Putting Your Trade Show Booth in the Spotlight

It doesn’t matter if your product is the one that will change the world; if it doesn’t get noticed at the trade show, it may never see the light of day. Not to make too much of the trade show (or your product), but if you’re going to invest your time, energy, and resources to attend and work a trade exhibition, you’d better make it worth it. Here are three tips for putting your product Center Stage.

Location, location, location. Sometimes it’s the luck of the draw, but sometimes you can scout your spot at the expo. One that is visible from multiple locations in the venue and is in a high-traffic area is preferable to one wedged in a row of other booths or in a distant corner of the venue.

Appealing, not appalling. Businesses will try everything to get potential customers to stop at their booths: flashy lighting, popcorn, entertainment, giveaways – you name it. But we’ve all seen booths that go too far. Your booth should be the one that stands out because of its professionalism, clean elegance, and clarity. You want people to look closer, not shield their eyes and walk away. Do this with thoughtful design of the booth: subtle lighting to spotlight your product, attractive flooring, easily read signage, and knowledgeable, friendly, and professional people staffing the booth.

Approach from multiple fronts. We hear a lot about how children learn in different ways: visually, aurally, kinesthetically. Guess what? Those kids grow into adults who also learn in those ways, so keep that in mind as you plan communications for the trade show. Be prepared with looping video presentations, brochures and information sheets, and engaging personnel.

That’s the quick and dirty: visible and accessible, tastefully tailored, and multi-faceted communications. If you have no time or money for anything else, these three suggestions can all be scaled into your preparations to make sure you have a positive, and productive, trade show experience.