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What does it take to grab an attendees attention at a Trade Show?

by Nomadic Display 15. July 2010 21:40
One, two, three. Three seconds is all the time it takes for a visitor to walk past your booth at a Trade Show, and in that time you have to show them who you are and what you do. But, more importantly, what you can do for them. So, how do you ensure you create a lasting impression, and that your display stands out from the rest of the crowd?

Before you look at any aspects of designing your display you must look at how it has to function to meet your needs, and consider the more practical aspects of building a display. Think about matching the design and architecture of the exhibit to your show objectives. For instance, if you are launching a new product or service you may need to allocate space for a demo area, or you may choose flat screens or plasmas to help deliver key messages. If your key objective is taking leads, you will need counters to work from and store the leads. If you are planning to meet and entertain key clients, then you will be looking at having a seating area, and possibly a fridge and bar.

For most companies its not just about one show, it is about how the exhibit works over a period of time. Take into account reusability, packing, storage and transport. These aspects will dictate the materials you use to build the exhibit.

An open design indicates the display is very accessible, is welcoming to potential clients and creates easy visitor flow. If this is your aim, the general rule is to ensure at least 60 percent of the booth space itself is open, and at least 60 percent of the exhibit frontage is open. A closed design indicates the intention of the display is for a more select ensemble of prospective and existing clients, and will cut down visitor flow.

One sure way to gain attention at a Trade Show is to build high, and it costs less to build high than to take extra floor space. This allows graphics to be placed at a level where they will be viewed from a greater distance, and you will be able to accommodate storage, monitors and even rotating graphics using high structures. As a general rule, build high from the center of the display. However, do remember to check height restrictions with the organizer and venue.

Essentially, it is all about branding. Even if your company doesn’t have a strong and instantly recognizable brand identity, the overall design should reflect the personality of your business. Adopt a retail-orientated approach, focusing on the more specialized and discerning visitor. Create an enticing shop window to draw visitors to your booth. After all, initially you are trying to stop visitors and spark their interest, selling comes after.

Approximately 98 percent of our senses are geared towards visual imagery. It is the most important sense we have, so you need to create eye-catching, powerful graphics, and keep the message simple. Use big bold images, and as little text as possible. Your company name and key messages should be above head height, and don’t put any text in the dead space from the foot of your stand, to the floor below 500 millimeters.

Dare to be different. Blue and white are very prominent colors on show floors because they are the most used corporate colors, so consider your color scheme carefully. Beyond this, a cleverly themed display will become the talk of the Trade Show, and stay in the mind of the visitor long after the show. The principles you use to design a booth are the same whether it’s a nine square meter shell scheme, or a 90 square meter space only exhibit. Think form, think function, think impact. Think one, two, three.