Get Noticed – Trade Show Displays
Trade shows are showcases of the latest products and services that a particular
industry has to offer. For a vendor, trades shows are often a critical component
of that company’s marketing efforts. For attendees, trade shows, also known as
trade fairs, are a means to stay current with products and services they
purchase for business or personal use. Trade shows, therefore, are an important
nexus for vendors and their clients and customers.
Companies that rent space at trade shows want to receive the greatest possible
exposure during the several days of the event. Consequently, prime floor space
at trade shows is expensive and obtaining it can be competitive as companies
jockey for high profile, high traffic locations. This highlights the fact that
visibility and impact in an exhibitor’s trade show presentation are both
important in getting the greatest return on the costs involved.
Trade Show Displays: Function
Exhibitors set up
trade show displays for two purposes: to have a place to
demonstrate their wares and to draw attendees in to inspect those wares. For the
first of these, the choice of a display booth will vary depending upon the
nature of the wares being shown. This functional aspect is the starting place
for any display choice. In some cases, particularly for services or intangibles,
a company may have little to physically see or handle and a booth primarily
serves as a place to greet and converse with clients. Other companies need a
more inclusive space to allow customers to handle product, see demos, be
entertained or become informed through visual presentations, and perhaps even
place orders. Presentation purposes drive a trade booth’s size and design.
Trade Show Displays: Impact
The second purpose of a
trade show display is to attract as many likely
customers as possible. Vendors always strive to have different, attractive, and
contemporary displays to pique a customer’s interest. Fortunately, today’s wide
variety of materials allows for color, graphics, and design to be applied to
every aspect of a display booth inexpensively. Most booths allow for
interchangeable panels or banners to allow for continual visual variety.
Visual impact is especially important for those floor spaces that are smaller
and farther away from the main entrance. Visually appealing signs and materials
help bring in customers from all across the fair grounds. Some trade shows allow
banners and surfaces to be held high so a company’s logo or advertisement can be
seen from afar. Additional, carefully placed signs and graphics may also be
allowed elsewhere by trade fair organizers.
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