Keys to A Successful Trade Show Display

A trade show can be a great opportunity to get your business “out there” and become visible to hundreds or even thousands of people who might not otherwise hear about you. Your success relies on your ability to set up a smart trade show display that best shows off you and your business. You will be competing with a lot of other businesses for eyeballs, so it’s important to do everything you can to attract people to your booth.

Use these great tips for ensuring you have the best trade show display possible!

Research The Show Beforehand

Knowledge is power. Learn about the history of the show. What sorts of booths have companies put up in the past? How much money do they spend on them? How many staff members? What you want is a booth that stands out from the crowd, but without being so far over-the-top that it seems gaudy or ostentatious. We like to look at how others style their displays for ideas and inspiration. We even have a Pinterest board dedicated to it!

Look Your Best!

If you think about it, a trade show is like a beauty pageant. People say they’re interested in personality, but they’re mostly judging on appearance. Make the best first impression you possibly can.

  • The trade show display itself should be colorful, attractive, and aesthetically well-balanced. The more professional the construction job, the better. Avoid “pictures stapled to cardboard” displays unless you absolutely can’t afford anything else.
  • Make sure all staffers are well-groomed and in attire that complements your booth and brand.
  • Keep the décor clean, tasteful, and inviting. Avoid clutter.
  • Use video if at all possible. A rear projection on the back of your booth, or even a TV, invites people to stop and watch. PowerPoint displays also work well.
Aries Engineering uses lighting to warm up their booth to make it inviting and promote their heated floors for RVs.

Aries Engineering uses lighting to warm up their booth to make it inviting and promote their heated floors for RVs.

Be Engaging With Visitors

Never forget, your number one goal is to get people interested in your product. Your staff should be the most friendly and personable people you have.  They need to get your message into very short conversations while still sounding spontaneous – so prior to the show, rehearse ways to engage prospects. Unless you really hook a visitor, they’ll likely only have thirty seconds to a minute to get your message across.

Get Those Contacts

Ideally, no one should escape your booth without you getting their information and them getting something with information on it. A few ideas on this:

Criterion Brock's trade show display actually has a cabinet as part of the design so staff can store materials and anything else they need for attendees.

Criterion Brock's trade show display actually has a cabinet as part of the design so staff can store materials and anything else they need for attendees.

  • Giveaways. People can rarely resist snagging bags of free swag at these shows. Something basic like a custom-printed pen works, but it’s much better to have a unique, distinctive, or useful item so it isn’t forgotten in a drawer at home.
  • Multimedia. CDs, DVDs, or (if you have the budget) thumbdrives with presentations about your product are a great way of getting more people to see your message.
  • Raffles. A good prize will certainly get a lot of folks to your trade show display.  This can help you collect you loads of personal information quickly, but the value of most unqualified contacts is limited.
  • Food or drink. It can be tiring walking the exhibit floor. Something as basic as cookies and fruit punch can get people to stop and chat for a couple minutes while getting a little pick me up.

Don’t Forget To Follow Up!

The job isn’t over when your trade show display is torn down. Consider having an employee discreetly keep track of your best leads, maybe using a smartphone. Start making callbacks and follow-up emails as soon as you can, before they have a chance to forget you after a long day of nonstop sales pitches. The more personalized the followup, the better.

 

Have a trade show coming up? Talk to us and we'll help you find a way for you to shine.  You can reach us at 360-635-5556 or at 503-766-3331.  Like filling out boxes? Click on the button below for our contact form.  Email more of your thing? Send a note to hello@sgsgraphic.com and a member of the SGS team will help you.