Your trade show marketing will only be successful if your trade show exhibit design is a winner. Your exhibit must stand out from all the other trade show exhibits at the show. Fortunately, designing winning trade show exhibits is pretty easy. Don't let the professional trade show designers convince you that designing winning trade show exhibits is rocket science. It isn't. In actuality, it is basic common sense. Unfortunately, the fact that it is common sense doesn't mean effective trade show exhibits are all that "common". Judging by many of the trade show designs I've seen, it seems that more often than not, trade show exhibitors miss the mark and don't have a clear message. But by reading this article and following these basic steps, you'll have the "uncommon" knowledge to design and effective winning trade show exhibit that will stop potential prospects so you can talk to them and turn them into customers. Creating an effective trade show exhibit design is a simple matter of focusing on the following three points. First, your exhibit booth must grab the attention of people walking by. Consider your booth to be just one little tree in a forest (of many, many trees). If you don't have a design that stands out, your booth will just fade into the background. When people walk by your booth, you've got to have a something to grab their attention. One very successful method of "getting noticed" is to have a colorful background picture with a provocative tagline. Second, your exhibit design needs to clearly state who you are and what it is that you do. Your company name needs to be at the top in a large, easy-to-read font. Also in easy to understand terms, you must clearly state what your company does. If people can't look at your display and immediately know who you are and what you do, you need to start your design over. Third, your exhibit design must tell people WWIFT (what's in it for them). Your design must address this question to be effective. People reasonably are thinking about themselves and want to know if you can help them. For example, if you are a sales and marketing firm, you might say how many new customers you can get them. No matter what, you must tell people how you will help them. In the end, it comes down to this. Designing winning trade show exhibits means creating a design that does the three things above. You need a design that stands out. Of course, your design has to have your company name and a statement of what you do. And finally, your design must communicate the benefits you offer. Make sure your trade show exhibit design is effective and covers these three points, and be more successful with your trade show marketing. Here's to your next trade show exhibit being a smashing success!
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