What makes a successful custom trade show display booth?

Even if you are designing a custom trade show display booth, you may be confused about how to ensure that it achieves the desired results. In short, what sort of checklist should you have when designing a trade show display booth? Well, for starters, here are 5 broad areas that you should always include when drawing up a checklist for your custom designed trade show booth. These can be expanded to include more items depending on the specific needs of your company.

1. Consistency of marketing content

When you design a custom trade show display booth, there is a risk of letting your creative juices run too wild. The result is that your trade show booth design does not convey the same message as the rest of your promotional campaign. Therefore, it is important to ensure that the messaging is uniform and blended with your print ads, TVCs, outdoor advertising and so on. You should resist the temptation to outsource the designing of the trade show booth as a one-time cost. Your own marketing department should take responsibility for designing the custom trade show display booth because they are familiar with the nuances and standard elements of your marketing campaigns.

2. A strong marketing position

Promoting your business in a trade show is the most challenging aspect of marketing because nowhere are you so close to your customers as well as your competitors. There is equal opportunity for you to engage personally with your potential customers and also for your rivals to distract their attention from your booth. Hence, when designing a custom trade show display booth, make sure that you cultivate a strong and compelling marketing position. Make a statement though the design and activities that positions your products as distinct and competitively superior to those of your rivals.

3. The right ambience

Making a custom trade show display booth gives you the opportunity to use any combination of marketing appeals you want. The secret to using them successfully lies in choosing the right set of appeals in the right proportion. Sight, hearing, touch, smell and taste are the five sensory perceptions through which you can attract potential customers and visitors to your booth. Create the right ambience by selecting the most suitable materials for the flooring and walls. Ask yourself what kind of lighting is required to create the right mood—bright lighting for high engagement or soft lighting for more deliberated engagement between products and visitors? What kind of music do you want to play in the background? Should the seating be leather, wood or plastic? Answering all these questions beforehand is vital to having a successful experience at the trade show.

4. Is it big enough?

Make sure that the custom trade show booth is of the right size. You want it to have enough space to display all your products clearly, with enough room for visitors to browse or try them out at leisure. It should be spacious enough to accommodate the right footfall. A crowded trade show booth is annoying for visitors and also increases stress for those attending to them. The overall result is that nobody leaves happy from a trade show that is too small. The opposite is also true. An excessively large trade show booth looks deserted and deters even neutral visitors from coming up to you.

5. Keep an eye on the budget

Staying within budget is very important because someone has to be answerable for the return on investment (ROI) for the custom trade show display booth. If you feel that you won’t be able to account for how much revenue, sales inquiries, customer feedback, etc. was generated after the trade show, then you probably should cut down on the investment. Stay within the set budget to ensure that you remain well above the red on the balance sheet.

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