So you’ve decided to invest the time, the money and the thought into your trade show exhibit. Great! This is a good start in preparing for a successful trade show. Before diving into the technicalities and specifics of the product you are selling, think about how you will go about presenting it to your consumer markets.
The setup and organization of your exhibit is crucial in how consumers will see your product and company image. No one will feel confident in buying from a company that is disorganized – running left and right to grab information, products, or prototypes. Let’s look into several factors to consider that will prevent an absolute trade show disaster from unfolding.
Where do you want to be situated? Depending on what you want to sell, you may want to be near certain places or in an area with more space. If your product or service needs detailed explanations and presentations, you will want to provide sufficient seating arrangements and perhaps a separate presentation booth (apart from the product or prototype display) for interested consumers who want to see your product in action.
Another area to reflect on is the portability of your exhibit. Will your display be displayed at many small shows, a large-scale event, or several exciting trade shows? How long will your exhibit be stationed there? For small trade shows, you may want to go with portability. At a large show, a grand, complex display might fit the event more appropriately and attract more consumers. Keep in mind how much time you need to spend on assembling or disassembling your display!
The question is “where do I want to stand out?”. There is no single correct place to set up the various displays at a trade show. Many exhibits that sell similar products are situated together in the same general location to drive traffic and more targeted consumers. If you believe that your product has a good opportunity at beating out its competitors, based on the product itself and how well you pitch it, then a booth near the competitors is a great idea.
However, a concern is the distraction around your exhibit that may occur as a result of screaming competitors trying to lure your prospects away. An advantage to being a unique display in an area is the extra time you get to explain and sell your product to the consumer without the other competitors jumping up and down trying to get attention. Though, it would be helpful to set up your booth in an area where other booths are selling to the same target market as well.
Details, Details, Details.
The minor details are what give consumers a deep impression of not only your product, but your company as well. What is your product? How are you going to display it in a way that people can see it, and have it stand out from your competitors’? This could include providing consistency between your display and your company colours, logos, and so on. Consumers love consistency because they can relate better to it. Also, bright lighting may play in your favour simply because consumers can see better.
Other details to pay attention to could be where potential media coverage may take place, the size of other displays, and your consumer tastes. Lastly, things that all consumers enjoy – to a certain extent – are freebies! If applicable, make sure you provide some incentives for prospects to approach your display.
Trade shows are exciting events to plan for and organize. But don’t let the hype get to you. While you prepare for the big event, consider all the small things because that can make or break a prospect’s experience with your trade show exhibit!