Trade shows are understandably an exciting time for you and your business — but attendance is not without its cost. At a time when making the most of your marketing budgets is at an all-time high, how can the business owner reconcile the need to keep expenditures at a minimum while looking to purchase an eye-catching custom designed trade show booth display? The key is having a good idea of what the booth’s return on investment will be. Put simply, when you have to spend money to make money, it’s always best to have an idea of what you’re going to be left with at the end of the day.
There are a number of factors to look at when it comes to getting the most out of your trade show display.
How to Have a Successful Strategy
Plan for Longevity. It really comes down to planning and preparation. You probably want something that will last a few years, but you also might not want to be tied down to one particular trade show booth design. While these do in fact seem to be two opposing ideas, you can, with the right plan, purchase a long-lasting and highly customizable display made from sturdy materials. With the base of your booth decided upon, incorporate modular components that can be swapped out from one trade show to the next to keep your booth looking fresh. Most importantly, having a customizable display allows you to tailor the appearance of the space based on which product or product line will be this year’s focal point.
When storing the display in an off-site storage facility between trade shows, make sure that you choose one that offers climate controlled units. Certain materials don’t hold up well in extreme temperatures, so it’s wise to pony up a little bit extra to keep your display looking new for as long as possible.
Hire Professionals to Take Care of Set Up/Tear Down of Your Display
Though perhaps another unwanted expense, rounding up some professional booth staff help is actually a wise decision. Look at it this way — after a long successful show, the last thing your sales team wants to do is spend hours dismantling, carefully packing, and organizing the various display components. They’re all eager to leave and get some well-deserved rest. Not surprisingly, this period of haste can account for the majority of the damage sustained to your display, which of course can reduce its lifespan.
It’s All About the Design
Nobody wants to spend money on a cookie cutter display. The whole point of a trade show booth is to stand out from the crowd, not blend in with it — so you need to spend some time considering the layout of your trade show booth design. Consider this: a small, compact booth might be conducive for a meaningful one on one chat with a potential buyer, but this design approach might be communicating the wrong message from afar.
For example, let’s say that you’re trying to decide on a restaurant in an unfamiliar town. On one corner, you see a restaurant with a few patrons enjoying their meal. It’s a nice looking place, but you can’t help noticing how many empty seats there are. On the other corner, there’s a bustling restaurant full of patrons and even a few waiting for a table. Where would you consider eating? The fact is, social proof subconsciously generates a sense of trust in a brand. The same idea can be applied to your booth design. With a more open engaging concept, you stand to draw people in — the more people there are milling about, the more will come, and with them, more sales opportunities.
Incorporate an Interactive Experience
If you can, bring a number of your products to the show so that potential customers can get a hands-on experience. The more interactive elements on display in your booth, the more time customers will spend in it, providing your team with numerous opportunities to engage.
Why Quality in a Custom Booth Design is Paramount
It’s easy to understand that some business owners bow to the urge to spend as little as possible on their display. Though tempting, saving a few coppers on the cost of your booth can end up doing more harm than good. There are a number of reasons why spending a bit more upfront will pay dividends down the road:
- Higher quality materials last longer.
- Higher quality materials make a better impression on potential buyers (good quality is synonymous with success).
Unfortunately, there are no guarantees when it comes to trade shows. That being said, following some of the advice outlined above is a good place to start.