The Nuts and Bolts of Trade Show Booths

Posted by:  Rachel O’Sullivan, Director West Coast Operations

(Note:  This is the first in a series of articles Rachel is writing on event planning and trade shows.  She will be using her extensive experience and knowledge to explain some key topics in running a successful event and exhibit program.)

I admit it.  I really love managing trade shows.

For some people, that’s like saying you really love coming down with the flu.  However, it’s my belief that putting together a trade show should be akin to putting on an exciting extravaganza.

For me, planning a trade show is like putting on the fabulous party.  It’s an opportunity to introduce or showcase my company to a brand-new audience.   I’ve found people who don’t like or appreciate trade shows are perhaps not taking full advantage of the opportunities a trade show provides.   Here’s the perfect scenario:

You set up a fabulous display, potential customers come to you, you show them your products or services, take their information, and ta-da – a sale is born.

Did I mention that’s the perfect scenario?

The more realistic scenario is your boss deciding you absolutely have to do that trade show in Topeka.  Your budget has been shredded due to cutbacks; your booth is old and falling apart; so you must “do more with less.”   No wonder you don’t like trade shows.

How can you be successful when the odds are stacked against you?

First of all, even if your booth is old, there are ways to squeeze a little more use out of it.  Many good companies out there specialize in refurbishing booths.   Have a reputable company assess your booth and offer suggestions.   Check out Exhibitor Magazine Online; it is a tremendous resource for all things trade show.

If your booth is truly beyond repair, think carefully about the next one you invest in.  Shipping is a huge money drain, so make sure it’s light; it should be easy to put together to cut down on labor; and it should be a design reflecting your company’s personality and brand.

Another option is to rent your booth properties.  As the trade show industry has grown, so has the imagination of people who design and construct booths.  You just might find renting booth properties gives your company more flexibility to change your look.  A few trade show companies I can personally recommend are Skyline Exhibits, Freeman, and Exhibitgroup Giltspur

Next, think graphics.  You have between three and seven seconds to catch your customer’s attention.  Do not think a customer will come into your booth and read every word on a poster.

• Communicate your message clearly and concisely.
• Concentrate on your company’s brand, not necessarily individual products.
• Find a central idea or theme and create eye-catching graphics to support it.

It’s a good idea to be generic enough with your theme and graphics so you can use them again.

When it comes to actually creating graphics, you have several options.  Although it’s convenient if you are working with a trade show company with an in-house graphics department (including a designer), you need to know that in-house graphics departments may be a little pricey.  There are many graphic design companies who have lots of experience working with trade shows.

Do some comparative shopping and see for yourself if outsourcing outweighs the convenience of working with the in-house graphic designers.  In these economic times, it pays to shop around and explore your options.

While I admit it would be an incredible luxury to have an unlimited budget when putting on a trade show, this isn’t likely.  However, by releasing my inner thriftiness, I have found saving my company or my client’s money while creating exciting trade show exhibits to be incredibly satisfying.

Maybe that’s why I love trade shows.

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