Designing A Trade Show Booth

Trade shows are a great way to launch new products, build brand awareness and increase sales. All of this hinges on your booth’s ability to attract potential customers to your location. Booths today must be interactive, easy to set-up and tear-down, flexible for changes in messaging, and build the brand of your business and your products. It is also essential that you determine if you want your customers and Trade show personnel to interact without barriers or if you want a more receptionist type of approach. All of this must be considered and carefully weighed when you begin the process of booth design for trade shows and other events.


Promoting Your Brand At Trade Shows


Your brand is your most valuable asset; not your product, or your people, it is the way that people feel about your brand and how recognizable your brand is to the general public, and to your potential customers. Your Trade show booth must reflect your logo and echo your overall brand’s look and feel. The colors represented in your Trade show booth should be those that are commonly found in your corporate documents, sales pieces, and advertisements. It is essential that at first glance, Trade show participants know who you are and what you stand for. One of the biggest mistakes that corporations make in Trade shows is that instead of focusing on brand first, they choose to create a Trade show booth that focuses on a new product that no one has ever heard of. The fact is, that Trade shows are outstanding ways to launch new products, when it is part of your overall brand.

Determine Best Design For Sales Person Success

Trade show booths can be designed for the purpose of showing off displays and handing out simple fliers as Trade show goers pass by, or to encourage a more interactive experience with Trade show personnel and sales persons. If your business or product has a longer sales process, it is essential that you give your people the opportunity to bring potential customers into the booth space to have a more direct conversation. You can choose to setup a small desk area, a comfortable seating area, or an area with computer demonstrations that show off your product. When selecting Trade show booth designs, it is essential to get the feedback from your sales people as to how best the booth can help them make sales from the floor.

Don’t Discount Setup And Tear-Down Time

Often, sales people that are working Trade shows, fly in the night before the event, and have only a couple of hours to setup the Trade show booth and at the end of the event, time is just as scarce. Make their lives easier by choosing a Trade show booth design that is easy to setup and ideally takes less than 90 minutes. You want your team to be functioning and focusing on their sales efforts; not fussing with trying to balance signage or search for nuts and bolts that are needed. It is recommended that sales teams setup the booth at their office prior to shipping to ensure that all of the pieces are there and to ensure that they understand how to set it up. It is vital that complete instructions with photos, if possible, are provided and are part of the standard Trade show booth kit.

Shipping Containers

Trade show booths can be expensive to ship, and most must be shipped by ground transportation systems including FedEx Ground or UPS Ground. After a couple of cross-country trips and Trade shows, booths can start to show wear and tear, which is bad for your brand image. Do not skimp on the shipping packaging and containers. Ideally, the shipping containers will have wheels that make it easy for shipping personnel and your team to be able to move it easily without straining. Include in the container a diagram of how things must be repacked so that it is easy at the next show to setup.

Flexibility In Design

You do not have to purchase a new Trade show booth each time your color scheme, brand or product changes. That is of course, if you take flexibility into account. Choose a Trade show booth design that allows you to easily swap out banners, signage and other aspects easily. It is also possible that with the right design, multiple divisions of your organization can use the Trade show booth. Pieces including tables, workbenches, and display screens should be able to have multiple locations within the booth. This will give your team the flexibility to best adapt to the changing dynamics of a Trade show including a space that was not as described or to take advantage of the area assigned.

Technology Integration

Trade show goers today expect a level of technology integration when visiting booths. Your trade show booth strategy must include product demonstrations, whether live or on video, smart phone apps, and other uses of technology that draws them to your booth. Social media has exploded into the marketing scene maybe reward visitors who are attending the trade show that check into your booth. LED lighting can be a great way to draw people to your booth, as most booths rely on the harsh overhead venue lighting. If you create a warm and inviting atmosphere that draws people in, they are more apt to stick around and listen to your sales personnel.

There are a number of considerations when considering booth designs for Trade shows. It is essential that you consult with your product developers, marketing team and sales team to make sure that the design will properly show off your product and support the mission of your brand. Your sales team will be standing in the booth for 12 or more hours per day; consider carpet or mats for your booth to make it easier on their feet, knees and hips. The Trade show booths also must be easy to setup and tear down, and have shipping containers that are easy to move while protecting your booth investment during the transport from one Trade show to another. Remember your brand, and echo your corporate colors, logo and taglines throughout the space to ensure that your potential customers can easily recognize who you are even on the floor of a crowded convention center.