How to Design a Trade Show Booth

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A well-designed trade show booth has an open format that encourages prospective customers to enter, converse and comfortably browse your products and services.

Set Yourself Apart

Exhibiting at a business trade show is a way to promote your business's products or services to potential customers. The design elements of the booth should reflect your company's branding by using your company colors and corporate logo to differentiate yourself from the crowd. Display a banner or large sign across the top of your booth and use eye-catching elements such as balloons or special lighting to attract attention.

Tip

  • Create excitement and attract customers through sound and movement within your booth. For example, use a video display screen to run a promo showcasing high-profile products, use a leader board that highlights special offers, or conduct live demonstrations.

Make It Accessible

Business exhibits can be crowded, and you want to draw prospects into your booth rather than have them swept along through the crowd. Place display tables at the back of your booth or along the side parameters to leave the center open for people to enter, talk or browse. Use risers on tables to display multiple layers of products or literature and to add visual appeal to your booth.

Tip

  • If you're not selling at the show but consulting about services and setting future appointments, squeeze in a small table and chair for prospects and salespeople to sit and chat.

Use Giveaways

People attending business expositions and trade shows often appreciate freebie takeaways, which gives you an opportunity to promote your business through inexpensive promo items like trinkets and snacks. Items like candies, coffee cups, mouse pads, phone or tablet covers, pens, calendars and keychain flashlights -- all emblazoned with your company name and website -- make good freebies. Canvas tote bags with your company logo are also valuable advertising vehicles. Fill them with company literature before handing them out so they serve as a walking billboard at the trade show or convention where you're exhibiting.

Tip

  • Make earning freebies an interactive part of your booth design. For example, invite people to spin a wheel of fortune to claim their prize.

Incorporate Friendly Sales People

Encourage staffers manning the booth to dress in company-logoed clothing and to be friendly and outgoing to draw people into your booth. People working your trade show should be knowledgeable about your products and services and have exceptional talent for setting on-the-spot appointments or closing quick sales. Place sales staff on the aisle-facing side of your booth so they can personally interact with passing prospects.

Warning

  • Discourage staffers from sitting in pairs in the back of the booth; this approach can discourage customers from engaging with them.

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