subject: The Four Main Elements Of Successful Trade Show Displays Design [print this page] Trade show exhibits not only need to look good, they also need to function properly while highlighting the most important elements and grabbing the attention of attendees. This is no easy task, but it's not impossible. In fact, a successful trade show display needs four important elements to accomplish all this and more.
1 - Empty Space To Create A Path
One of the biggest mistakes companies make when designing a trade show displays is using too much of the available space for stands and other marketing components. This makes them far too difficult for attendees to get in and out of the space, and therefore, they'll just skip it and move on to the next. It also makes it too difficult for the staff to approach interested leads. When designing trade show exhibits, be sure to create a generous path in and out, or better yet, leave the face of the display open and set it up in such a way that visitors are drawn toward the center.
2 - An Eye-Catching Focal Point
All trade show exhibits need something that attracts attendees and encourages them to come in for a closer look. This should represent the main point of the company's marketing plan and help turn cold leads into hot profitable conversions. Everything else included in the show should then extend from this, including any marketing materials and brochures attendees will take home with them.
The focal point should never be a product or service. Instead, it should represent the benefits and qualities these products and services have. This makes it easy for the target audience to make the connection between the items being offered and a solution to their needs.
3 - Something For All The Senses
Graphics and marketing materials are only some of the components needed for successful trade show displays. Lighting is important to draw the eye toward the focal point and other important elements in the booth. Movement can attract attendees, pique their curiosity, and encourage them to ask questions and find out more about the products and services being offered. Music or a presentation can catch a visitor's ear and cause them to look for the source of the sound, enhancing the power of the booth's other elements. Then, there are other small sales tips and tricks like games, prizes, gifts, and even a light scent.
4 - Use Color Wisely
While it may seem like a minor detail, color can really help attract show visitors to trade show displays and help influence their thoughts and impressions of the company. Dark blues and greens give off a feeling of professionalism while red and yellow portrays a feeling of excitement. However, it's important not to make the booth too overwhelming and unprofessional by using too many colors.
Trade show exhibits can be extremely successful and have a great ROI if they're designed properly. With some careful planning and the right combination of elements, businesses can draw in the ideal target market and experience the true power of exhibition marketing.
