Designing A Trade Show Display That Goes Beyond Looking Cool
When it comes to designing a trade show display for your company, there are so many amazing ideas and styles; it can be hard to know where to start! Creating a display that grabs people’s attention and makes a lasting impression is one important factor in good exhibit design. Too often, exhibitors focus on this one area, simply because it’s easy to be enthusiastic about, and they miss opportunities by shortcutting or ignoring steps in the not-so-exciting planning process. Building a trade show exhibit is a serious investment, and you need that exhibit to do more than look cool; you need it to help your team achieve your marketing and sales goals.
- Hard Objectives And General Goals – We know you’re eager to start sketching out your exhibit ideas, but before you dive into the fun part of the process, you should take the time to define what, exactly, you need to accomplish with that exhibit as a tool. Use your trade show marketing plan to set specific and achievable objectives, like sales numbers, and lead generation. Next, make a list of more general, harder-to-quantify goals. This might include things like improving your brand recognition. Thorough planning and setting goals as specifically as possible will help you realize a stronger Return on Investment (ROI) for your entire trade show marketing program.
- Who Do You Need To Reach? – After you’ve laid out what you need and want to accomplish with your trade show display, you’ll need to define your target audience. What people do you need to attract to your booth to achieve the goals you’ve set? You may find that you have primary target group – most likely buyers – and a secondary group who are more likely to help you achieve goals like boosting your social media presence. Clearly, the primary target group should be your highest priority, but often, there are opportunities to cater to a secondary target group’s interests without detracting from your main purpose and without pulling the focus of your exhibit off-track.
- What Will Those People Respond To? – Once you’ve got a full-color picture of what you need to accomplish, and whom you want to work with, it’s time to figure out what will attract those people, and what may repel them. Creating the right environment, ultimately, is about building a scene where your prospects are receptive to your message and appeal. An effective booth for a business selling contract services or wholesale merchandise needs a very different environment than one for a retail merchandise booth. The contracts and wholesale merchandise exhibits are likely supporting a longer sales process, where the retail merchandise one will rely more directly on a physical sales path (much like the virtual sales funnel of a website) that walks prospects from awareness to interest, then to a buying decision and purchase.
Full Service Support Every Step Of The Way
In the Austin and San Antonio markets, Xtreme Xhibits by Skyline helps exhibitors design the most effective displays for their specific business and goals. Our services include everything from marketing training and consulting to branding, exhibit design and logistics.