Trade show success rule # 3 – create an eye-catching exhibit

How often I’ve walked through trade shows with booth after booth of lackluster displays punctuated by a few intimidatingly expensive two-floor exhibits. I wonder why a company spends the money for a booth just to display their cheaply produced literature on a plain table. Even the few people who pick up the literature will most likely discard it when they get back to their room or office.

An attractive display need not break the bank – and can be reused at future trade shows. A nice three panel folding backdrop can be had for around $200. For another $200 or so a free-lance commercial artist can produce some eye-grabbing design. Add samples of your work, or sample products, and well-designed and printed literature and the booth will be visible, memorable, and stand out from 90% of the other exhibits.

So, how am I taking my own advice for the October AIO show in Columbus? I designed a black felt backdrop with graphics showing our lighting products at work. The backdrop itself is lighted with our own lighting products. The table-top will be covered with matching black felt. On the table will be three displays, each with a different lamp at work. I think the whole exhibit will be attention-grabbing and should set us apart from other displays. Most important, it should help us reach our goal of having 80% of the attendees visit our booth. And the total cost is less than $1,000.

Will Limkemann
Siqua Group Limited