Trade Show Display Advice

By: Barry Siskind

A dilemma many exhibitors face is how much information to include in their trade show display. For small exhibitors with one or two product offerings the answer can be difficult. For larger exhibitors with a multitude of products and services which might also include several departments, the answer can become a nightmare. There is often so much to tell and the exhibitor wants to make sure the visitors get the right message. The solution starts by taking a step back and looking at the trade show display from the visitor’s perspective.

Show visitors begin with the best of intentions. They have walked the show and seen dozens of exhibitors displaying a myriad of products. If there is a technical program at the conference or event, they will have also sat through a number of seminars and workshops. These visitors are only human. There is only so much information the human mind can absorb. So, the lesson to be learned is that creating a trade show display that tells too much is self-defeating. The last thing these attendees want is more information.

Another consideration is that in many cases, visitors already know the details about your product or service. They learned about it on the internet. They visited your web-site, read reviews in trade magazines and heard from their community through social media. Once again a trade show display that attempts to tell people what they already know is futile.

The solution is to ensure that the attraction efficiency is maximized when you are creating your trade show display. This means that a good trade show display will grab your visitor’s interest quickly without adding to the confusion they may already be experiencing.

This simple lesson may be easier stated than implemented. The trick is to look at the world of marketing.  We are inundated with marketing messages everywhere: billboards, radio, television, newspapers, magazines, the back of ticket stubs, across the outside (and sometimes inside) of subways and buses, elevator doors, the computer you are using at this very moment, sidewalks, movie theatres, you name it. It seems that there isn’t a blank space that hasn’t been touched by a marketer. Your visitors have experienced the same. Marketing clutter is unavoidable.

So, the most productive method of creating an attractive display is through simplicity. It’s not a matter of what more you can say, but how you can say it with less. This starts with a clear focus for your trade show display and two crucial criteria – what is the message and who is it designed for?

What is the message?

If I were to ask you to identify your brand message in one or two sentences and you hesitated, that should be a clear clue that homework is needed. Trade show industry guru Bob Dallmeyer says, “If you can’t write your idea on the back of a business card, it’s not an idea.” How true this statement is.

What about those exhibitors with multiple products or those who share the costs of the trade show display with their departments. How do you handle the conflicts in messaging? The answer highlights the need to create one overall message rather than trying to broadcast many. Then once you have the attendee’s attention, you can direct them to specific areas in your trade show display where their needs will be met.

Who is the message designed for?

Assuming that everyone who is attending the event is interested in your message or will buy your product is a fallacy. Albeit there may be some situations in well targeted regional shows where you are looking to reach a very specific market. But in most cases trying to reach the entire audience may not be productive. The solution is to ask, which candidate will respond most favorable to my message (or product offering)? Create a profile ahead of time of who this person is then when you are designing your display keep the profile in mind.

Next time you are developing a trade show display let simplicity guide your decisions. You will find you results significantly better.

What do you do when you have a custom exhibit one color and you need it another color? What happens if your booth is an inline and you change your booth space and need to reconfigure it to be smaller; but the ends don’t really match each other? What if you want to change your existing custom display but do not have a lot of money in the budget? You use vinyl!

Applying a new surface covering provides an alternative way to change the color and the texture of your trade show display. This self adhesive covering will coat over your existing trade show display structure. It is an easy and effective way to revitalize your custom trade show exhibit.

The benefits include:

1. Low cost solution
2. Available stock for fast delivery
3. Variety of colors to choose
4. Textured surfaces available
5. Easy to apply
6. Environmentally friendly

In this example, the client changed their booth space and their trade show exhibit no longer matched their requirement. They did not want to purchase an entirely new trade show display because they were primarily displaying their product. So they chose to resurface a portion of their booth structure to match a series of rented tables that were used to place their product on and they added more color to their space with a series of new banners stands. The estimated cost to resurface this portion of their trade show display was slightly over $1,800; compared to an over $9,000 price tag to recreate their entire custom exhibit with a new color laminate. This is a huge cost savings initiative that provided a unique and creative new exhibit design for this show.

What is the process? A determination needs to be made to see if your trade show display is a viable option for this type of solution. The booth needs to be set-up and totally cleaned before any new surface can be applied. The area that is being changed needs to be sanded down and the key is to be able to apply the new coating in smaller sections so that you do not create many bubbles in the process. This way of changing your color is designed to help clients get through one additional budget year. This is not considered a long term solution. But if your situation is presented to our company, we will work with you to find the best solution. Our staff is equipped with the tools and products to make this surface change a reality. Contact us for additional details at 877-730-5300 or visit our website at http://www.thetradeshownetwork.com

By: Barry Siskind

Looking at the return on your exhibit investment often has to do with monetary gains. But what if you are among the many exhibitors whose objective has nothing to do with sales?

Are these exhibitors doomed to a life of never knowing whether their exhibit program is yielding value? The answer is “no”. Corporate and not-for-profit exhibitors can enjoy a non-monetary value of their exhibition program if they know where to look.

The 2009 Center for Exhibition Industry Research study called “The Cost Effectiveness of Exhibition Participation reported that over two thirds of respondents either agreed or strongly agreed with the following three statements:

• Exhibitions increase corporate and/or brand recognition,

• Exhibitions assist in gaining/retaining market share,

• Fewer sales calls are needed with an exhibition lead because the decision maker was able to meet with staff at the exhibition.

The conclusion was that there is additional value to a show beyond the ability to generate leads. Exhibitors who focus on lead generation alone look for a return on investment (ROI). Exhibitors who focus on non-monetary objectives look for a return on objectives (ROO)

Calculating ROO is a matter of taking the following steps.

1. Articulate your objective

Non-monetary objectives include such things as your ability to reinforce relationships with existing customers, introduce a brand message or create awareness. The trick is to think carefully about what is the primary focus of your exhibit.

2. Identify who the message is for

Except in the case of a highly focused show, rarely will one message be of interest to all the attendees at a show. It is important to create a profile of the person who will most likely respond positively to your messages.

3. Quantify

Putting a number to the objective is simplified once you have completed the first two steps. Your quantified objective now reads, “I want to introduce three key messages to fifteen senior buyers of large chain store.

See how clear it can become?

4. Determine your performance indicators

You now need to ask the question “How will you measure the results?” The answer to this question is in your performance indicators which are the tools you will use for measurement. Performance indicators can include such things as surveys, post-show web-traffic, or appointment with qualified buyers. Choose the performance indicator that makes most sense for measuring the specific objective. When you change your objective you may also need to consider changing the performance indicator.

5. Establish your benchmarks

Benchmarks are an important consideration with non-monetary objectives.  Benchmarks provide you with an objective method of measuring improvement.  Let’s say that your non-monetary objective is to reinforce brand awareness and you choose to measure it with a survey of trade show booth visitors. Before visitors leave you should ask them a few pointed questions which will reveal their perception of your brand before they entered the trade show booth and the change in their perception after the visit.

Let’s say that at a show you found an increase of 20% in visitor’s awareness of your brand message. The next time you go to this show you now have a benchmark which you can use when making changes to your display and your booth personnel’s approach. You might target to increase the percentage or leave the percentage the same but at a lower cost.

You may always have thought that there was real value in your exhibit program. Now you have a way to prove it.

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If your business is struggling, then you should entertain the idea to increase your marketing or cold calling in order to find more clients. You probably have a great product, but you can’t seem to get anyone’s attention for it.

This is a common issue, but there are ways to fight it. One of the most popular ways is for your company to attend a trade show. By attending one of these events, it is possible to meet a completely different audience than you usually market to.

Most of the spectators at these events are looking to purchase something or start new business ties, so it is a good idea to attend these events. If you decide to go, you will need to find an exhibit booth rental. This is important because you will need to find an exhibit booth rental location for your display.

Once you do find this location, you can begin preparations for the event. There are various companies you could find to ask for their expertise in the area. They help train you and your staff on the optimal ways to go about the trade show.

With their assistance, it is possible to become much more successful during a trade show. They will recommend little things like to make sure you have something to hand out. This could be a small pamphlet about your company and a description about the product.

This could also be a sample of your product. Giveaway items like a t-shirt, hat, or pen are also extremely successful at these events.

By handing something to a potential client, you increase the chance of them remembering your business. With the training your staff will receive, there is a good chance your overall efficiency on normal business days will increase.

Your staff will experience training in sales techniques during this event for no cost. This is advantageous for you because if you can sell your product and train your staff at the same time, then you are in great shape.

Many of these trade shows occur nationwide, so it is important to decide which shows you will attend and what products you will bring with you. If you have a good location with your exhibit booth rental, then your business is on the fast track to success.

It has been proven that companies that attend trade shows find more success in the market than those who are sticking to typical business practices.

This makes it more appealing for your business to attend a trade show. There are companies that can provide a trade show exhibit booth display to your company for a low price. You can either purchase or rent this trade show exhibit booth display.

The company will assist you in customizing this display. More than likely, you will want to add your company logo and name to the structure. Other recommended additions would be photos of your product line, a telephone number for ordering or questions, and a computer terminal.

With a computer terminal, you can make it possible for potential clients to sign up on your business’ website. Once you have their e-mail or other necessary contact information, it is relatively simple to go about contacting them in the future.

This way even if they do not seem interested at the event, it is possible to send them information with no worries.

Another advantage is that a potential client can see your website. With this available to them, they can see what you have to offer them in terms of service and products.

Most clients judge a company off of their website, so it is crucial to make sure you have a professional website that is appealing to potential customers. Many of the businesses at a trade show might not have a professional website, so it is important to make sure you devote the necessary expenses to this facet of your company.

Other than those recommendations, there is nothing extra that could entice more potential clients to visit your trade show exhibit booth display. Make sure you and your staff has a friendly smile, and possibly play a video to attract potential clients. Overall, this is primarily a marketing event, so be sure to sell you product!

Surprisingly, a trade show exhibit rental has more creative capacity and customizable options than an owned exhibit. That’s because you’re never stuck with what you’ve bought. You always have the capacity to change and modify the exhibit to your liking. Don’t think you’ll be getting something straight out of a can just because you’re renting. You’d be surprised. You can actually rent an exhibit that’s every bit as customized and brand specific as one you’d own.

The personality of a trade show exhibit rental comes out in the components you choose. Even though the pieces you assemble to make the exhibit are rented, the entire exhibit is uniquely designed to your specifications because of the assemblies you choose. The variety of components available keep your options open. You don’t need to settle for a tired or used exhibit. A rental exhibit shouldn’t look like it was rented in the first place.

Yet when you rent, you have the option to change. Updating your exhibit is as simple as renewing the components. You simply swap rental components with other rental components to achieve a fresh and new look. This can be helpful when you need to update your act, either because of product development or a fresh message. When you rent, you aren’t stuck. Changing can be done every show, every few months or once a year.

It’s a great option if you tend to work the same shows routinely, as it gives your audience something new to look at with fresh eyes. Don’t look tired or has been. Keep your image developing with an exhibit that can evolve with the times. Don’t look like last year. Start each show ahead of your time.

Renting to own is always an option if you like the exhibit enough to up the ante of commitment. Your rental commitment will go towards your purchase, so you won’t be out anything if you decide you in fact want to own the exhibit.

Keep your options open with a trade show exhibit rental. You not only avoid making a long-term commitment, but you have more options to update your display for a more current presentation that’s up with the times. Don’t let your message get stale. Rental options keep your commitment flexible with more capacity for change and creativity. Find a rental solution that’s customized to your needs and doesn’t even look like a rental.

You don’t always know when you want to commit to a trade show exhibit. You may be showing off a particular campaign that’s only seasonal or for a limited time.

It maybe a special exhibit for a particular trade show that you will only need once. Perhaps you are giving the trade show circuit a try for the first time, and don’t know if you are ready to plunk down some serious financial commitment into the project.

In these cases, an exhibit booth rental may be the best option. When you aren’t ready to buy a permanent display, renting a trade show booth can provide you the message you need without being saddled in expenses or long-term commitment.

It also makes it easier to freshen your display to keep the image current. Renting displays has many advantages, some of which unrelated to the lower costs incentives.

An exhibit booth rental is an easy way to keep your approach fresh, which can be handy if you run the circuit enough that a new image may be helpful.

You can easily change the display by swapping out rental components, bringing a fresh look to every trade show. Rental options are the cheapest means you have to keep your display from looking tired.

Freshness and a customized originality are the keys to quality exhibit rentals. It’s a myth that you can’t have a customized display through rental options. Because you can create an exhibit from a wide array of rental components, it’s very easy to come up with an exhibit that has an original approach as well as brand recognition.

The key is to not make an exhibit booth rental look like it’s been rented. It should look like the brand you are presenting, assembled in an original and captivating manner.

When you rent equipment, you actually have more creative options because you can switch the display up from time to time. With a wide variety of components, design and originality is only limited by imagination and concept.

If you rent from a professional trade show design network, you’ll have help with that too, even through rental options. They’ll discuss a marketing campaign to design a booth that presents your campaign in a visually enticing story.

Make connections with an image that commands attention, even if you’re renting the components that compile its design.

So you are trying your hand at attending a trade show or conference, but you really don’t know if you’re ready to make the leap and own a trade show booth.

Who knows if you’ll attend another one? You may even have a temporary need for a booth for a particular marketing campaign and you don’t want to have to purchase a new booth just to pull it off.

Have you considered a trade show rental exhibit? It’s a great way to get an exhibit together that’s cheaper than purchasing it.

Of course, you want the trade show booth to be original and particular to your company. Did you know you can customize a unique presentation with a trade show rental exhibit? You can rent components of exhibits so that the entire exhibit is unique in itself, even though you are only renting. Rental units can take a customized, personal approach.

You rent components like accessories and then compile the whole into a unique exhibit that carries an individual message.

Rental is a great option when you have a short-term need and a limited budget. You can apply the same branding incentives as you would for a customized exhibit, and in fact create your rental through a unique choice of rental components.

Even rental design should reflect a consistent look and tone with your current branding image and message. Rental doesn’t have to look tired and used. It shouldn’t look like a thrift store. The last thing you need is to have your rental make it look like you are trying to save money.

With a huge inventory of rental selection, you can bring a personal approach to your exhibit even if you are renting the equipment.

In fact, rental makes it easy to keep your message fresh by keeping it up-to-date and original. It’s especially helpful if you attend conferences several years in a row. You might get the same people. A new message keeps it current and relevant.

Don’t assume your rental options have to be unoriginal. With a complete rental inventory, your trade show rental exhibit can be as customized as anything purchased.

Rent equipment that reflects your brand in a unique way that stands out in a crowd. Rent, but still keep your options open.

There are companies who return from trade shows and conferences like kings who have enjoyed the gold of distant lands.

Still, other businesses return from the same shows defeated with barely a handful of emails to hand to the pile. What gives? What makes the difference between a successful experience at a trade show and one that’s futile?

Often, it comes down the quality of your trade show booth display. Trade shows tend to contain an overwhelming amount of information from countless presenters. If you ever hope to stand out, you need a message that’s presentable and attractive.

You need a trade show booth that commands attention from across the room, one that tweaks passing curiosity. You need people to pay attention to what you have to say.

Where are you ever going to have time to make one yourself? You’ve got a business to run, but you also have the challenge of connecting that business to future partners and markets.

With professional trade booth services, your message can be better presented and more effective. Investment in a professional trade show booth display is worth every penny when you consider that your message will be worth listening too.

Think about the efforts you put into attending a trade show or conference. There’s not only gas and hotel rooms, there’s your personal time. You are using time that you’d honestly rather spend with your family or other business projects. Trade shows are serious investments.

If you are going to invest travel expenses, not to mention time and effort, it makes sense you’d want to put a little extra into making the message presentable.

A good trade show booth display can make all the difference between success and a high percentage of ROI and going home empty-handed. Professional services can do the job for you, presenting a visually attractive platform for your message to get across, even from the other side of the room. Why not leave the message presentation to the professionals?

You have enough to do already. If you commit to a trade show, make it worth the effort. Get your message across at any conference and make the contacts you need.

An exhibit booth rental can be just as potent and effective as a custom built display if you are working with the right trade show network company. The right trade show network company will offer you as many options for rentals as they have to offer those clients who are looking to purchase a display.

A great exhibit booth rental will accomplish everything that a custom built display is built to accomplish. All you need is a great trade show network company that can offer you a wide variety of options. Ideally, you will be able to choose from portable displays, pop-up displays, eco-green display and accessories, counters, pedestals, cases, crates and even 3D banner stands. These are just an example of the variety of products your trade show network company should be able to offer you.

If you’re not sure whether or not to rent or buy, here are some things to consider. First of all, if you are only planning on participating in one or two trade shows in the near future, renting is probably a good option. That way you don’t have to worry about storing a display until next year’s show. Or if you find that your marketing budget is limited, renting will also be a great option. But if you see yourself becoming more interested in trade shows and you plan on entering more as the year goes on, it would definitely be a cost effective option to buy a custom display.

You can also consider renting the exhibit display and purchasing an accessory to use for future trade show events or strong accents at other events. For example, a cylinder banner stand is unique, eye catching and, if the graphics are done right, they can make a powerful statement. After you are done using the banner at the trade show, you can get more use out of it by putting it in an office lobby, store front or use it at small, future promotional events.

Whether to rent or buy an exhibit display can be a difficult choice if you’re new to the trade show business. But if you consult a professional company, they can give you some tips and pointers on why or why not to rent an exhibit. In any case, it is always good to consult a professional trade show network company because, most likely, they will offer you some things to consider that you haven’t thought of on your own. Since everyone wants to be prepared and organized when the big event comes around, consulting an expert on the matter is the best thing you can do.