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 Products & Services Learning Centre Exhibitions Creating Your Display
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Review Your Exhibit Goals
Review once again your overall trade show goals. If you are promoting a highly technical product or service, establish a graphic theme that supports a high-tech presentation. If you are selling a recreational product, consider a more creative and colourful look for your display.
Getting Big Returns from a Small Space To combat the rising cost of exhibit floor space, many companies are now using smaller and more efficient displays. Here are some ideas on how to turn a smaller space into big trade show results:
- Focus your message. By limiting your signs and display to a core message and a few key products, you can use a limited space to its best advantage.
- Limit your staff. The optimum traffic density in a booth is one company representative per 50 square feet of open space. So in a 10' x 10' booth, two people is plenty.
- Encourage communication. Your time is best spent talking to good prospects, so don't clutter your exhibit with "take one" piles of literature or "leave-a-card" fishbowls.
- Avoid barriers. Don't put tables or demonstrations where they block access to your space.
- Keep it light. Use lighting to spotlight products and brighten your entire display.
Graphic Elements
- Colour . Use colour to attract attention, set the tone or to support an established company message. Choose colours to support your objectives, for example: yellow is an attention-getter, black represents power, blue and gold suggest quality and green is positive and calming.
- Copy . Use words to identify your company, position your products and services and to inform or educate prospects. Keep copy short and use action-oriented wording focused on the buyer.
- Images. Graphic images can be used to attract attention, support a message and illustrate core benefits. Larger-than-life graphics splashed across the backdrop of your display create excitement about your company and your products.
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