How to Organize a Trade Show Display

Your trade show display is your storefront. Attendees are bombarded with marketing messages at these events so you must speak to them meaningfully to get their attention. That means organizing every aspect of your display to be consistent, customer friendly and effective.

Instructions

1. Determine your goals for attending the trade show. Your display should reflect them. Generating leads at a trade show demands a different strategy from selling a product or service. You must know what you're aiming for so your display is appropriate.

2. Figure out the budget you have for your trade show activities. Consider materials, human resources and marketing. This helps you decide where you can cut corners and how elaborate you can make your display.

3. Decide on the type of display that fits your budget and the exhibit space you have. Using panels or walls from fabric, vinyl or plastic can give your visitors a storefront feeling, but they're more expensive than a simple display that sits atop a table.

4. Choose a company to handle the mechanics of your display. They should understand your budget, time frame and goals. Get photos of previous projects and talk to past customers.

5. Make your booth visually appealing but take care your graphics don't obscure your message. The display company likely offers graphic design services, but hire your own if you don't like their style.

6. Train your staff on your goals, message and presentation. They're an integral part of your trade show display. While your visuals draw potential customers in, their upbeat and knowledgeable attitude keeps them there long enough to make a sale or produce a lead.

7. Produce marketing materials that complement your display. Have brochures and business cards neatly in racks. Fliers and folders can be fanned out on a table. When using promotional gifts at a trade show, hand them to potential customers rather than letting anyone passing by grab one.

Tips & Warnings

• Consider employing a magician to draw people to your trade show display.

• Ask noncompeting companies at trade shows you attend who their display company is if it impresses you.

• Put up multiple signs of different sizes around your booth to draw people in, but make sure they all carry the same message.

• The most impressive display is worthless if your employees don't dress and act in a professional manner, if the booth gets cluttered or if you run out of your sales material.