Having an effective exhibit design is one of the most important things your company can do for your next trade show.
It’s imperative that your exhibit design reflects your company’s goals and objectives for the show. An effective booth also commands attention while being inviting and informative. Here are a few key design principles demonstrated in our clients' booths.
Open Space — Having an open, inviting space makes your exhibit, company and brand stand out from the crowd. Eliminating barriers that stop people from coming in or leaving is a great way to attract potential customers. You want attendees to feel free to walk in and out of the exhibit. This booth was created for BJB Electric to exhibit at LightFair International, the world’s largest annual architectural and commercial lighting trade show.
Why It’s Effective: There are no boundaries in this space. The design is accessible from almost any side and is free from clutter. Even the meeting space is open and inviting with glass walls that can still be closed off for privacy.
Stand out from the crowd - You are competing with hundreds, if not thousands of other companies selling the same types of products and services on the show floor. Your design should showcase your company’s products in an appealing way. With only a few seconds to sell your brand, clear and concise graphics that are not overwhelming are a must if you want to appeal to potential prospects. Incorporating tangible goods that attendees can see and feel is also a good way to attract attention. Camoplast-Solideal used this exhibit at SEMA, the premier automotive specialty products trade show event in the world.
Why It’s Effective: The large clean graphics attract attention right away. Included in the design are the tires produced by this company, so the attendee can touch, feel and really get to know the product on the show floor. The booth is showcased with a custom product stand, highlighted with lighting inside their unique hanging sign. The design is simple but really grabs your attention.
Experiential Marketing — Experiential marketing is forming memorable experiences and emotional connections with your audience and potential companies. Experiential marketing generates brand loyalty and influences purchase decisions. It is becoming wildly popular in the trade show industry. Snyder Lance used this exhibit at the Sweets and Snacks Expo, the largest confectionery and snack trade show in North America.
Why It’s Effective: This exhibit give potential customers a chance to really experience the Snyder Lance brand first hand through sight and taste, creating an experiential marketing experience. It makes me hungry just looking at it!
Less is more - You only have mere seconds to grab the attention of potential prospects, so make it count by keeping the booth design and all components, such as furniture, simple. Only showcase the most important elements of your brand. This booth was at the American Association of Orthodontics annual educational conference.
Why It’s Effective: By keeping the design and components simple the exhibit is appealing and comfortable. The lounge furniture is inviting, relaxing and encourages people to come in and stay awhile, giving your booth staff more time to better qualify leads.
Having a booth that is attractive, inviting and simple are good ways to draw attention to your exhibit, making you the qualified leads champion at your office. Keeping your goals and objectives in mind when designing your exhibit is an important component because no matter what show you are exhibiting in, your booth should help your company achieve the desired goals.