Trade shows are widely considered to be one of the best opportunities to get out in front of the masses to highlight your business’s offerings, showcase the latest products and services in your industry, and to gain valuable exposure for your company in general. It’s also the perfect opportunity to make connections and examine what’s going on in similar and different industries, depending on the show you choose. As such, it’s not only critical to assemble a booth that will help you stand out in the crowd but also to choose the shows are the most advantageous in meeting your specific goals.

First consider whether or not attendees are in your target market or are even likely to be future customers or clients. Establishing direct contact with a smaller group that is specific to your target market can often times prove to be a far better investment of resources than exposure to thousands of generalized visitors who may not be interested in what you have to offer. However, this might not be the case if branding and exposure is in fact your goal for the event. Overall, trade shows can be a powerful tool that when properly utilized will help you connect with potential customers, increase your visibility in the community, and even check out your competition.

As the sky is the limit when it comes to trade show presentation, it’s important to work with professionals who have a great deal of experience with trade show displays and promotional materials.

“Trade show planners will find their local Chamber of Commerce is a great resource for finding recommendations on preferred vendors with a track record of providing excellent customer service,” advises Jaime Henning of the Lincoln Chamber of Commerce. “Booth design and marketing are key to the success of a company’s booth at a trade show. So much can be done whether you have a small or large budget in marketing your company’s advantages. Encouraging attendees to visit your booth by utilizing social media or mailers ahead of time is a must! Avenues such as Facebook, Twitter, graphics, apps, Instagram, websites and blog posts all help grab attendees’ attention and contests drive more likes and followers which equals more engagement.”

When deciding on the elements of your booth, you’ll need to work within the size of the space as well as getting creative with incorporating visual elements that will attract attendees so that you have the opportunity to establish a connection.

Jared Shald Sign Pro of Lincoln Inc. Trade Show 101 in Lincoln Nebraska“Our most popular products are retractable banner stands,” explains Jared Shald, owner of Sign Pro of Lincoln Inc.  “We offer many different sizes and configurations; retractable banner stands are ideal for event such as this where you’ll be promoting your business because they are eye catching while being both economical and versatile. They can be used singularly or put together to form a wall, in addition to being easily transported and quick to set up.

A newer trend we’ve seen is the incorporation of LED displays into trade show booths.  This can range from an I-Pad stand that can be used for prospective customers to sign up for giveaways all the way up to large flat panel monitors showcasing your company’s products and services.”

As far as your return on investment from the trade show itself, Shald also emphasizes, “Trade shows are a great way to gain exposure for your company and show people exactly what you are about and what you can offer them.  Making sure you are involved in the correct of show focusing on your type of business or customer base is key to what you will take away from the experience.”

Matt Ashmore Eagle Group - Trade Show 101 in Lincoln Nebraska“Retractable banner stands are definitely popular among our clients who are designing a trade show presentation as well,” says Matt Ashmore, owner of Eagle Group. “A major benefit is that they are large enough to be visually attractive while being user-friendly. There are different versions at different price points, from a simpler design with an X frame on the lower side to huge fold-up kits that surround the entire booth. It’s more and more common to add video options with a tablet included, along with the more traditional methods of incorporating a looping video or slide show, these options can be integrated into the display products themselves as well.

Rack cards and promotional items are also a must at trade shows. Rack cards easily convey your message and allow the people you connect with to retain your information for future reference. I always advise to go big and simple; you want them to be visually appealing and easy to read, so it’s important that they are not overly busy or have too many words. As far as promotional products, while notepads and pens seem plain, I can assure you they really do get serious mileage as they are functional and commonly passed around. Koozies are another solid item that remains popular year after year. If you’re looking for something unique, that’s certainly not a problem either as there are plenty of those available too.”

He adds, “The number one rule we tell our clients is to have your logo visible in your presentation. Your goal in branding your business is to have visitors recognize it when they see it in the future, wherever that may be. It’s also important to make sure that all of the elements of your presentation flow together so your booth is bold and eye catching but not overly complicated or busy. Finally, make sure that you have enough promotional items on-hand for people to take with them.

Planning ahead will allow you to be thoughtful in your design and will also reduce your margin for error on the production side from conception to final product assembled at the show. In addition to promoting your booth at a trade show with postcards or online resources, it’s also highly beneficial to use advertising to your advantage in promoting your presence at a trade show. I’ve found that it’s a common oversight, and especially since you’re already investing in consistent advertising for your business you may as well use it to your full advantage!

I encourage everyone to go bigger and better every year to build up your presence. It’s important to budget accordingly, but the best part of designing your trade show presentation is that the sky’s the limit! Above all, it’s your chance to make an impression so it’s important to plan in advance so you are successful in doing exactly that.”

Michael Domgard Outpost12 Studios - Trade Show 101 in Lincoln NebraskaIncorporating technology has given businesses many more options for a set-up that stands out among the crowds in today’s competitive trade show environment. “To be remembered should be your number one goal when exhibiting at trade shows,” agrees Michael Domgard, owner of Outpost12 Studios. “At Outpost12 studios we like to include interactive and engaging technologies when exhibiting at trade shows. We’ve won several awards for our efforts and have also won best exhibitor at several shows for our interactive experiences.  We are more than happy to lend our expertise in helping our clients out with their trade show presentations as well. Make sure to ask us how we can help generate a positive buzz for your company while at and after your next trade show.”

Janet Denison Vision Exhibits - Trade Show 101 in Lincoln NebraskaWhen designing your booth, it’s important to consider what aspects you’ll be including that will encourage interaction and to be mindful of how all of the elements you wish to incorporate will work together to produce your desired results. “Public demand for more interaction at live events means the display now serves as the environment for expressing the brand and facilitating the sales process,” adds Janet Denison, President of Vision Exhibits. “The exhibit has become the silent ambassador, convening the corporate image while supporting the face-to-face efforts of the sales team to communicate with clients and prospects. Regardless of the size of the booth, every client wants their exhibit to be unique while remaining cost-effective. At Vision Exhibits we customize exhibits and banner stands to make them unique and fit the clients’ marketing strategies.

In fact, booth layout is one of the top three factors that improve show results. That’s why exhibits are being designed to be more open and using the space above the booth whenever possible. Using fabric structures to build creative spaces above the booth increases visibility of the brand.

Among the most popular exhibit systems for 10’ spaces are the XPlus displays. These exhibits are loved for many reasons: the graphics stay on the frame so it sets up in seconds, the graphics are easy and affordable to update, and the frame carries a ‘Lifetime No Questions Asked’ warranty which bypasses other defect-only warranties. We have clients who have owned the same XPlus frame for decades. The HangTen and Envision exhibits are also popular because they have a sleek and strong appearance and they’ve been designed to go together in less than 30 minutes without the use of hand tools. Plus, clients can build on these to make larger exhibits and it’s all within a cost-effective budget.

For larger booth spaces, our rental exhibits are popular as they offer the ability to make a dynamic presence without the commitment of a capital expense. Rentals allow exhibitors to enjoy all of the benefits of custom design impact, effective brand communication and functionality while saving money.

But attractions to lure attendees into the booth don’t need to stop with visuals. Using attractions that involve one or more of the five senses is very effective. One of our most successful clients uses a scent machine, hands out cookies, uses special lighting effects on the exhibit, and has hands-on demos of the equipment.

Social media promotions have evolved from just posting invitations to elaborate strategic promotions. From hashtags to selfies, exhibitors are using the technology to incorporate what people are using every day to extend their brand through online contests. Large monitors display dynamic live feeds of the results.

Furthermore, lead retrieval trends have quickly moved away from the hand-held bar scanners and laptops to apps. Activating a license on a smart phone allows the sales staff to get leads outside the convention hall and increases the prospect pool.

There are a number of excellent resources for planning your show, from booth space selection to measuring success. A Guide to Successful Exhibiting as well as white papers for exhibit planning, design strategies, social media, graphics that work, and weighing rental versus purchase options are available at NomadicDisplay.com.”

She further advises, “Face-to-face marketing is a major benefit of trade shows, especially since a substantial amount of business is done through email, text, and online meetings. When you have the opportunity to engage personally, your odds of closing sales increase dramatically. Important signals from facial expressions and body language help you to react more effectively in terms of how to close the sale or customize services to better fit your client.

When preparing for an upcoming show, start with when the exhibit needs to arrive at the show and then work backwards to set deadlines for shipping, printing, promotions, content and so on. Make sure to take internal factors into consideration as well, including how much time should be allotted for design, photography, video and the availability of key players that will need to provide content and approval. For all of that to come together, it’s important to map out your pre- and post-show promotions along with defining how you plan to measure the success of your investment. In addition, you’ll want to address how you will manage the booth staff, including who will be the leaders and what information they will need to know.”

Along with adequately preparing for all aspects of your trade show presentation, promoting your presence at the event is an essential part of directing attendees to your booth. It is easy to get distracted at trade shows with so much going on, but by creating interest and buzz ahead of time, guests will likely make it a point to specifically seek your business out among all of the others. Mailers, social media, and word of mouth are all very powerful–promote, promote, promote! Attracting attention with unique aspects of your booth and presentation, offering drawings and giveaways, or promoting special discounts are all excellent tools that can be utilized to get the most out of the trade show experience.

To ensure that you maximize your investment of time and resources to attain the goal of standing out in the crowd, connecting with potential clients, and effectively delivering your message, make sure to plan ahead and consult our local experts who have plenty of experience in trade show presentation.