At is no doubt that the main items at your display are products and services your showcase, but your trade show booths determinates how you represent and advertise them, how convenient it is for your visitors and staff to be at a display, how helpful it is in demonstrating your demos, and other important factors. So you need to keep a lot in mind to build a trade show exhibit that meets all your goals and requirements. Bellow is information that will help you with it.
We can single out 3 zones that are typical for trade show booths. They are exposition, office and service area. We would like to give some recommendations on how to lay out these zones with maximum benefits and convenience for your exhibiting.
Exposition area is the main and mostly the biggest area of a display. You need to envisage the following elements of a booth:
– surfaces to place large exhibits (tables, counters, podiums);
– showcases and / or shelves for small items;
– a place to put promotional materials;
– sockets and connectors to hook up exhibits. Just try to keep them out of sight – extensions, cords and wires sticking out from everywhere do not decorate a booth;
– staff areas. They must be visible and easily approachable for visitors. If your booth is quite big it is wise to have an informational desk so that attendees won’t have to browse about the whole display looking for reps.
Exposition area should be organized keeping these requirements in mind:
1. It should not take more than 1/2 of total booth’s space leaving a sufficient place where attendees and staff could walk.
2. Exhibits must be places to face the main traffic of visitors; a booth staff cannot obscure the view.
3. Allocate some place for new items or especially important exhibits.
4. Attach signs or specifications near your exhibits.
5. Excessive quantity of exhibits is the same harmful for presentation as their lack – too many demonstration objects with different ideas can confusion and perplex visitors.
6. Do not forget to light up your items – bright light always attracts attention.
This area where negotiations take place. Do not make it too large, it is needed to sear only several people. Furnish this are with a table(s) and chairs. It is better to wall the office area off from the exposition: negotiation should stay confidential and must be conducted in a private environment. If you cannot make the office area isolated at least take care that negotiators do not obscure your samples and products from other visitors.
This area must be hidden from attendees. Here you can keep spare materials and stationery; make coffee for visitors and clients; or put a clothes rack. Also it is where a booth staff can take a little break and have a snack.
When arranging a trade show booth you ought to include company’s logo and branded images. A booth should be attractive, eye catching and noticeable. In order to decorate a display and enhance effect from presentation you can use illuminated advertisement, neon signs, projection screens, but they can’t take all the attention, because it is your products that are stars of this show
A booth should be maximally open. Make sure that walls of the booth, samples and exhibits, furniture do not obscure or close your display from attendees. Psychologists say that visitors perceive visible barriers as closeness and unwillingness to communicate or carry on a productive dialogue.
When you arrange all the important elements of a display you must take into account that approaching visitors view the booth from 3 distances:
1) Long distance – it is when visitors can spot your exhibit from the end of aisles. You need to be able to attract their attention even when they are fairy far from your display, and the best way you can do it is to place elements of advertisement above a booth (three-dimensional structures, billboards, hanging signs, flags);
2) Middle distance. While people approaching your display they can see more and more details. Make sure to place eye-catching graphics and elements of display at top of a booth (frieze), its facade or a back wall if the facade is open;
3) Short distance. Here you can place more text information and smaller details that will invite visitors to come into a booth.
In order to help people find your display you can use graphics with arrows or footprints pasted up on the aisle’s floor that point the way to your stand.
It is desirable to use as many vertical surfaces of your booth as possible to decorate them with graphics or for attaching accessories (monitors, shelves, table tops), but keep in mind the following recommendations:
– booth’s design must clearly express the main idea and specialization of your company;
– graphics cannot distract attendees from exhibits;
– do not be overload display with text information;
– information should be easily readable, do not include too many long sentences, obscure terminology or professional jargon;
We hope our tips help you to create a highly functional booth that highlights your exhibits and represents them in the best way, that is convenient for both visitors and booth’s staff and that can be used multiple times at other exhibitions.