How to Plan and Design Trade Show Displays That Don’t Suck

Trade show displays for cons and expos that turn heads and get noticed!

When you plan trade show displays for an exhibition or con, it’s easy to think about the essentials: an information table, a backdrop, or maybe a promotional banner stand or two. Many people don’t plan beyond the basics or have difficulty thinking creatively and practically on how they can maximize their marketing display. Yet, with a few simple tricks and some carefully crafted details, you can turn your expo booth into a memorable experience. Here are a few tips to get the creative juices pumping and help you design trade show displays that don’t suck!

Pick graphics that POP

The graphics you pick for your promotional banners and trade show displays take up prime real estate, so it makes sense that they pop and grab the attention of the passers-by. With just a glance, a person will make a split-second decision on whether or not your booth is worth their valuable time. Pick bright, bold images or graphics that stand out against competing booths and promotional banners, and describes your business in an instant. The old adage holds true: “A picture is worth a thousand words.”

Stay away from large chunks of text. The longer someone has to look at your promotional banner to understand your goal, the more likely it is that they move along. No one wants to read much when there are many sights and sounds at the expo competing for their attention.

If your business is new and unfamiliar, it’s OK to put more emphasis on conveying your product than your brand (“Awesome Trade Show Displays by Exponet USA!” for example). Don’t assume people know what you do; show it to them on your backdrops and promotional banners.

Make it a fun event, not a sales event

Customers want to enjoy themselves, so if your booth is focused more on selling them a product rather than their satisfaction, chances are that they will pass you up. Make your trade show displays user-centric to draw interest from customers, allowing them to naturally gravitate to your product.

Take Coca-Cola for example; their World of Coca-Cola store is a brick-and-mortar shop selling Coke brand merchandise. It’s not thrilling enough on its own to bring in casual Coca-Cola consumers, but Coke makes a trip to their store memorable with their multitude of exhibits and experiences. One visit to this museum will give you a master class in providing an amazing user experience.

While your business may not employ the same methods, you have plenty of options in creating a memorable experience. For example, having an interactive display where customers can get hands-on with your product, or involving them in a show-themed game is infinitely more interesting and enjoyable than a tabletop setup alone.

Give customers space to hang out at your booth

An average exhibition will separate display areas and rest spaces for attendees. Why not combine them?

Splurge for a comfy setup with padded flooring, plenty of seating, and a cell phone charging kiosk, and you will become the go-to hang out spot on the show floor. Calling back to a previous point, you want your customers to enjoy themselves; giving them a comfy spot to relax and recharge is a fantastic way to generate good will towards your brand. Bonus points if you have water coolers, hot coffee, or a plate of cookies on hand for visitors!

Additionally, make sure your space is wide open for easy access. You severely limit your ability to host if guests are bottlenecked in a crowded booth. Try to minimize wall space if you are able, and allow clear lanes for entering and exiting the display.

Consistency is key

Be sure to keep your branding and the overall tone of the display consistent across all avenues of communication. If your backdrops and promotional banners portray a fun, relaxed mood and your team shows up in suits, attendees may be confused. Likewise, you’ll want all of your promotional banners, posters, and displays showing the same logos or similar images to your line of work.

One way to be consistent is to come up with a theme for your booth and maintain that theme throughout every branding avenue. If your booth is rock-music-themed, your lighting and displays could be arranged to look like a concert venue or a recording studio, and you could play music in the background. Regardless, music is always a nice way to have your booth stand out. Check your venue’s guidelines on whether it’s allowed before you get too far along in planning music for your booth.

Make it shiny

Lighting is one category that is criminally overlooked in the planning of trade show displays. Show off your awesome promotional designs and cool products with mono lights to draw viewer focus, or use colorful lights and filters to really turn some heads. Alternatively, make sure your lighting setup is not too bright or too hot for long stretches of use.

Another option is to consider spotlighting any surface where you have handouts or brochures. Accent lighting in trade show displays ensures that no one misses out on your important giveaways.

Backlit graphics and tower light boxes are also great for showcasing products or features of your business. Put your logo front and center for everyone to see!

Draw attention with technology

People are naturally curious about trying new technology, so try to incorporate an interactive digital display in your booth. Stations with tablets or monitors showing your web page are also great methods of getting attendees involved. Interactive wall displays can look like they came straight out of an Iron Man movie and will likely make your display the talk of the event.

Think outside the booth

It’s worthless to plan out trade show displays that kick butt if nobody can find you! Make sure to use flags, double-sided promotional banners, dancing sign-twirlers, flashing neon lights, wacky-waving-inflatable-arms-flailing-tube-men; ANYTHING you can to let people know that your business is there and that you have cool stuff to show off.

Ask the event organizers about advertising with promotional banners outside the exhibition hall. Make sure to show off your display on social media, so that attendees can look forward to what you have to offer. Having some free giveaways on hand, such as T-shirts, buttons, and wristbands help to extend your reach even further on the showroom floor.

Focus on your best sellers

If your business involves a wide variety of products and services, try to focus on one or two of the most popular features of your business. It’s easier to direct customers to a company website with a full listing of products, rather than cluttering your booth with tons of items. The exception to this is if you’re really there to sell a lot of items, then a makeshift shop is your only bet.

Make an outline of your business before you plan your trade show displays, and highlight the areas on which you want to zero-in. This process will help guide your decisions in crafting meaningful and effective displays and promotional banners.

Use products that are easy to explain and bring them to show at the exhibition. A demonstration of the product can be fun and will go a long way toward winning people over.

Make the most of your displays

Using these suggestions will help you plan and execute trade show displays that generate the business you deserve. At a large trade show, you need to do anything and everything to stand out amongst the competition. These tips and tricks are sure to help you make a splash at your next event.

Be sure to check in with Exponet USA for more great tips on maximizing your marketing potential at trade shows and expos!

Exponet USA.