How To Design Trade Show Exhibits As Part Of A Marketing Strategy

It is important to ensure that trade show exhibits integrate with a company's marketing strategy so as not to confuse the consumers

. One way companies can guarantee that the right message gets across to their customers and prospects through effective exhibit design.

Things To Consider Prior To The Exhibition

Prior to exhibiting, select shows and spaces that work for the company, and understand what elements will make your trade show booths more productive as a workspace. Decide what kind of image the company would like to convey and what goals the company is hoping to accomplish by exhibiting at an event. Once a conclusion is reached, a company should identify which exhibit size, shape and design corresponds with the company image and what fits within their budget.

The Design Of The Exhibit

The exhibit design is vital as each element should communicate the company's message, showcase the products and entice the audience to come and check out what is being offered. The exhibit is a powerful communication tool in your marketing strategy that is designed for maximum impact and functionality including elements that establish a mood, inform or pre-qualify prospects, provoke useful questions and create lasting impressions.

There are accessories to include within trade show exhibits that further assist to showcase the product. Ensure that literature and marketing collateral is organized, making the booth a welcome space for visitors. Additional attractions used to entice the customer range from live presentations, demonstrations and follow-up promotions. Live presentations and demonstrations allow the customers to actively participate so they can interact with the product or service.

Graphics attract attention to the trade show booths and tell the customer who the company is as well as what products or services are being offered. Whether the company chooses a small or large exhibit, the graphics should be easy to read from far away so people are not struggling to understand what is being presented. In addition, ensure that the exhibit theme is easily presented and understood, the colors are attractive to the eye, lighting is adequate for the viewing and safety and most importantly the exhibits are memorable. The graphics and visual elements create a visual connection; however, other senses can be stimulated to reach the audience such as sound, smell and even taste.

After The Show

Having the right design elements as part of your trade show booths is important because it allows the booth staff to draw in and engage visitors in conversation; ultimately qualifying them as targeted leads for post show follow-up. This is important as sales usually do not occur at the show, so the companies have to develop relationships during the exhibition. This is why it is so important that your trade show exhibits be fully integrated elements in the company's marketing strategy.

Trade show exhibits require careful planning and execution of these strategies, utilizing the above information to design the exhibit as a vital part of a company's marketing strategy. To be a truly effective marketing tool, it is important to ensure the display reinforces the company's message and is making an impact on the audience, ultimately creating a memorable experience with the product or service that is being offered.

by: Chris Harmen

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