Your goals should drive your design

written by Stephen Huneycutt

More often than not, the fundamental question “What are you trying to achieve?” with your trade show display hasn’t been asked. Numerous reasons abound as to why no one has asked, ranging from “It’s been done this way for years,” to “I’m just following directions.”

Our job is to make sure the environment we create serves to achieve your goals.

Creative, well thought out space can educate, entertain, offer relaxation, stimulate, inform, filter, and more. Having a conversation with your event marketing partner about your goals will help guide the design.

  • Are you highlighting a product or a service?
  • Are you trying to generate qualified leads?
  • Do you want to close business at the site?
  • Do you want to educate the consumer on your product or service?
  • Are you there because your existing clients expect you to be there?

These are just a few of the fundamental questions that have a direct impact on the design. 

People have an instinctive nature that is directly influenced by their environment.

There is a correlation of how far someone is “in” your space to the level of commitment they have during the engagement. Draw them in using techniques such as a live presentation, inviting smells, food, or talent specifically trained to engage prospects. Be sure the space flows in a way that draws them in deeper. Once prospects are feeling comfortable in your space, you can use Interactive Technology to introduce them to your company's products. Prospects will actually qualify themselves based on information they view, and emails they send to themselves from the Interactive Technology devices.

A great exercise is to imagine what the perfect engagement would look like from the attendee’s point of view.

Follow it through from the first glance of the space, the introductory handshake, the pitch, and to the conclusion/exit. 

  • Start by describing your target customers.
  • What feelings do you want the attendee to experience during the engagement? (e.g. excitement, calmness?)
  • Make notes on what types of interactions will appeal to them.

When these questions have been answered and there is a clear vision of what you are trying to achieve, the design falls into place. With 25 years of experience studying how people behave in the chaotic trade show environment, we know exactly how to design a space that will guide your prospects down the path you'd like them to take.