Trade Show Booth Must Haves – Essentials for any trade show exhibit
Trade shows are an integral part of most annual marketing plans, and choosing the right booth elements is critical to the success of your exhibitions. A well-executed trade show display helps you stand out in a show hall filled with competitors and potential customers. But that’s just the first step. Once you get attendees into your booth, it’s even more important to create positive experiences with your brand, people and products that help drive future sales.
The requirements for any trade show display will depend on your business objectives, industry and target prospects, but some general items are essential for most trade show booths. These include:
Great brand messaging: One of the key outcomes for any exhibitor at a show is brand impressions. As marketers, we know that brand awareness – while difficult to measure – is the first step to closing a sale. No matter your booth size and budget, ensuring that your company name, logo and colors are visible is fundamental. A well-designed booth will take that even further with brief, impactful messaging and graphics that clearly communicate what makes your company great.
Product demonstrations: The number one reason people attend shows is to see new products. While the internet is a great place to start research, the ability to see, touch, hear, smell or taste your product can only be accomplished in person. Whenever possible, you should take your most important products to the show hall so potential buyers can have those sensory experiences they seek by attending the event.
Technology: Sometimes, your products are too large or unwieldy to take to a trade show. This is where technology comes in. When guided by your skilled sales team, interactive or virtual reality demonstrations are still a great way to create memorable experiences for visitors. When your product is technology, you can enhance the visitor experience by including tangible elements in your booth design. For example, if your product is shipping software, labeled shipping cartons or simulated packing stations add tactile and visual depth to your trade show display.
Reception area: Available in all shapes and sizes, reception counters give passersby a starting point to engage with your brand. This is especially important when your sales team is busy with other guests. A staffed reception counter offers potential buyers a place to ask questions, wait for an available rep or even have their badge scanned for follow-up after the show.
Easy navigation: Make sure your booth visitors can easily move around your displays, engage, sample and interact. Maximize the pathways into your booth from the aisles, leave ample space for visitors to watch product demonstrations, and consider creating self-serve, interactive kiosks for attendees waiting to talk to a representative.
Secure storage: You’ll need spaces to safely store personal belongings, marketing materials, and other consumables used in your booth. Fortunately, many storage options double as backdrops for messaging and graphics that become integral to your overall booth design and layout.
Trained booth staff: Most exhibitors send their best and brightest sales and technical experts to staff their trade show booths. One of the best ways to ensure a positive ROI from your trade show investment is to ensure your staff understands the show objectives – be that list building, lead generation, brand awareness or any combination of thereof. When everyone works with the same goals, expectations and outcomes align, and success is measurable.
With more than 75 years of experience, we’ve helped companies of all sizes and budgets navigate the complexities of trade show design, fabrication and logistics. Our clients rely on us to help them meet their goals for success – leveraging our team as an extension of their own.
Let us show you why so many clients have partnered with Rogers for decades. Reach out to us for help with your next big event. You’ll be glad you did!
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