Set Yourself To Sell At The Convention!

Trade shows, expos, exhibitions, conventions… there are many names to identify the fairs that are held regularly by each and every field of business to grow their customer base and appeal to the mass public. In any business, these exhibitions hold a very important position in the many business activities that are regularly conducted, more so if the particular business involves the sale of particular products or services to the entire public, and not just a niche sector.

As such, it is imperative that businesses take the utmost advantage they can from these exhibitions, where they can meet and converse with not just customers and clients, but also equals and elites of the field. To that end, the exhibition booth design is probably the most important aspect that needs to be addressed. Most businesses have a couple or so of booths to use at expos; these mostly vary by size as the space area that a business can (or affords to) book can vary from exhibition to exhibition.

The main question that should be answered when considering the design of a booth is no doubt its impact. It should be obvious to any individual that an exhibition is filled with well over a hundred different booths (and even more if we talk about large scale international or global expos!) and that the impact a booth can make on passers-by therefore becomes a major point of focus. Most passers-by will only glance at each booth for a few seconds at most: it is in this extremely short timeframe that a booth needs to attract or refuse an individual. What do we mean by this? Simply that a booth needs to only attract people with an interest in the business – other individuals need to be discouraged to visit the booth in order to reduce traffic and therefore allow undivided attention on customers with an interest in the activities and products of the business.

For the methods that should be used in designing a booth per se, you can either rely on 2D techniques or 3D techniques done by professionals. Beyond this, you will also have to consider the banners and other signs you will employ in order to display the name and related products and activities of the business: you can use lightbox signage, banners, and a-signs for example. It is important that you do not lose track of the main ideals behind your business, and that you always focus on your target demographic first in order to avoid creating overly crowded or unappealing marketing and advertising strategies.

Do not forget however to factorize the cost into the creation and design of your booth! Whilst you will be able to use a booth for many years to come, it is also important not to go overboard in the design, and to always remember to incorporate cost-effective alternatives where possible.

Anthony Hurst

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