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[T1208]Trade Show Display Equipment

by Jim Deady, Jim

You've been to trade shows and seen the face of a display with literally dozens of 8" x 10" photographs OR small text signs. Believe me this is NOT the way to graphically display your goods and services. Detachables or Individual Graphics need to be much larger, bolder and limited to no more than four or, five at most. AND these should be a minimum of 20" x 30" in size. Think about it: when you saw the display with dozens of small photographs on it, did it entice you to go and see what they were or did you walk on by. Chances are you walked right on by.

Graphic Mural for your Display

The case for Graphic Murals is a strong one. A Pop-Up display is nothing more than a carrier of your message to your target market. And the face of your display can be a compelling billboard or a dog; whichever you choose.

The ingredients for an effective graphic mural are: Your Logo and name as bold as possible at the top of the mural, an absolutely "knock your socks off" photograph for your background [must be germane to your industry] AND a features and benefits panel on the right facing side of the mural.

NOTE: A features and benefits panel is three, perhaps four, bulleted features that highlight the capabilities of your organization, followed by no more than five or six words that turn that feature into a benefit to the prospect, suspect or customer attending the show.

Example: Efficient (Feature) - Delivered within 24 Hours (Benefit). This features and benefit panel text formula should be on a vertical rectangle (preferably 20"-25" wide by 40"-45" high and have a screened background to set it off from rest of the mural). It should be positioned ergonomically so any visitor to your display can read it in two minutes or less without straining to see the uppermost or lowest portion.

So what if I want to change my message for different shows?

Great Question and here's the answer. When designing the Graphic Mural leave what are called ?windows? or ?blank spaces? on the face of the mural (don't worry if the blank spaces cross over the panel separations). The position of these ?windows? can be wherever you desire but should probably not be more than two or, three at most. A high preponderance of companies who use ?windows?, use them for the features and benefits panels and let that be that. Others use them for the F & B Panel AND another space on the left facing side of the mural to highlight a new product or service.

Then, when using ?windows? you simply develop a new graphic the same size as the ?window? and affix female or loop Velcro tape to the face of the display around the periphery of the ?window? and affix male or hook Velcro tape around the back edge of the new graphic and marry the two.

This is how the ?big boys? look professional, crisp and relevant at every show and save money doing it. Detachables OR Graphic Murals? Graphic Murals get my vote every time. Remember the exhibitor who gets the most visitors AND understands the needs of each - WINS!

Your trade show display is going to make you or break you. It is that one thing that customers seem to see once. If your display looks good, then the customer will move onto what type of products you're selling. Because of the fact your trade show display is your main "eye-catching" piece, You need to be creative with it. You need to make sure that it doesn't look like any that anyone else has at the trade show. So how can you customize your trade show display so that it says, "You don't need anything else but what I have to offer."

Customization

There are many options that exist for you when customizing your display. Because the idea is for no two trade show displays to be alike, you have everything you need to make your display unique. Here are things that you can do to make sure your display is as unique as they come:

- Your booth - What are your objectives? Are you selling a product? Are you collecting sales leads? Are you demonstrating a product? What you're going to be doing is going to depend on the type of display that you have. It is from this phase that it will flow naturally. For example: If you're demonstrating, you want a display that hoists you up above those viewing what you're demonstrating. You want the background to be attractive and colorful.

- Signing - It is a good idea to add a hanging sign about your display. Trade shows are usually rather cluttered, so this brings attention to your booth amongst all the mess. In other words, they are going to be able to see your sign from a very far distance and they're going to follow it.

- Flooring - Many individuals use carpeting as their flooring in their display. You also have other options such as interlocking tiles, raised platforms, and wood flooring. You do not have to settle with whatever the flooring is at the trade show location. This is going to look very nice and professional. Basically, this type of move shows that you know what you're doing.

- Graphics - Graphics can be quite beneficial in that they are attractive. You can use graphics to get the attention of the crowd. Yes, you can use popup graphics and you can also have graphics incorporated onto your display anywhere you wish for them to be. Your graphics are most likely going to be customized based on the particular graphic you use for your business or something that you feel conveys the message that your business is trying to relay.

So yes, you can be very creative with your trade show booth. The idea is to make customers say, "Wow! I want what they're offering!" Even if they don't need what you have, they will still desire it because of how you have packaged it.

Other ways to customize

You can also invest in banners, lights, and microphone systems that allow you to talk to the crowd. You can do tabletop displays or place posters on stands for all to see. You can really make your trade show display look great. All you have to do is let loose and let your dreams guide you through the process. Just make sure that you don't rely solely on your product to bring in your business. What if someone is offering something similar? If they are, customers are going to buy from the booth that looks like it has everything together. You look both reliable and like your product is of a higher quality.

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About Author

Both Jim Deady & Amy Nutt are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Jim Deady has sinced written about articles on various topics from Trade Shows, Trade Show Displays. Jim Deady, founder of Showstopper Exhibits, a Pop-Up and graphics web site. For 33 years he ran his own Advertising Agency until he reached th. Jim Deady's top article generates over 14800 views. to your Favourites.

Amy Nutt has sinced written about articles on various topics from Culture and Society, Recreation and Sports and Women. Design and manufacture custom portable and