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Exhibit Design Tips for Maximizing Results

by Gwen Parsons 23. July 2013 19:07

Exhibit design is one of the most powerful and least understood elements of trade show marketing. A display is your ambassador, a temporary representative designed to communicate on your behalf and foster commerce. For this reason, the overall design should attract visitors, reflect your brand personality, and provide a platform for developing your business relationships. So here are a few trade show display ideas for creating a dynamic trade show booth design.

Use Height
Take advantage of the highest point of your display to place your company logo. Lightweight fabric structures in a variety of shapes may be hung above your display for visitors to locate your booth across the show floor and as they walk down the aisles. You don't have to spend a lot to maximize your space. Tall structures such as towers with signage at the top can create similar effects without the expense of ceiling rigging.

trade show exhibits

Draw Attention
Think of attendees as specialized and discerning shoppers that are influenced by what they see, hear, or smell. Motion can catch attendees' eyes while LED spot or backlighting can make your graphics pop. Use music and special sound effects to stimulate their curiosity and because smell is our strongest sense, use it to lure visitors in with fresh coffee brewing, popcorn popping, or chocolate chip cookies baking.



Open Up
Make your visitors feel welcome with an open and inviting floor plan. Encourage entry by offering easy access to your space from multiple points. To that end, think more space, less clutter. One general rule of thumb is to leave 60 percent of your space frontage open and at least 60 percent of the floor space unoccupied.

trade show display

Provide an Experience
Don't underestimate the power of face-to-face contact with your product. The number one reason people attend shows is to see new products. Nothing sells a product as effectively as a truly hands-on experience. Visitors look for opportunities to see and touch your products to learn about them. Integrate product display into the exhibit, distribute samples or conduct in-booth demonstrations.

For more tips on trade show design, download our special report "Exhibit Design Strategies that Maximize Results" today.

 

What Your Exhibit Designer Needs From You

by Gwen Parsons 10. July 2013 00:12

Exhibitors often ask what information is needed to start a new trade show booth design. Ideally you want a well thought out trade show display solution that will help you achieve your marketing objectives. Better quality input from you will produce better quality output from your exhibit designer.  So take the time to gather the right input.

1. Exhibiting calendar

Once you have selected your trade shows, create a list of each of the events you plan to attend and their space sizes. Based on the number of events and their space sizes, it may be worth considering a modular display that can scale to fit different change and adapt to each event and trim provide you with costs savings that may be applied across your trade show marketing program. If you have  a one off situation, it may be advisable to use a trade show display rental.

2. Concise design brief

Your brief should describe your marketing goals, how you plan to engage your visitors, explain your products/services that will be featured and demonstrated. Try to express the look and feel you want your brand to portray to potential clients.  Describe your plans for visitor interaction – touch screen programs, product sampling, small group meetings, live presentations, etc.  While you may not have every detail pinned down, document what is firm in your mind.

A brief is not only helpful to your designer, it can also help you evaluate the display design concepts they present. Download our Exhibit Design Strategies which contains a tutorial to help you write a brief.

3. Realistic budget

Be open about discussing your budget and any cost cutting strategies you want to pursue.  Designers do their best to create a design solution to fit your budget.  Prepare for the discussion by researching the size and type of display designs that fit the design brief you created.

4. Design tools

Design time is better spent designing than searching for materials.  Your designer will need to understand the corporate image guidelines for your brand, and have access to the logos, artwork, photos and/or graphic images you want used in your exhibit design.  You will need high quality images since they will be printed in large format. If you decide to have graphics designed by an agency, you will need to provide them with graphic file preparation instructions like the ones in our GraphicSource Guide.

5. Adequate time

Plan to provide a brief to your exhibit designer at least three to six months prior to your event.  You will receive a better thought out exhibit design with less stress for all involved.  Keep in mind the time required for decision-making by members of your organization.  Artwork proofing and exhibit build production times will vary depending on the size of your project.

 

Why Fans are Flocking to Tension Fabric

by Gwen Parsons 19. June 2013 16:56

Whether it’s an event or trade show, graphics digitally printed on tension fabric can be seen on everything from hanging signs to counters.  Rapid growth in the popularity of tension fabric displays in recent years is likely due to key advantages like these:

  • Fabric graphics deliver high quality, continuous tone images in a vivid range of colors.
  • Fabric graphics are less expensive than rollable magnetic graphics.
  • Fabric graphics are more durable and easy to maintain. They don't ding or dent. They are fade resistant and also machine washable.
  • Fabric graphics are lighter in weight and ship compactly which helps reduce storage, transportation and handling (aka drayage) costs.

For a purely graphic backwall, nothing beats combining fabric with a pop-up for the ultimate in portability and speed. Our popular FabriMural™ display offers lightning fast set-up because the tailor-made fabric graphic travels pre-installed on our Instand® frame. Just pop it up and its ready to show. The all-in-one convenience of our RollOne case allows you to ship FabriMural™ with a counter conversion kit featuring matching graphics. For a limited time you can have a fabulous FabriMural™ display for less with our current promotion. Download a discount coupon here.



Silicone edge graphics (SEG) enable fabric to be pressed into the built-in track of aluminum extrusions.  The result is a crisp edge-to-edge finish. Accessories may be added to fulfill both aesthetic and functional needs. Options such as fabric canopies in a variety of shapes and signage provide dimensionality and real estate for brand messaging. iPad mounts, flat screen monitors and product pedestals serve the functional requirements of a presentation.



Although fabric displays with SEG tend to be more elaborate they can still ship in a wheeled case and be simple to assemble. Our HangTen and Inspire fabric displays also include a folding step stool for those hard to reach places.  See for yourself how easy it is to set-up fabric displays with SEG by watching our installation videos.

Whether you choose the speed and simplicity of a pop-up or the upscale aesthetic of an extrusion based display solution, brilliant tension fabric will make you a fan too.

 

5 Ways to Make the Most of Your Inline Trade Show Display

by Gwen Parsons 7. May 2013 18:57

Trade shows are investment of your time and money but well worth it when the end result is making a great impression on your clients and prospective buyers. Luckily, there are ways to do this even with a smaller footprint - here are five of our favorite tips.

1. Keep it clean and bold. Less really is more, especially with smaller exhibit spaces. A display with too much going on looks cluttered. Work with your exhibit designer to blend bold graphics with your products and digital media so they work together to promote your company to its best selling advantage.

2. Maximize your space. Eliminate as many barriers to entry as possible. Place draped tables to the side instead of out front. Place computer workstations and lockable counters against the backwall so visitors are comfortable entering your booth space to learn more. Split up the activities in a 20' space to spread out your visitor traffic. For example, place a conversation area with a table and chairs on one side and a demo area on the opposite side.

nomadic trade show exhibit

3. Make it bright. Visitors are drawn to bright displays like moths to a flame. Lighter shades of color in flooring and cabinetry can make you look larger. Use pops of color in signage or carpet to provide an element of surprise. Top it all off with halogen or LED lights and you'll glow on show floor.

4. Engage your visitors. Once you grab the attention of passersby, you need to give them a reason to stay. Attendees are at the show to learn so give them a way to see, hear, touch, taste or smell your products. Use interactive tools, hands on demos, samples, etc. that will involve your visitors.

nomadic trade show display

5. Get your tech on. New technologies have opened new opportunities for exhibitors to leverage smaller floor plans. Big screen motion graphics, touch screens, tablets, video badges, RFID and so much more. You don't have to use every technology, but try your best to take advantage of the trend.

Remember, its not the size of your trade show display or budget that determines how successful you will be.  Strong design, creativity, and good booth management are all major factors in trade show success.  Even those on lower budgets can create stunning displays that attendees will love, and the right combination can keep people coming back again and again.

For more design tips, download our Special Report on Exhibit Design Strategies.

 

Ten Tips for Producing Your Own Videos

by Gwen Parsons 21. February 2013 18:02

Video is powerful and has many uses, whether you're a B2B marketer, or work directly with consumers in the B2C world. B2C marketers often use video to convert buyers on e-commerce sites, and B2B marketers see success when using them to raise awareness and interest in their products and services.

Get creative! Put videos in your emails, on corporate sites, and social media networks. Customers can also play them on-demand, on tablets and smart phones – and don’t forget to include an eye-catching video in your trade show display

Nomadic Videos

(View Nomadic Display videos here)

Here are our top 10 tips for adding video to your marketing arsenal:

1. Establish your goals.
Sure, video is great, but you should have a strategy. Be clear about what you want your video to do for you. Introduce your company? Promote a new product? Build confidence in your service? Consider how you will measure the success of your video - views, re-posts, website traffic, etc. If you don’t know what you should expect with your first video, monitor these and other metrics to create a baseline for comparison to future videos.

2. Tell your story.
The passion you have for your company, product or service can be contagious – video is great at capturing this passion unlike any other medium! Strive to educate and entertain your viewers. Create content that addresses your client’s key pain points and the factors that influence their purchase decisions. Think about the content you want to present and then decide the best method to communicate it - an interview with a member of your organization’s leadership? A how-to demonstration? Live testimonials taped in your booth?

3. Plan your shoot.
Storyboard the shots you’ll need to videotape. Thinking it through will help you generate a list of what you’ll need - from what people you'll use, to what props will work best and the location(s) you'll need. Just remember to choose a location with good lighting.

4. Need Voice?
If you plan to videotape someone speaking, provide them witha microphone. An alternative is to write a script and record a voiceover track to be added in the post production editing stage. Your script can be translated and recorded to create different language versions of your video. Be sure to record in a closed, quiet room free from noise in surrounding areas.

5. Action!
You don't need a big budget - an amateur can run the camera, but invest in a tripod to eliminate the potential for shaky results. To avoid distractions in the background, shoot close to your subjects. For how-to demos, avoid shots with anyone’s back to the camera. Instead have them stand to the side or facing the camera whenever possible.

6. Keep it brief.
In the fast-moving Internet age, most agree that a few minutes is all you need for the final edited video. A general rule of thumb is 3-4 minutes.

7. Sound of music.
Background music should enhance the presentation, but not over power it. Consider adding music to the intro and possibly again at the end. Be sure to use rights-free or royalty-free music.

8. Contact us.
Remember to title your video and include your company logo at the beginning. Close your video with contact information and/or your website URL so that viewers from viral sharing can find you.

9. Optimize your video with titles, descriptions, and tags.

10. Have fun.
According to Dale Carnegie “People rarely succeed unless they have fun in what they are doing.” 


How to Stand Out at Trade Shows With Motion Graphics

by Gwen Parsons 14. February 2013 12:17

Trade show attendees are bombarded by stimuli at shows. A crowded show fights for attention from all of an attendee’s senses – sight, sound, smell, taste and touch.  So what can you do as an exhibitor to make your display stand out in a sea of others?

Technology is offering us new ways to engage visitors.  Flat screen monitors continue to grow bigger in size and smaller in price, so consider adding one to your display to complement your booth. Wide screen monitors offer a great way to stand out from the crowd, get the attention of passersby and communicate your marketing message in seconds.  Consequently exhibitors are incorporating wide screen monitors with motion graphics more frequently into their trade show displays.

Motion graphics presentations play continuously on a loop throughout the duration of your event. Motion graphics don't have to be a huge undertaking; they can be created using stock photos, commissioned photography, rendered art, and video. They can be strictly visual or include music and sounds.

Plus, you'll get a lot of mileage out of these graphics. A single investment in a motion graphic presentation can be used to promote your company and its products before, during and after your shows. For pre-show promotion put it on your website and include it in your email broadcasts.

At the event, create an inviting atmosphere that makes buyers feel comfortable approaching and entering your space. Monitors with motion graphic presentations can be positioned to play out to the aisles as a way to draw attendees into your space.  You can also place motion graphics within your space. A warm, even soothing, environment can extend and enhance your engagement with visitors. Click here for a relaxing example.

Another way to put your graphics to use is after the event by your sales team during face-to-face meetings. Graphics can be played on demand on their tablet or smart phone.

For more on this topic, take a look at this webinar hosted by the Trade Group.

 

Four Displays in One! Making Your Trade Show Booth More Cost-Effective

by Gwen Parsons 29. January 2013 21:02

In a sea of trade show booths, we know how important it is to make the best first impression you possibly can. Visitors are constantly being
 bombarded with visuals as they walk through a trade show venue, so you
 want to do your best to make sure yours is the display that catches their 
eye.

To help you do just that we're pleased to announce our new line of innovative fabric display solutions, Inspire. One of the most attractive features of the 
Inspire series is its convertibility. The canopy can be altered into four 
different shapes, all using the same cover. This makes it easy to attract attention with different designs without having to buy a number of different types of displays.

Exhibitors can have a unique look from show to show. Inspire’s innovative canopy converts into four different shapes using the same tension fabric canopy cover – its like getting four display designs for the price of one. Inspire is a budget-stretching tension fabric display solution because it's scalable, enabling exhibitors to get an upscale, custom modular look but at an affordable and competitive price. Get the latest features and functions in the form of interchangeable accessories, scalability, on case packing/shipping for a basic unit, and easy set-up.

Additionally, options like iPad stands, monitors, product pedestals, waterfall brackets, slatwall and more mount easily to aluminum extrusions. Mix and match or rearrange them to suit different presentation requirements.

A ten foot Inspire expands into an impressive twenty foot inline and converts into a kiosk or even a table top with the purchase of additional fabric graphic panels. Plus Inspire is delivered ready to accept a second fabric graphic panel on the back side for double the presentation impact.

The new “Inspire” line of fabric displays offer exhibitors an upscale aesthetic at a refreshingly competitive price tag. Get all the details of our new Inspire line here.

 

 

Trade Show Inspiration from Vincent Van Gogh

by Gwen Parsons 16. January 2013 21:17

Vincent Van Gogh said “I dream my painting and I paint my dream.”

Exhibitors dream their program and then create it, too. At a trade show your goal is to reach your target audience. Your advertising campaign, exhibit design and promotional strategies should work together to inspire your audience to visit you and learn about what you can do for them.

Simple? Not so much, which is why exhibitors depend on internal and external resources to write, photograph, design, fabricate, and build material for pre-show, at-show and post-show event marketing activities. That got me thinking about where the various contributors find their creative inspiration.  When asked, the exhibit designers I spoke to said they get their inspiration from the exhibitor; by what the company does and through conversations about what they want to accomplish.

So where do exhibit marketers get their inspiration? There are a number of sources for inspiration including peers, magazines, newsletters, other exhibitors and, of course, websites. Display solution galleries enable exhibitors to browse trade show display designs that offer their desired features, functions and details – or perhaps features that are brand new to them! While some exhibitors locate the exact design they want, many locate several examples to express the characteristics or attributes they want to combine into their own customized display design or environment.

Tell us about your sources of creative inspiration.

 

How Will the Fiscal Cliff Affect Your Trade Show Budget This Year?

by Gwen Parsons 10. January 2013 03:15

Although a last-minute deal was reached to avoid the Fiscal Cliff, many of the details remain to be seen, particularly at the level of individuals and privately-owned businesses. With some major decisions still to be made by policymakers in the spring, many question marks remain and the future is anything but certain.

In short, this means that when it comes to budgets, marketers will continue to be challenged to invest wisely. Exhibitions will continue to compete with other marketing channels for funding so every aspect of your program needs to be well-planned and thought out. To protect your brand and assure maximum impact with your target audience at exhibitions, it’s essential not to skimp on your trade show display. However, you do want to get the best value for your money, and trim expenses where you can.

The square foot cost of trade show space continues to increase year over year. Unfortunately you can’t avoid or negotiate booth space rates so cuts have to be made in other areas of the budget. Marketers are tightening up spending in areas like storage, freight, drayage or handling, and labor. You can still squeeze the most out of your display budget and have an impressive and effective trade show display.

 

 

Nomadic is here to help because with a series of new cost-conscious display solutions that we recently released to better serve your budget requirements. In fact, to help you get the most bang for your display buck, we’re kicking off the New Year with special offers on seven different Instand® pop-up displays. These offers are available for a limited time and represent a significant savings, which can really help save you time and money. Have a look at the details of these offers and choose the one that works best for your needs. Plus our “No Questions Asked” Lifetime Warranty provides you with complete peace of mind because you’ll receive repairs or replacements FREE even when the damage is your fault.

Our product lines integrate with one another enabling you to purchase or rent add ons that alleviate the need to continually replace your display. In addition, many of our products are designed to scale – - to expand or contract based on your space size requirements. Maximize your budget by investing in one solution that serves more of your marketing needs.

 

How to Demonstrate the Sales Value of Trade Shows

by Gwen Parsons 27. November 2012 22:39

Study after study shows that companies believe trade shows are an important part of their annual marketing plan. However, while companies are gradually beginning to invest more in marketing, they still want to know the results from that investment. After organizing a compelling trade show booth and promotion campaign marketers return from the event.  Then the time comes to demonstrate the value of their participation in trade shows and events.  This often leads marketers to express frustration.

 At Exhibitor2011 there were more than 20 sessions on trade show measurement and demonstrating ROI – something we help you do in our brochure on successful exhibiting. In fact, it’s one of the most popular topics at the annual conference. So I asked colleague and workshop presenter, Susan Brauer of Brauer Consulting Group.

Susan reports that workshop attendees often jump to wanting to measure their ROI without having any kind of closed-loop lead system in place. They describe some of the obstacles to measuring ROI as

  • Lack of accountability for reporting if marketers organize and promote the show and leads are turned over to sales

  • Insufficient time to collect and compile the information

  • Internal system silos that make it difficult to link sales recorded in accounting with leads recorded in a database

  • Lead times for actual sales are longer than can be reasonably tracked

Susan teaches that the purpose of the trade show is to accelerate the sales process. She believes the bigger issue is that exhibitors don’t understand what can and can’t be measured so helps them set measurable goals that move the sales process forward.

Leads are sales opportunities and we've provided tips on how to convert those leads to sales after a trade show. Most, if not all, exhibitors tabulate the number of contacts they make at the show. However, quantity is one data point. Drill down further to uncover key indicators that reveal the show’s impact on future sales. Some clues might include:

  • Number of visitors that received a product demonstration

  • Number of companies that indicated a desire to meet with your sales team or were ranked hot by booth staff

  • Number of potential new partners you met

  • Number of companies you met for the first time

  • Number of customers that acknowledged plans to renew their contract

Build upon a baseline from your past show to formulate goals for your next show. Then be sure you have methods in place to record the results and compare them to the goal.

You can also find some additional tips by downloading our Successful Exhibiting Guide in our Resources area.

What frustrates you about trade show and event measurement?  

 

 

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