the company's strategic marketing and exhibit marketing plan are in total alignment.

Planning the Exhibit Strategy

Planning an exhibit strategy is important to ensure the company receives the highest ROI from the show as possible. Choose the most effective trade show booths that meet both the marketing needs and the budget requirements by evaluating different sizes, designs and configurations. Companies should also take into account the cost of booth space, drayage (the cost to have the exhibit materials moved from the loading dock to the booth and then back again after the show), product literature as well as any other expenses that go into an exhibition.

To keep drayage fees down, companies should consider buying or renting custom trade show exhibits. Suppliers and designers can help choose an exhibit specifically designed to meet a company's goals. There are a multitude of custom and modular exhibits to choose from these days that are also lighter than in the past, thus keeping moving costs down.

The Right Accessories

Although the type of exhibits a company chooses are important, equally important are the accessories, graphics and lighting techniques used to heighten visibility. Other options to consider are flooring, marketing materials and technology. Lighting provides safety for visitors along with visibility of all a booths' features. Technology can be used to improve access to information, presentations and audio to boost the effectiveness of the booth.

A company only has three seconds to attract and captivate their audience, therefore these accessories at their trade show booths are vital in telling people who the company is and what products and services the company offers.

At The Trade Show

There are also certain things that should be done while at the show to ensure visitors have a reason to visit the exhibit. It is important to use trade show booths to help the company highlight the products being offered, but more importantly to help visitors make the connection between the product being offered and how it fills a solution to their needs.

Exhibits should make a strong statement and have a key message that communicates a significant benefit to the prospect, all while being a welcoming space. Speaking of a welcoming space, an often overlooked aspect of trade show displays is the staff. A company should make it a priority to ensure that team members are warm and friendly, in addition to being well-trained to represent the company, generate leads and help the company secure sales.

Although there are many aspects to think about before and after an exhibition, by carefully planning an exhibit strategy, equipping the display with the right accessories and making the most of your time while at the show, a company can reap the rewards of successful trade show exhibits.

by: Chris Harmen

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