1. Consider any ‘extras’ and room to grow beforehand. For example, if you plan on including a video monitor, a mechanical or technical demonstration, or models and other examples of products and processes related to your business, consider dynamics such as the various sizes, colors, and electrical requirements of the pieces. If your display is deep purple and your product model is bright orange, the color clash might be potentially embarrassing. Likewise, if the display doesn’t accommodate the inclusion of a video monitor, you may end up with ugly black power cables or long extension cords strewn across your display area in an unsightly manner. These may seem like small details in the initial brainstorming of a tradeshow display design, but in the end can be the difference that makes an otherwise professional presentation look quite amateur. Also, be sure to design your exhibit around your trade schedule for the next one to three years to minimize your redesign and expansion expenses.
2. Remember, you have to store this thing when you’re not using it. Before delving into any design, consider the size of the display when collapsed and where you will be keeping it. A tradeshow display doesn’t necessarily need to be huge to be effective. By the same token, if you have the storage space, a modular or other large-scale display might be just what you’re after.
3. Don’t go crazy with text. It is not the function of the tradeshow display to take the place of the sales person(s) accompanying it. Nor will the average potential customer stand in the middle of a crowded convention aisle and read detailed information at a distance, especially when a representative of the company in question is standing in or near the display. Put fewer words on your display, but make them larger. A single, clearly articulated positioning statement, slogan, or logo is better than a long list of bulleted items that will be generally ignored.
4. Trying to feature every single thing you do within the confines of your display is probably a mistake. If your company is highly diversified in the products and services it provides, you can easily overwhelm passers by in attempting to utilize the tradeshow display as a mechanism for explaining every single little thing you do. Just focus on your top objectives, because you don’t have room for all of them.
5. Use the display to answer the important establishing questions related to your business. Who are you? What do you do? What are your unique competencies? Why should someone do business with you? These are the primary and most important points you need to make with the display. Expound into the details through person-to-person communication and relationship-building. Before you know it, your business will be maximizing its presence at tradeshows.
Century Graphics & Sign can design, customize, and produce tradeshow displays and related elements to suit your needs, and services all of North America and overseas, including the Permian Basin, Marcellus Shale, Eagle Ford Shale, Utica Shale, Bakken Shale, and others. Visit us online at www.centurygs.com, feel free to call us at 1-800-228-4467, or email us at sales@centurygs.com.
