Trade Show Pizzazz On A Budget

By Author: Karin Jones
Total Articles: 147
Comment this article

It's hard to believe, but some trade show displays can cost a hundred thousand dollars or more. That's great if you have a big marketing budget, but what about companies that can only afford a small exhibit booth? Actually, there are quite a few ways to make these booths very effective on a limited budget.

--Register early. At many trade shows, early registrants have first choice on where they're located. Try to reserve a spot in a high-traffic location or on a corner.

--Consider the overall picture. Whether you're using a custom display or simple banner stands, it's important for your booth to look good from a distance. Make sure that the colors in the graphics coordinate with the rest of your display, such as your brochures and your table. Try to get a good overall picture that makes people want to look closer. It helps to work with a good graphic artist when designing your banners.

--Clearly advertise what you're selling. Attendees should be able to know what you're offering in a glance. Come up with a short statement that sums up your product; it doesn't have to be clever, but it does have to be clear. ...
... Put the slogan on your trade show displays where everyone can see it clearly. For example, if you sell produce, you might have a banner stand with a sign that says, "Get Fresh. Buy Veggies."

--Be different. If you've got a small budget, you're probably going to be in a row of other booths that are the same size or larger. Try to think of something that will set you apart from everyone else. If possible, have a slogan that ties your attention-getter to your product. For example, a produce seller might have an actual produce cart and raffle off a fruit basket. The same produce cart theme might also work beautifully for a banker whose booth has a "Bold Fresh Banking" slogan.

--Use cheap signage creatively. Why not have a chess-themed booth with a dozen banner stands showing different chess pieces?

--Get things moving in your trade show displays. Moving images capture viewers' attention. Use a large screen (you can usually rent them from the exhibit call) to demonstrate your product or show testimonials from satisfied customers.

--Beware of the "Freebie Shark." Free food and raffle tickets might draw a big crowd to your exhibit booth, but many of those visitors will just be cruising around like sharks and looking for free stuff. This is ideal if you're advertising something like a bakery and trying you're trying to persuade the general public to buy your product. On the other hand, in some trades it may be better to focus on attracting people who will be interested in your product instead of your freebie. For example, a software company might opt for an elegant, understated booth with software demos run by knowledgeable technicians. The average visitor might pass right by, but the software shoppers would hone right in.

--Try giving away a "follow up freebie." If you're thinking of giving away freebies, consider sending them AFTER the event instead of giving them away up front. This way, you can collect contact information from the best prospects and send them a gift of higher quality.

--People count. The most important part of the trade show is not the display—it's the sales pitch. Make sure that your visual sales pitch is backed by booth reps who love the product, smile through the whole day and follow up with important prospects afterward.

Your trade show booth doesn't have to cost a mint in order to be successful. A small, well-planned display that stands out from the surrounding exhibits can be just as effective as those hundred-thousand-dollar castles.

Find out more about trade show displays. Get more information on banner stands and exhibit booth.