If you’ve ever been to a trade show for work or your own business, you know how difficult it can be to build an effective booth. From the booth you choose to how you personalize it and what clothes you’ll wear, building an effective booth can mean the difference between a successful show and a costly flop. We’ve compiled a list of tips for creating the best trade show possible.
Be unique.
If you’re handing out postcards or any other common brochure, be unique. Choose a shape or size other than the standard. Nothing will ruin your chances of being remembered faster than being yourself. Business cards, postcards, and brochures can all benefit from being unique in shape and size. While business cards have a little less flexibility because you want them to fit in your contact’s wallet, I always like to use business cards with rounded corners. They stand out a little better and have an initial “wow” factor.
Choose the right type of stand.
Booths can be very expensive and bulky. Some companies spend tens of thousands of dollars on the flashiest booth with LCD screens and all the bells and whistles that take a whole day or more to set up. Smarter businesses opt for pop-up style banners and backgrounds that take minutes to set up and cost much less.
We always recommend pop-up banners or banners used in succession because of their great ease of use. A complete 10-foot backdrop can be easily transported in the back of a small car and assembled by one person. They are an affordable and transportable alternative to large stands.
Equip your booth with the right people.
There are many ways to staff your booth. Some companies choose to bring their executive team and meet and greet, while other companies hire talent or models to staff their booth. While all options are viable, if you’re working on a budget, you might consider using your own employees. Either way, be sure to staff your booth with people who can speak confidently about your product or service.
The purpose of being at a trade show is to increase visibility or sell a product in the first place, so make sure you send a strong salesperson. If you’re hiring talent, you’ll want to make sure they know enough about what you’re selling, or at least can drive traffic to those who do.
Dress those people appropriately.
If you’ve ever been told to dress to impress or that first impressions are key, you’re on the right track. Trade show presenters are at a disadvantage because they have a narrow window to make a good impression. Often a good booth will attract passers-by and they may take the initiative to ask questions, but many will be in a hurry to see the other booths.
Dressing according to your brand is essential to not be left behind. Whether you’re dressing your staff in embroidered shirts with your logo or suits, you’ll want to make sure it’s professional and on-brand.
Reach beyond your stand.
For the greatest success, consider ways to go beyond your booth. Most shows have strict rules about the aisles and require you to keep your staff and booth out of the aisle, but have no rules about what attendees have on their person. By handing out branded bags or wristbands, you can significantly expand your reach at a trade show. If your brochure is good enough, you can even create a mini-fad.
I’ve seen it before at shows where a company hands out a custom printed sword, or a foamboard cut surfboard, or some other fun item and it seems like everyone is carrying it. Not only will that person surely remember the brand when he gets home, passersby will probably remember it too!
