Trade Show Booth Marketing For Smaller Events

Although many companies view a trade show booth as instrumental for any large convention

, many will forego a display for smaller venues. However, many experts recommend that companies use novel arrangements of new display technology for an impact at small shows. Combining portable exhibits with more traditional exhibit elements can have a dramatic effect if used properly.

Understanding Portable Exhibits

There are a number of different structures which fall under the heading of portable exhibits. Perhaps the most obvious example is something like a banner stand, which can be disassembled and carried by one person. However, portable exhibits are in fact a larger tradeshow stand class. They are any type of structure which can be moved with relative ease, and set up by relatively few people. They may or may not be modular structures, capable of being rearranged during setup.

Whether or not your unit is modular, having an easy-to-move design may be a criterion for some businesses to reuse their trade show booth. At a major event, your company may not hesitate to hire assistance for setup. Yet at a smaller event, you might not have room to set up the entire display, or you might find that hiring the crew for the setup is prohibitively expensive. Choosing a portable option makes both these problems unimportant.

How To Position Your Trade Show Booth

Once you have determined that your company can reuse your tradeshow stand in the space allotted at the smaller show, your first concern should be the layout. Consider how your exhibit flows when set up in a large space. Can you leave some parts of the exhibit out in favor of better traffic flow? If your space is dramatically smaller than previously, you might consider avoiding pillars in the center of the space. Although good for large areas, they can become distracting and cramped if you need to downsize. Also be aware of the overall layout of your display area - are you on a corner, able to appeal to visitors from more than one entrance? Be aware of every square inch. Do your best to ensure that visitors can tell your booth apart from all angles.

Downsize Your Tradeshow Stand, Not Your Presentation

Your overall exhibit will be facing a smaller scale at a smaller event, but that doesn't mean your marketing is any less important. Ensure that your staff is comfortable circulating within the new space. Ideally, you should practice with the layout before the day of the convention. If the space threatens to become too cramped, see if your tradeshow stand can be modified somehow to make it take up less room. It is often possible to move a trade show booth slightly and change it from a traffic stop to an area with great flow. Just ensure that no content is lost in the transition.

The key to a great presentation in a smaller space is to play with your tradeshow stand. Take time and consider how it should be set up for maximum impact. If possible, get outside opinions. There are no distinct rules for layout; your best choice will depend on your brand and the image you want to portray. With enough time and a suitable exhibit, you will find your company enjoying success at smaller events by repurposing your large display.

by: Chris Harmen

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