A good booth experience can turn prospects into leads, and leads into sales. With this in mind, the need to stand out from other exhibitors by designing a professional booth is a worthy investment.
Ensure that attendees can understand your differentiated value proposition on first glance – test that it is understandable for three seconds or less – and make sure you don’t include too many distracting details that may overwhelm your audience.
Visual Appeal
As a business owner, you’re obviously trying to be seen. If you can gain customers’ attention at a tradeshow or event, then you should be able to gain their business – plus, attendees will remember your company for the cool custom displays you used. You definitely want to dictate the terms of your business and decide exactly when and how you hand over your product. By hiring booth set-up companies that specialise in custom displays or special branding for your business, you can stand out and be noticed in a ways traditional displays and signs can’t.
A memorable brand presentation will stick with visitors, help them attach to your company and improve brand recall – helping build confidence in what your business stands for.
Make sure to start with a well-designed presentation that will draw in visitors and encourage them to come to your trade show stand. Via interactive elements that might include touch screens or VR/AR technology, your presentation could have visitors experience various environments while simultaneously demonstrate how your product’s benefits can apply to everyday situations.
Interactive Elements
It’s a tried-and-true tactic. Using interactive exhibits in your booth can help you engage attendees and etch your brand into their memories. Appeal to their senses with a huge version of your logo or other selling points that take life in the shape of a mini golf course – or talk plainly in your products’ language – and you’ll not only show them that you care about their humanity, you’ll get your product into their brains.
If you build some cutting-edge event tech within your booth set-up – think touch screen monitors where visitors can flick through high-res images of your products or VR headsets that allow an immersive view of a 3D product model, or even a bit of competitive gaming or simply a photo booth, there will be something to draw them in. If there is seating integrated, especially for a busy show day, it’s likely that pedestrian traffic will stop by. The bonus is that once they do, they can sit down and you will actually engage with them on a personal level while you take down their contact information.
Strategic Booth Layout
Your layout and design are equally important for drawing attendees into your booth, entertaining them and converting them into sales. Through predetermined goals and objectives for their design efforts, there is assurance of their investment into exhibit marketing returning maximum results.
Impress your smarphonesters with a snazzy, usable visual hierarchy that pulls them into the site. Centre high-impact stuff such as products or lead capture areas. Put your principle interactive elements, such as a demo or a social wall, right in the spotlight.
Keep things on the same ‘wavelength’ to preserve brand identity and messaging: for example, if you are in healthcare, have nature imagery in the booth to attract the naturally inclined consumer, or use active lifestyle imagery this goes to match those looking for or experiencing weight loss or fitness or seeking a preventative health path. Add some chairs, so you can be seen as well as chat with consumers Also important is that you are visible enough in events that are dimly lit: if there isn’t much natural light – the lighting in convention centres is not optimal, backlit displays will help, backlight displays will help you be even more seen at events where organisers are not providing high levels of natural light – just remember to add the backlit displays your optics will have a boost!
Effective Use of Technology
Experiences designed with the help of interactive tech at your booth need to walk that line between remarkability and brand-reflection. If you want attendees to think, feel, and (hopefully) act upon an impression of your brand, choosing interactive technology that exhibits it (accurately) becomes incredibly vital.
For instance, a live demo could be highly effective at expos shows for a service-based business, allowing attendees to better appreciate the utility of what your brand offers; whereas selling products could put more emphasis on conducting hands-on demos with attendees about how the product actually is used in action.
Also, it’s a good idea for your endcap booth design to help people recognise your brand and potentially develop long-term relationships with you, well beyond the trade show floor. Include your brand’s logo, brand colours, and brand messaging throughout your entire trade show booth, so that your company’s name will be immediately recognisable to attendees when they see it. Signage can also direct visitors to a certain area of your booth.