How To Successfully Design A Tradeshow Exhibit
Congratulations! Your company has secured a spot at this year’s big industry tradeshow. But now you have a problem – How will you successfully communicate your message to the audience? Words are powerful, but they can only take you so far. To draw attention to your product or service, you’ll really want to look at all your options for a custom tradeshow exhibit to make sure you come away with a cohesive marketing statement that leaves an impact on your audience.
Creating an engaging tradeshow exhibit requires both an eye for design and great communication skills. There are methodologies that are invaluable when creating a great looking trade show display – but it isn’t strictly science (there’s an art to it, too). If you have multiple items or modular elements, they’ll need to face the right direction to maximize the impact on the audience. You’ll need to think about their spacing and where they are in relation to other elements of your custom display. You’ll need to consider things like color, artwork, and the types of graphics you want to utilize. There are lots of details you might not think during your initial planning session. What kind of font should your messaging be in? Where will your booth staff be in relation to the rest of the display? Will you make use of video or be demonstrating any products live?
Unfortunately, putting together a successful trade show exhibit isn’t like outfitting a new home on a budget. You can’t collect pieces over time and throw them together hoping your exhibit will have impact based solely on your presentation skills. With a tradeshow exhibit, the sum is greater than the parts that go into it. Your custom exhibit should be something you’re proud of and a refined marketing statement that grabs attendees’ attention. In essence, it’s how you’re presenting your company to your audience – you’ll want to put your best foot forward with a powerful display that is well-executed. Beyond capturing your audience’s attention, you’ll want to continue to hold onto it. After all – engaging new prospective leads is the primary goal, right?
Once you start putting together some solid ideas about your overall concept and the messaging you want to impart, you’ll need to briefly stop yourself for a reality-check. Like all successful marketing vehicles, trade show displays cost money. What kind of budget do you have to work with? You’ll want to know how much of this budget you wish to allocate to the display, as well as how much you’ll need to allocate for overhead. The costs of exhibiting in itself can add up quickly. Things like travel arrangements, transportation, training your staff, paying for labor to install and dismantle your display – it all adds up. It might seem a little out of the norm, but it’s often beneficial to be up front with an exhibit design agency about your budget. More detail is great, because it gives them perspective on what you can afford and will give them some guidelines during the creation process. An enormous video projection might not end up being in the cards – you might have to get a couple monitors instead. This saves both you and the design agency time and money – keeping realistic goals and expectations is good for both parties. Any design agency worth their salt will be able to work with you to come up with creative solutions and create a great looking tradeshow display that still maintains your budget.
When you’re looking for inspiration, there are lots of online resources available to review to get new ideas. If you don’t have an in-house designer, consult your display manufacturer to work with one from their team, or for a recommendation for a third party designer. Keep in mind that this will be an additional cost, so factor this into your overall budget. A good exhibit design agency should be able to help you through every step of the process while maintaining your goals for design, messaging, and budget.