At your last trade show did you take time to walk the show floor just to look at booth designs? ‘Walking the floor’ brings home the fact that booth design is clearly important. An exhibit booth can invite or repel a potential customer, or just evoke a sense of indifference.
‘Walking the floor’ to look at exhibitor booth displays is very educational, and good practice. Evaluate and understand what makes a booth display inviting and what repels and evokes indifference. Then turn your attention to your exhibit display.
Evaluate Booth Design Components
Take time to evaluate your booth design now, even before you select space for your next trade show. First, consider the building blocks:
- Can your exhibit design accommodate a variety of space floor plans: island, peninsula, and inline?
- Are the components modular stand alone pieces, easily mixed and matched?
- Is there a central piece that goes to every show? Example: a 4′ x 4′ x 12′ tower, tall enough to be seen from down the aisle, that encloses a storage area with work counter inside and has an exterior that accepts images, and branding?
- Are there work counters, with storage areas below, where potential customers can ask questions and pick up literature, and where you can collect contact information?
- Is there a sitting area in a semi-private setting where serious conversations can be conducted?
Evaluate Message Elements
Once that is accomplished, evaluate the elements that ‘speak’ to show visitors. These must have a cohesive, consistent message that invites and does not repel or evoke blahness. These elements include:
- Too many will overwhelm. Too large can hide the product. Too verbose will lose impact.
- Color and style consistency is critical.
- Placement is important. Signs can be used to create a special area for a featured product, even used to direct traffic flow within the booth.
- Of greatest importance: do you have at least one prominent sign that tells a visitor what your company does?
- Carpet, drapes.
- These must coordinate with the major display components to create a cohesive, inviting appearance. They should complement, not compete with, the booth display colors. Carpets should have padding. Drapes should look fresh and be hung properly.
- Literature racks, touch screen display kiosks.
- Putting these at the edge of the booth allows access to visitors who might take brochures and view a video, and then leave your booth before you capture their contact details. Carefully consider where these are placed.
Evaluate, Learn and Act
‘Walking the floor’ to look at exhibitor booth displays is very educational, and good practice. Learn what works for others, evaluate your exhibit booth’s shortcomings, and take action where necessary. Your company invests a great amount of money for a trade exhibition. Be proactive and be assured your booth display is inviting. For more information on improving your booth display contact us today!