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Trade Show Exhibit Trends in 2018

Standing out at a trade show is a key component to driving foot-traffic to your exhibit. Looking or sounding different from your fellow trade show exhibitors will typically make people want to pay a visit to your trade show booth to see what all the commotion is about.

A giant-sized briefcase

A few of years ago, a firm who was exhibiting at a local trade show designed their entire booth to resemble a super-sized open briefcase with the contents cleverly used as extra-large props. The calculator buttons were formed as booth seats while the calculator screen flashed promotional messages. A huge pen sat above a second promotional screen that was made to resemble writing paper. The CEO’s business card was the desk. Everyone at the show came by the booth to take a closer look, but how many attendees became viable leads?

It’s important to remember that no matter the design trends you choose to incorporate, they need to be relevant to your business and target market. Your company is at the show for a specific purpose and is relying on a good return on investment (ROI). Your booth design can look any way you wish, as long as it gets your message across precisely and does not detract from your original goal.

Movement

Waving, fluttering and moving objects are generally known to attract attention. Of course, if you plan to invest in such an element, make sure that it’s placed high enough on your display so that it gains attention from many, not just those walking directly in front of your booth. Note:  check with event management first for maximum height allowances prior to investing in oversized design elements.

Booths that are located in the center of a show floor sometimes have a clear sight line from all sides, which can help add visual attraction from all directions. When your display is up against a wall with exhibitors on each side, your visual cues are generally limited to only the front of your booth.

Light

The right lighting can be key. Even though the show will most likely supply ample light from above, creating interesting lighting effects, via colored or ambient sources, will surely add more interest.

Rear panel lighting, whether stationary white lights or moving colored lights, will typically give the exhibit a more modern finish and draw attention to your company message.

Diverse finishes

Attending a trade show can often be overwhelming to the eyes and ears.  Try appealing to one of the other senses to set you apart from your competitors. Appealing to a visitor’s sense of taste and smell can be a great way to attract more passersby.

And don’t forget the sense of touch. Try incorporating a mixture of textured fabrics into your design scheme for a more welcoming and memorable effect.

Pay attention to the floor

Walking a trade show can be hard on a person’s back. Everyone is standing on a concrete floor for hours on end which can cause attendees to cut their visit short due to back pain and an overwhelming feeling of exhaustion. If possible, add foam padding beneath your flooring to create a cushion from the concrete floor and a more comfortable space in which to conduct business.  The added comfort will make people glad they stopped by and be inclined to stay a while longer than originally expected.

The Approach

A popular trend is to create a singular approach, or flow of traffic, to direct attendees to move through your display space in one specific direction as to control the message they’re receiving at any given time. Think of the Ikea showroom, where you follow their path through the merchandise in a manner chosen by the Ikea management team.  This can be a helpful marketing tool, especially when there are multiple messages that you would like to convey, and the order in which they’re received matters.

Getting in front of your target audience is the first step to any good marketing strategy, so don’t get hung up on what you’re missing, but do focus on being seen and heard in a way that will increase your ROI.

There are plenty of reasons to exhibit at a trade show. Your company may decide to attend due to its past trade show success, or because the company would like to maintain its image as a market leader with an extravagant display. But typically, companies attend trade shows to gain new leads.

Attaining leads is a relatively easy proposition but attaining viable leads has proven to be much more challenging. Making sure that your trade show presence is a truly positive experience, and well worth the time and money invested, is critical, so it’s imperative to get the best ROI by avoiding the most common rookie mistakes made.

Location, location, location

The location of your booth can be more important than its relative size. Big companies have big booths, that’s how it generally works. To be competitive, your job is to secure a high traffic location.  If your booth is in a darkened rear corner of the show, you may have a tough time generating interest since foot traffic will be lighter and most show attractions will be focused at the show entrance.

White floor? No way!

Many exhibitors lay down crisp, clean, very white flooring.  Although you may think that this is a good choice, you may want to think twice.  It’s been reported that people tend to avoid stepping onto white flooring and subconsciously find it intimidating. Keep to darker flooring materials if possible.

Hone in on only a few key messages

Providing too much information on or around your display space will produce a bit of information overload and cause attendees to just walk on by. Position your primary signage message ‘front and center’ and limit your secondary messages to smaller display spaces or even just on take-away literature. Take some time to think about what your key message should be, such as a limited-time show special, and make sure it’s predominantly visible.

Make room for storage

Even if the display space is small, every display needs somewhere to put miscellaneous stuff like marketing materials, an umbrella or jacket, or even show prizes. It’s important to keep your exhibit space clean, clutter-free and inviting so that people feel welcome. The messier it seems, the less likely it is to draw people in.

Make magic happen

Keep attendees interested. Schedule presentations with live presenters to help form a crowd around your booth. This does require the utilization of presenters with good knowledge of your product or service, and of course a great personality. Have them engage with attendees, and possibly hand out swag, to keep interest high.

Provide staff breaks

Tired and dispirited staff who are just waiting to pounce on any passer-by is a big turnoff. If the show attendance hits a lull, give your staff a break – they can probably use one by now. Keep one or two reps at the booth in case someone comes by to chat, but you should avoid having a booth full of staff with no one to talk to.

Giveaways

While pens, carry bags, and magnets are a great way to increase trade show display traffic, they often attract more people looking to go home with a bunch of free stuff rather than viable potential clients, and can quickly lower your overall ROI. Unless your main intent is to build your mailing list, avoid giving something to everyone who stops by your booth. Instead, create a few valuable giveaways and give booth staff the option of handing them to viable leads only.

Trade shows can be a valuable marketing tool, especially when they are specific to your niche market. Just be clear on your objectives, curb your spending, stay focused on your goal, and watch your efforts pay off.

Marketing managers across the globe consistently face the same issue – How to make your product, service, and show booth stand out from the rest.

Nowhere is this challenge more difficult than when exhibiting at a trade show where you’re limited to a very small space with a 6’ or 8’ table that looks exactly like all the other exhibitor spaces.

The Most Basic of Basics

When all you’re provided with to show your wares is a single plastic table, the challenge to stand out can certainly be difficult. But there are a variety of ways to transform this simple platform to create an impressive display that clearly expresses your company image and why your firm, product, service or technology is well worth checking out.

Most conventions held at hotels provide you with the basics – a table with a simple white table cloth, and quite possibly, a matching white table skirt. But if you’re exhibiting at an outdoor event you can usually consider yourself lucky if the trade show management supplies you with even just a table, with no covering at all.

Table Covers and Table Tops

You can completely change the look and feel of your display space with the addition of a branded table covering, or by creating a space that’s much more visually impressive with a branded table top.

By adding interest, color, and your unique message with a custom table cloth or topper, you will create a much more memorable and visually interesting display, which you’ll be sure to use at future shows since they’re light-weight and designed to be easily carried.

Think Like a Marketer

Your main goal when exhibiting is to attract attendees to your booth so that you can show, explain, or sell your product, and the best way to accomplish this is to have a more visually appealing display than the other vendors.

Logo creation and corporate branding are two essential parts of most marketing strategies, and once established, typically remain intact for a substantial period. Branding attracts the guests so that you have the opportunity to speak with them face-to-face and explain why your firm is the one that they should be doing business with, as opposed to your competitors.

Message: Front and Center

The focus of the design should be front and center on your display. Place your wares and product information strategically around your message, giving your guests the ability to see your message or logo clearly. And if your message changes in time, custom cloths and table top elements are inexpensive enough to replace with an updated version.  If you simply decide to include a new or additional message or statement, adding a custom printed banner to the mix of display elements will allow you to keep using your original table cloth or table top, and still get your new message across while adding even more visual interest to your space.

If applicable to your product, service, or technology, consider adding a flat screen monitor to the booth space, giving you the opportunity to continuously run a video to add movement and provide a scripted description of your company or way for attendees to “meet” the rest of your staff.

Engage the Eye

If your budget allows, use a combination of table top display designs and accessories to create maximum impact, such as table cloths/tops, banners/banner stands, flooring, custom lighting, AV displays, literature stands and digital signage.

If your budget is very limited, try layering two or three table cloths in varying colors to create additional visual interest. Remember that the visual impact of the display space should remain looking balanced and deliberate.

The investment in your firm’s branding and quality exhibit displays will pay you back in increased traffic and will have a positive effect on your overall trade show ROI.  If you want to grab your share of the market, make sure you’re effectively standing out from, and above, the crowd.

Retractable banners help marketers get their message across in a way that is eye-catching, professional looking, impressive and best of all, portable and cost efficient.

Your marketing budget is most likely stretched in many directions and deciding what elements get priority can be problematic. If your firm is experienced with, or new to, exhibiting at trade shows, you may already be aware that retractable banners typically provide the biggest bang for your marketing dollar.

Banners – Simple but Effective

Banners, whether telescopic, retractable, table top, extra wide, or large wall banners, are one of the most effective and practical ways to make a statement at your next trade show than any other similar type display. One advantage they have over similar marketing tools is that they look great every time you use them. Where foam core signage gets dings, dents and battered each time it’s used, banners tend to hold up to use and transport much better.

No Long or Complicated Setup Time

It takes almost no time at all to set up a retractable banner. Open the case, pull up the banner and the back support, and you’re done. If you have a few extra minutes, you can add even more attention to your message by adding a clip-on directional light at the top.

Take Them Anywhere

Because banners are so versatile and easy to transport, you can place them almost anywhere. When not on the road and being used at a convention, they can be placed as a temporary structure in the lobby or offices of corporate HQ.  Your message, whether introducing a new product or a simple welcome, will stand front and center and grab the attention of passers-by.

Self-Contained Unit

The banner arrives, and is stored, rolled in its own base. The base provides the stability for the unit when it’s on display, but it also provides storage and protection when it’s not being used. It takes up about the same amount of space as a large poster tube so there’s no need to secure additional storage space.

Budget Friendly – and Adjustable

There is a banner for almost every budget. Like almost any product on the market, they are available in quite a few options of size, fabric, structure, and price. So, there’s no need to pass on having a dynamic display space due to a limited budget.

Don’t forget that you’ll be able use a custom banner for years to come before it’s natural life-span comes to an end, so the cost can be amortized over three years or more.

Double Sided

Double-sided banners are a great option for when you plan to set up the signage in a center space without nearby walls. It’s also a great device to use as an effective way to control and direct traffic flow at your booth, lobby, or any space you choose.

Change it Up

Did you know that there are banner styles that allow you to swap out the banner roll for a new one, while keeping the original structure? This type of display allows you to use the same base over and over for different purposes, or to carry two or three different message rolls and use the one which is most appropriately matched for the event you’re at.

For example, if your company holds an annual sale, you can use a banner that’s created specifically for the sale, then swap out the roll with your standard messaging after the sale has ended.

Wide Print Technology

Banners don’t have to be tall and thin. Wide print technology means that you can split an image across two or more panels creating a wider display that looks more like a billboard than a banner.

Creating exhibits and really grabbing the attention of the crowd are the markers of a successful trade show exhibitor. It is important to reach the attendees, really get their attention and make yourself a mental note they retain. There are certain options that will improve the odds.

Keep in mind that competitors are everywhere at a trade show. Taking an exhibit that is similar in organization and information to others in the industry won’t do much to assist with sales goals. Instead, go custom and creative in order to meet the desired goals. Below are ways to move that effort forward.

Create a Unique Trade Show Display

The important time to reach the audience is within the first three seconds. Therefore, the exhibit you have at the trade show needs to really strike a chord. A display should incorporate a variation of furniture, displays, lighting and materials in a way that isn’t being used by anyone else.

The incorporation of graphics in a unique way is also helpful. This can be engaging to those who focus on quick interpretations, allowing them to want to know more than a graphic can fully convey.

Keep the Attention Once the Visitors Arrive

Once the attendees get to your exhibit, the work is not over. It is important to keep the interest building and have the attention focused on your exhibit only.

This is done by incorporating educational materials with multi-media and friendly faces of staff that can discuss the products in an educated and cordial manner.

Look at the topics that are hot-button in the industry of late. Find a way to answer those questions or address those concerns in the exhibit. Have the staff prepared to discuss them and allay fears, along with a plan to translate the attention to the product in a marketable way.

Don’t Forget to Sell

Successful displays not only educate and engage, but they also provide a chance to sell the product. This unique way to reach the audience is beneficial because most trade show attendees have not been customers because of other marketing strategies.

Make sure the displays and exhibit are browser-friendly and the staff is ready to make the sale when the opportunity arises.

Elegance and a focused display approach are helpful to sales goals. In some instances, the effort to create a custom display leads to success at extreme levels. For example, some trade show vendors have seen goals met in one day of a three-day show, all thanks to their expense and effort on a custom trade show booth.

In the end, the best effort to engage the audience comes through the ability to impress, engage and make the sale.

Professional trade show display creators can be vital to the process of reaching the audience in a positive way and pushing the bar on selling product.

The experience and newly introduced methods that professionals work hard to incorporate into their creations can help the clients excel at the trade show of choice.

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