The first impression that a show attendee receives about your company comes from your booth display. Presentation is not only the booth design and display; it’s also showcasing your brand and representing yourself with a professional staff.
You have seconds to grab a buyer’s attention to introduce your brand and products. (For additional recommendations, consult this presentation.)
- The message needs to be short, clear and specific. It should support your product function. Specific details can be in your marketing materials.
- The look is made with images, color and lighting. Images should complement the brand message and the product function.
- The signage reinforces your company name and brand and should be in a prominent and visible spot in your booth. Make sure to include your booth number on signage as well.
Now that we’ve gone over our general guidelines, let’s talk specifics:
- Your booth presentation should complement your products, not compete with them. Keep your products as the focal point. Enhancements like plants and lighting should warm the booth but not distract from what you’re showcasing.
- Don’t overwhelm the buyer with too much product. Keep it simple so the buyer can focus. Remember that post-show follow up is a great time to send samples, catalogs and other collateral.
- Merchandise your products in a way the buyer can envision them in their store. Set the scene.
- Keep enough room in your booth to invite and entice buyers to approach and feel your products.
- If you’re using shelves, keep it simple and at eye level so the buyer can easily see what you’re selling. Be sure to call out NEW products. Free “New Product” signs are available through the Exhibitor Marketing Kit.
- Lighting is a great way to highlight your products; research your options to manage expenses. Be sure that the cords are covered and tucked away so it’s not unsightly or a tripping hazard.
- Consider a counter top or tall café table instead of the standard table and chairs. This allows the buyer to stand or sit as they’d like and keeps you at eye level.
- Flooring sets a tone as well. Keep your flooring clean and uncluttered, free of cords and other potential hazards. Padded carpet is an additional expense but more comfortable for you and your buyers.
- Before you invest in the development of any booth designs, please review the Show guidelines to ensure your booth adheres to all booth regulations established by IHA and McCormick Place. Click here for Show Guidelines.
- Make sure staff is prepared
- Taking notes and business cards for follow up is critical. Free lead retrieval is available but quantities are limited. Have a plan for collecting leads and follow up. Rent your lead retrieval units before the Show.
- Promote NEW products, Show Specials, Eco-friendly and Made In America or other features that set you apart. Free pre-ordered signs are available.
- Be approachable and presentable. A trade show is the time to be meeting people. Eating, sitting, using the phone or lap-top creates the feeling that the exhibitor isn’t interested. Image is everything.
- Professional, polished and polite demeanor and dress will reflect upon the company. Friendliness and a smile at all times are still the nicest invitation.
- A cool giveaway creates buzz during an event, but functional ones make you memorable even after the trade show. You’re welcome to give product samples but be sure to also provide the buyer the appropriate form for security.
- Renting vs. Owning: When considering your budget and booth options you should consider your future show needs
- Renting a booth can be a quick and easy option. If you do multiple shows a year a rental may cost you more.
- Buying a booth is an investment but may be worth it depending on the amount you use it. Consider purchasing a booth you can easily take with you and set-up yourself. Using Fabric Graphics can be an easy return on investment.
But don’t take our word for it. Check out what some seasoned retailers have said:
“Create an open booth and viewable from the aisle”
“Larger is not important”
“High walls or closed booths are a turn-off”
“Make it easy to find a sales contact”
“Highlight new products” – retailers especially like the New for the Home signs offered by IHA for free
“Include company name and booth number on your booth sign”
“Use the lead retrieval device because it makes follow up with the exhibitors much easier”
