5 things to consider before purchasing trade show exhibiting materials... Promotionally Yours, Sheri Breaux

How to Design a Trade Show Booth

Posted on March 16, 2016 by Phil Peden

Since you’re reading this article there’s a good chance that this is your first rodeo, and you’re interested in doing your due diligence before you spend any money on trade show exhibiting materials. With that in mind we would like to share…


1. Exhibit Space
Before you purchase a single product, it’s a good idea to determine the space you’ll have to work with by researching the show you’re planning to attend and the booth dimension options offered. Once you know the specific measurements, use tape to create a mock booth space on the floor of an open room. This will help you visualize your space and make purchasing decisions easier.
2. Display Options
It’s important to familiarize yourself with the general types of trade show exhibit items. Images courtesy of Showdown Displays.

Table Covers

Retractable Banner

Table Top Displays

Floor Display with Podium

Floor SIgns

Banners and Flags

Material Stands

Tents

3. Form and Function
Because booth space is limited, the decision on what type of exhibiting materials to use in your trade show space is critical. Before you make any decisions, be sure you have a good grasp of what your event staff will need to properly tell your brand story.

• Signage – This one’s a no brainer, every exhibitor needs some sort of signage to let attendees know who they are and what they do. The real question with signage is what kind and how much do you need?
• Storage – Will you have a lot of brand collateral/literature, giveaways or products that need to be stored at the booth?
• Product Displays – Do you need space or shelving for displaying your product offerings?
• Counter Space – How much counter space will you need for marketing materials, product displays, demo space and general use if any at all?
• Consultation Space – Do you need an area for attendees and staff to interact out of the aisle that doesn’t block your signage and products?

Floor Plan Example

4. Audience Interaction
Most exhibitors purchase products and arrange them in their booth without considering how attendees will interact with the space. Planning how you will interact with attendees before you actually purchase your booth space/materials will help you decide what to buy and where to put it.

• Grab and Go – If you would like attendees to pick up marketing collateral or samples and then move on to their next stop, place your table and displays closer to the aisle to for easy accessibility.
• Stay and Browse – If you would like attendees to stop and browse products or interact with staff, place your tables and displays around the perimeter of the booth allowing attendees to “come in” from the aisle.
• Wall of Graphics – If your intention is to wow traffic with attention getting graphics and messaging, you can remove the table and use large or multiple floor displays that can be seen from all directions.

No matter what layout you choose, keep it flexible as all exhibit spaces are different and you may need to adjust your layout depending on your neighbor’s displays, foot traffic direction or changes in your area’s square footage.

Display Layout Example

5. Simple Design
Now it’s time for the fun part, visually telling your brand’s story. Before you call your graphic designer here are a few things to keep in mind.

• Your display’s main purpose is to grab attention and simply convey who you are and what you have to offer. By focusing on one central image and overall message attendees will quickly relate to what you have to say increasing the chances of them stopping.
• Use a clean typeface that can be easily read at a distance.
• Use text sparingly. As much as you want to list all the features and benefits of your products or services offered, don’t. No one is going to stand in front of your displays and read a lot of text. That is the purpose of your marketing collateral.
• Keep your logo front and center and be sure to take into account people or objects being in front of your displays. It’s a good rule of thumb to keep your logo in the top 1/3 of your displays.
• Put your website, email or phone number on your displays. Horizontal or vertical bars are a good place for this information to keep it from breaking up the general

For help planning your next trade show booth or to purchase trade show items Contact your HALO Account Executive  and for tips on building a trade show marketing plan download our white paper  “Booth! There It Is”.