Marketing Review

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Optimizing Your Trade Show Booth Presence

Most companies can successfully put up a trade show display and obtain leads from a typical convention or conference. Simply having a presence is often enough to start getting results. Although it doesn’t have to be ideal at the start, there are many ways that you can tweak your stands to get the most out of your investment. Each of these changes is small individually, but when done together, a powerful addition to your convention presence results.

Stylized Words And Slogans Speak Louder Than Simple Print

During the design process, you probably gave a lot of thought to what you’d put on your trade show exhibits and how you’d phrase particular elements of your overall presentation. The pros will generally go one step further and consider the unit as part of a larger marketing program. Is it time to reconfigure your slogan or update the look of your logo? A trade show booth can be a strong tool when used alone, but combining it with an updated marketing idea can help provide an even stronger impact.

Are You Using Your Trade Show Display Space Wisely?

Think out the logistics of your layout. Do you have empty or unused space? Don’t just consider the actual walls of your trade show exhibits. You might want to place podiums in the empty space in the middle of the booth, or perhaps add a table, chairs, or other items. Every item inside your unit should have a purpose, and every square foot of space should be carefully allocated. Most top designers will actually create a scale model of their display during the creative process, allowing them to get a feel for the dimensions before the construction process. Even if you’re working with a display that’s already been made, you can still look back on it and retrofit as needed. Don’t underestimate the power of adding more space through a small table.

Learn To Answer Your Visitors’ Questions Before They Are Asked

The ultimate art of designing exhibits involves much more than just good artistic and marketing sensibilities. Ultimately, it’s a question of designing a trade show booth that will answer every question that your visitors will have – before they can think to ask them. This goal doesn’t have to be as overwhelming as it might initially sound. For example, you don’t have to put all this information on your trade show display itself. In fact, you probably shouldn’t, as you would be left with too little blank space and quickly overwhelm your visitors.

Instead, distribute the information you have to share with flyers and brochures or other literature that visitors can take home. These written elements work together with the stand, communicating your business or product effectively and providing the added bonus of potential take-home information. Once you learn to anticipate what your visitors will want, you’ll be well on your way to designing exhibits which go above and beyond the norm. They draw a bigger crowd, get better results, and provide the biggest bang for your buck.

Chris Harmen is a writer for Skyline, a top provider of Nashville trade show exhibits ( As the leading Nashville trade show booth ( designer, Skyline has helped many businesses enjoy greater success at conventions.

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