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Trade Show Exhibit Design + Marketing Tips

Exhibit Design + Marteting Tips

Successful Trade Show Marketing requires time, energy, creativity, and money. Far too often, companies think “showing up” is the same as “showing off.” To reach your trade show goals, consider these critical exhibit design and marketing tips.

Traffic Flow

What direction do attendees enter the show hall? Is there a natural traffic flow? Position your exhibit to take advantage of the traffic flow.

The Three Second Look

Does your exhibit communicate your key message(s) within three seconds? After three seconds, an attendee will move on to the next exhibit if your message does not capture his or her attention. Consider simple, declarative text and bold, relevant graphics. And PLEASE do not put your website address at floor level.

Continuity/Branding

Does the exhibit match your marketing materials? Too many mixed messages or images, no matter how creative, creates confusion.

Safety

Is your exhibit structurally stable when filled with attendees? One small disaster can ruin a well-planned and potentially successful show. 

Storage

Do you have adequate storage for literature, electronics, promotional incentives, briefcases, and portable shipping cases? Do you require secure storage for valuables during and throughout the show? You don't want purses, briefcases, tablet cases cluttering the booth.

Finish

Is your exhibit worn or dated from one too many shows? Plan ahead before you purchase your next exhibit. Light colors show seams and damage more easily than dark colors or patterns. Glosses scratch easier than matte laminates.

Budget

Does the exhibit fit your short and long-term budget? If you spend too little, you may not reach all your marketing/sales goals. If you spend too much, you may be forced to curtail your trade show program just when it is making a difference.

Seven Key Reasons Why Companies Fail To Reach Their Trade Show Exhibit Marketing Potential

  1. A weak or non-existent exhibit marketing plan without stated goals and objectives.
  2. A casual attitude toward pre-show marketing. Well-designed traditional and social marketing campaigns give attendees a reason to visit your booth.
  3. A fuzzy or ill-conceived exhibit identity and message.
  4. An exhibit marketing message that doesn’t differentiate you from your competitors.
  5. An exhibit design that hinders effective client interaction (too noisy, too cluttered, too casual or too formal)
  6. Poor booth staff etiquette that sends the wrong message to attendees and customers. Inappropriate etiquette is a common (and avoidable) mistake.
  7. Slow, ineffective, or nonexistent post-show follow-up with potential sales leads. There’s a reason they are called “sales leads” and not "sales." 

For more information about trade shows or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White
Classic Exhibits Inc.

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  • Production lead times are based on business days and DO NOT include any shipping days.
  • Production-ready artwork (when applicable) must accompany the order confirmation. Delays in uploading artwork may lead to expedited charges or shipping changes.
  • No order will be released to Production without a signed order confirmation.
  • Shipping is based on the availability of materials and graphics. Additional charges may apply if materials or graphics must be expedited.
  • Shorter lead times may be available based on schedule openings in Customer Service and Production. Rush charges may apply.
  • Standard lead times do not apply to orders of multiple quantities.
  • Please check for product availability on ALL RENTAL exhibits.
Exhibit Weight varies depending on the packaging and the shipping method. Variables include but are not limited to:
  • Dimensional Weight vs. Actual Weight: Dimensional weight is defined as crate or case size. On most air shipments, the dimensional weight exceeds the actual weight
  • Portable Cases vs. Wood Crates or Molded Tubs (where applicable): Exhibit designs that require one wood crate would require multiple portable cases. Selecting one vs. the other affects the total weight (dimensional or actual).
  • Freight Carrier: LTL carriers (Less than Truckload) quote freight based on space used. UPS, FedEx, and air freight carriers quote freight based on either the dimensional or the actual weight of the shipment.
  • Freight Service Level (number of days): Service levels range from Same Day Delivery to Two Week Delivery.
For more information about exhibit weights and freight options, please contact your local exhibit representative.
Electrical, Cord, and Wire Management varies depending on the display and each exhibitor's requirements. When ordering your trade show display, consider the following electrical/wire management issues and discuss your options with an exhibit professional:
  • Inline vs. Island Displays
  • Lead Retrieval Devices
  • Computer and Monitor Cables
  • Demo Equipment
  • Overhead Lighting
  • Grommets and Grommet Placement in Counters
  • Overhead vs. Floor Power Supply
  • Flooring and Electrical Wiring
  • Options for Hiding Cords and Cables
  • Flat vs. Round Electrical Cords
  • Multi-Plug Outlets and Extension Cords
By reviewing your wiring options BEFORE you order your display, you'll save TIME and MONEY and ensure your exhibit exceeds your expectations and your installation is trouble-free.

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4054 148th Ave NE,
Redmond, WA, 98052
Monday-Friday, 8:00am - 4:00pm PST

Providing Trade Show Displays since 1983

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