To get an idea of just how long people have been setting up portable displays at trade shows, start thinking about the medieval markets of Europe and the ancient Middle- Eastern bazaars. Commerce is thousands of years old, and people have always had the need to stage an opportunity for people to learn, engage with, and purchase their wares. The modern trade show display must satisfy those same concerns, but the change of technology has brought new innovations in ease of use and effectiveness.
Modern trade shows taking place in massive convention centres follow the traditions of the late medieval European shows to sell and showcase products. After the industrial revolution, trade shows became more prominent. That being said, a lot has changed since! The range of display features, stands, and kiosks is truly astounding, and reflects the importance people place on trade shows.
Trade shows began as basic affairs where wares were assembled on tables. Fancy displays had a tablecloth, and silk was considered “going all out.” Now, every element of presentation, sound, and even smell on occasion is taken into account. Walls and product stands come in every shape and variation, and even the floor boards can be purchased. Moreover, producers of trade show displays have evolved to the point where everything is designed to be portable, quick, and easy to assemble. It even disassembles and can be fit into small packages in order to be transported easily.
As consumers become more discerning, expectations go up and producers of trade show equipment and displays have more than met the demand. Of course, the right kind of equipment depends on the product itself, but there are plenty of options ranging from the conservative table (with various throws and lighting options, so as to spruce it up) to all kinds of high tech, futuristic looking truss displays. In fact, with so many conspicuously attention-grabbing displays it’s become hard to turn back.
Whereas in the old days people had to make same day sales, the colossal increase in communication means trade shows are a terrific place to make future connections. Customers have the opportunity to learn about and test out the product before making a purchase in the future. With this in mind, there’s a wide range of literature for trade-show goers to take home. Trade shows can be overwhelming for many, and it’s important to make your booth stand out from the rest. This will not only help people remember your product, but also increases the chance that they will revisit your display.