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Display Best Practices For Trade Shows
By Mr. Andrea M. Minden
You can get lots of new customers for your business by attending trade shows, customers that would otherwise not conduct business with you. It is easy to see why so many businesses contribute tremendous amounts of money into trade show attendance and displays. Although this is an excellent way to develop a clientele base, you will need to follow trade show best practice procedures in order to turn this into a successful venture. You will have to be on top of several different aspects of trade show marketing; once you apply these to your own trade show ventures, however, you will become increasingly successful and comfortable operating in that environment.


One of the first rules to abide by when attending trade shows is to never put a display up in a new trade show that is not well-established. Although you may find that untested, newer trade show venues have a cheaper display cost, they are not proven commodities and as such may not attract the right customers; they could end up being a waste of your money. You can save money by being selective in attending trade shows, like choosing the ones which have a successful track record, because most of the trade shows feature new businesses by vendors. You can consider this to be the single most important step in trade show marketing.

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When setting up a display at a trade show, be sure that it is high quality. The quality of the trade show that you are presenting at is just as important as the quality of your business display. There are a huge number of trade shows that you can attend; you will, however, want to make sure you get your money's worth by setting up your display at the events that will attract the primary movers-and-shakers within your particular market. You should also look into the quality of your actual display, which must be above standard regulations. To attract the maximum amount of foot traffic to your display, you will need to be

certain that your display expresses information in a clear, streamlined, and attractive fashion; you may elect to employ Graphic Pop-Up Displays that will help your display to stand out even further.

Every trade show is a completely unique experience, in stark contrast to the normal sales environment you may be used to. Given that trade show attendees have limited quantities of time, patience, and attention span, how your display communicates information, including your sales pitch, is of paramount importance. The team's job is to answer customers’ queries correctly and specifically. Your trade show team will guide customers through the presentation aided by your trade show display.

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Having a flair for the dramatic is one of the foundations of successful trade show displaying. Given that hundreds of displays can be made available in any given venue, you will need imagination and inspiration to craft a unique approach that will gain the customer's eye. Being able to set yourself apart from your competition in a positive way is the main goal in creating a trade show display. You can do this through holding games or prize drawings or perhaps by constructing a state-of-the-art display booth that catches the customer's eye. You will want to devote months of work and planning to crafting your trade show display, which is easily the most important part of the venture.

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What your customers want should form the basis of your trade show display. One of the top ways of garnering extra, unexpected attention is to set up a display at a trade show that is outside of your particular industry. Although you have to be wary when pursuing this option, you can definitely stand the benefit of having a display that is utterly unique from the rest of the vendors at the show.
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Andrea M. Minden is a trade show expert. From exhibit design to truss tradeshow display systems, Andrea has used them all and knows the importance of good display best practices. Andrea’s favorites are trade show display company from Exhibit Options, the best place for custom exhibits.

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