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A key stumbling block for first time exhibitors is selection of display itself. Too many young companies attempt to build their own displays, which look unprofessional and can cause more than a few headaches during transport and set-up. In general, a pop-up display is best option for budding exhibitors. The displays are affordable, easy to maintain and set-up and with compelling graphics and a keen salesman, can make any company look like IBM while on trade show floor.
A 10' pop-up trade show display is a good choice. It's lightweight, easy to install (if it takes more than 15 minutes, you've done something wrong) and it comports well with "Get-Home-Syndrome" at end of show. The "Get-Home-Syndrome" says all you really care about at end of a trade show is easily dismantling display, putting all components into case and exiting exhibit hall.
If you can afford it, reserve 20' instead of customary 10'. Why? Have you ever tried to talk to a prospect or suspect while your colleague was talking to another prospect or suspect in a 10' booth? There's no more room for anything else. I don’t care if you’re a Fortune 500 company or a mom and pop. It’s all about room. If demand is great, you need more space.
Here are some other easy rules of thumb when buying, setting up and utilizing a display of any kind: •The simpler better. Good, clean design and presentation speaks volumes about an exhibitor. •Keep background colors neutral if you have individual graphics. Bright photos/logos/benefits panels leap off neutral backgrounds. Grey and black are most common colors used in trade show booths. •If you have a mural, gravitate to a darker colors, imperial blue and black. Frame graphics with blue or black to help them standout. •If it takes you more than 15 minutes to set up a booth you have wrong booth, too much display information or are otherwise making your display too complicated. •Never, let me repeat that, never place your table parallel to your display. It’s a mistake that vast majority of boothsmen make. They set up a long table, stand behind it, blockading themselves from their customers and blockading their customers from their display.
Now that you have your booth organized and you’ve learned how to attract prospective customers to it, remember that attending a trade show is just one step in process. It is critical that you not limit yourself to one show. You and your management team (or you, if you're it) should determine to go to a minimum of three shows annually. Choose those that are attended by decision-makers in your industry and find something new and exciting for your display each and every time you’re in booth.
Trade shows are excellent sales builders and company that ends up with most leads at end of show…WINS!
Jim Deady is the founder of Showstopper Exhibits selling trade show displays, banner stands and other trade show booth materials at www.showstopperexhibits.com. Permission is granted to reprint this article, either online or in written publications, as long as this resource box and the link to Showstopperexhibits.com are attached at the end of the article.