CHOOSING THE RIGHT
DISPLAY
Once you've set your objectives and your trade show calendar for the year, the
next step is to choose a trade show display. The display decision should be
based on your specific show objectives, your budget, and your corporate branding
goals and guidelines. If you're the marketing director for a big company and
want to position yourself as a leader in your industry, you'll need a very large
space and a custom or high end modular exhibit. If you're a startup with a
limited budget, you should consider an inexpensive popup booth or a rental
exhibit. Most companies fall somewhere in-between these two.
Pop-ups are the most popular booth option
for 10 ft. x 10 ft. spaces and for sales events and conferences. There are a broad range
of pop-ups available in the market today and most are available with podium
wraps to convert the carrying case into a podium. Some of the key factors to
look at in selecting a pop-up are durability, ease of setup, availability,
fabric colors, and warranty. If you sometimes exhibit in smaller spaces you
should also consider a convertible booth which can be easily converted to a
smaller size. Be sure to deal with a customer service oriented dealer who's been
in business for a long time since there's no margin for error in getting a booth
to your trade show.
Pop-ups can be complemented with shelving, peninsula counters, backlit end-caps,
literature displays, and other accessories which can convert an ordinary pop-up
into a standpoint display!
Panel Displays are an alternative to
pop-ups, and, depending on their quality and countertop options, can provide a
higher end look than a pop-up. Panel displays generally hold more weight than
pop-ups so they can work well if you have heavier products to display or a
number of computer monitors.
Modular exhibits are higher end exhibits
that provide a custom look but can still be setup in a few hours, shipped in
standard rotomolded plastic cases, and thus have a lower total cost of ownership
than custom booths. Modular exhibits generally use higher end materials
including tensile fabric structures, extruded aluminum frames, high end
composites and laminates, and innovative bold designs. Modular exhibits will
hold more weight and can also be used to hold large plasma screens and LDC
panels.
Truss systems. Truss systems provide a bold,
innovative, and unique look to a display. They are also excellent functional
components that can be used to mount lighting, projectors, and Plasma or LCD
panels. The high weight bearing capacity of truss systems also makes them great
for displaying heavier weight products like books, bowling balls, metals parts,
etc. They also have a distinctive theatrical look that works well with certain
target markets. Truss systems are often used in conjunction with other display
structures like pop-ups and panel displays.
Custom Exhibits. Custom exhibits provide the
ultimate in branding and high impact. They are completely custom built so they
can be designed to meet very specific show objectives and may include elements
like rotating towers, theater spaces, conference areas, and numerous
product/service display stations. Given the higher cost of design, construction,
shipping, and install and dismantle (I&D), these exhibits are best suited
for companies willing to spend $40,000 or more for their display. The payoff in
a custom exhibit can be huge since it sets you apart from the competition and
creates a locked in memory of industry leadership.
TRADE SHOW GRAPHICS
Designing great graphics for your booth is critical to setting yourselves
apart from the competition. Some important tips to keep in mind are as follows: