It’s important to discuss the many critical factors that hinder optimal event success. First, the importance of having a polished and professional exhibit design should be discussed. Many first time exhibitors wrongfully assume that simply showing up at a live marketing function is all that it takes to make the initial time, money and resource investment worthwhile. However, this simply is not the case. The businesses that consistently and successfully work the showroom floor have one key factor in common: a trade show exhibit design with a seamless fit and finish that visually compels and informs.
Recognize Mistakes, Then Avoid Them
There are critical mistakes that you need to recognize in order to avoid. Keeping these critical tips in mind can help ensure that your exhibit design stays poised for success, no matter what the venue. When creating your business’ trade show exhibit design, avoid the following:
1. Convoluting your marketing message : Many exhibitors feel like they must include all of their marketing messages and graphics in order to connect with their targeted audience. Oftentimes though, this can work against them by delivering a final exhibit that looks overwhelming and without a clear marketing message. If there are too many words and too many pictures, you look disorganized and your message is far from clear. Your best bet is to choose a large mural image and use no more than 5 words to describe who you are what you do. Your message should only be a brief outline of your best descriptors or even a short testimony from a customer. Once you get the attendee in the booth, then you can expand your message. Read these top 10 tips for the best booth design.
2. Minimizing your brand identity : Another major exhibit design mistake is presenting a muted brand image throughout the display. Make your brand identity a central focus to ensure that anyone coming in contact with the booth leaves knowing exactly who you are and what you are about.
3. Unorganized interior display : Even the tightest fit and finish on a booth’s exterior will instantly lose impact if the interior proves a cluttered, unorganized mess. Don’t be afraid to use various shelving and cabinet structures to ensure that all of your literature, personal effects and handouts stay organized and out of sight.
4. Missing out on traffic flow perks : Every venue offers a specific traffic flow. Many business owners fail to optimize the flow of traffic. Work with your design team to reconfigure your booth design even slightly to deliver optimal versatility from show to show. No matter what the venue setup, you’ll be able to exhibit a final display that truly capitalizes on the crowd flow. As a side note, make sure that you really think about the placement of your booth as well. A corner booth gets two directions of traffic flow instead of just one, and a booth towards the front makes you a front runner when attendees walk in.
Follow these simple tips for a better trade show exhibit design, and you’ll see just how much of an impact these small adjustments can be.
By: Kristie Jones-Damalas –