Designing effective trade show booth displays shouldn't require a degree in advanced chemistry or nuclear
physics. In actuality, it is basically just requires a bit of common common
sense (and following the three guidelines listed in this article).
Unfortunately, the fact that it is common sense doesn't mean effective trade
show booth displays are all that "common". From my experience, many
exhibitors just don't use their heads when they create their trade show design.
But if you follow the common sense advice in this article, you'll know how to
create and design an unique and effective trade show booth display that will
drawing prospects walking by booth into your booth, where you can convert them
into customers (and isn't that the reason you're at the trade show to begin
with?) Creating an effective design is a simple matter of focusing on the
following three points.
First, you need to get noticed. Think of your trade show
booth as a needle in a haystack. Your booth design must differentiate your
display from all the other trade show booth displays. You won't get much booth
traffic if people just ignore your booth and walk on by. One time-tested way of
"getting noticed" is to have a catchy tagline with a captivating
background image.
Second, your design needs to clearly state who you are and
what it is that you do. Make sure your company name is at the top and is easy
to find. You must also explain what your company actually does. Ask a friend or
colleague to quickly glance at your design and then ask them who you are and
what you do.
Third, you need to explain WWIFM (what's in it for me,
"me" being your potential customer). This is a critical part of
having an effective design. People are interested in how you can help them -
that is why they will stop and talk. For example, if you are a marketing firm,
you might say how many new customers you can get them. Whatever you do,
remember to tell people how you can help them - this is the most important part
of any effective design.
In the end, it comes down to this. Designing effective trade
show booth displays means creating a design that does the three things above.
Your design has to get noticed and stand out from the other designs. Your booth
design should have your company name at the top and what your company does. And
most important, you need to list the benefits your offer (how you can help
people). If you want to be successful at trade show marketing, you must insure
your trade shows booth display design does these three things. Good luck with
your next trade show! And may you end up with more trade show booth traffic
than you know what to do with!
