subject: Using Trade Show Booths Outside A Trade Show [print this page] Trade show exhibits are meant to be used inside an exhibition hall. They are designed to draw attention amidst a sea of other distractions, and they are meant to display products as efficiently as possible. All of these attributes are highly desirable for any marketing plan, not just during an actual event. However, before you retire your trade show booths until the next exhibition, consider these possible uses.
Trade Show Exhibits In Your Lobby
For businesses that frequently have customers waiting, putting the display in the waiting area is a great choice. Since the display is generally designed to be exciting and informational, it can often provide a great benefit by giving waiting customers something to do. Trade show booths can provide a lot of information in a short period of time while simultaneously reinforcing your brand. In addition, the framework should be sturdy enough that it can endure for quite some time as a supplementary marketing material.
In addition, having trade show exhibits set up in your lobby ensures that they will always be easy to transport when you have an event coming up. If you place them into storage, finding those trade show booths again may be difficult, or the storage company may require a long period of notice before they can retrieve them. If you know that the display is in your lobby, packing it up is as simple as taking it down and loading it onto the waiting truck.
Special Events
Trade show booths shine in any event, not just an actual exhibition. Many companies will reuse their stands in other settings where capturing attention is crucial. A booth can be a very potent tool for driving traffic to a sale your company is having or any other promotional event. Place the display somewhere prominent, or perhaps get a permit to set it up in a local mall or on a local path (weather permitting) and have it staffed. When visitors arrive, the staff can direct them to the store, potentially driving new sales.
Used trade show exhibits also make a great launch setup for a new product. This is particularly true if it has been used at a number of exhibitions and has some image recognition, or is particularly well branded with your logo or slogans. Regardless of the level of branding, having another display feature always works well when a new product is being delivered. Some companies may want to consider upgrading their booths before reusing them at a product launch. Some amount of updating is wise, if only because the original exhibit may have been created for a different product launch.
However, even if the display was designed with a different intent, it may already have the necessary shelving and support features for products of the new type. Particularly if your company chooses similar packaging or delivery methods, or if your items are small, you may not have to make any structural changes. Even if the packaging is different, a simple adjustment of the design may make reusing your old stands a cost efficient and strategically excellent option.
