Trade show exhibits are an integral component of the marketing mix, used as vehicles to capture the attention of attendees at conventions, expositions, and trade fairs – locally, regionally, nationally, and internationally.
Trade show exhibits help to:
- Achieve Industry Brand Recognition
- Launch a New Product or Service
- Sell and Promote Products and Services
- Obtain New Prospects
- Meet Existing Customers
- Reposition the Company
- Analyze Competitors
Strategy Comes Before Design
Strategic thinking and setting goals and objectives predicates the exhibit design process. This, along with booth size and budget, determine the type of exhibit that best represents your brand and begins the process of your trade show exhibit strategy.
On average, exhibitors have seven seconds to make an impression on each attendee. During that seven seconds, an attendee should easily know WHO you are, WHAT you do, and understand the main message being conveyed (ex. a product demo, a new version of software, an updated feature about your service, etc). Your trade show exhibit creates a perception about your company, should be a memorable presentation about who your company is, and you want to ensure that the attendee remembers a positive brand image after they have visited your booth.