If you wish to set up a display at a trade show, it works to your advantage to know what the different types of trade show displays are and their advantages and disadvantages. This is important because you are trying to attract the attention of consumers so that they will check out the products or services that you are offering.
When selecting your , you will notice that they come in many sizes, shapes, cost, and styles. You'll also notice that there are displays that are called tabletop panels, banner stands, literature racks, and pop-up displays. Each one has its own unique function, so it is important that you acquire a display that will accommodate your particular products.
Tabletop Panels
These are pieces shaped like a rectangle and they are used in trade show displays of many different shapes and sizes. They are compact and easy to ship in cases that look like large briefcases. Graphics can also be placed upon these pieces because they allow room for creativity. That way you can lure more people into your area through the appeal you have created through your creativity. This means that company logos and such can be displayed with ease.
There are, however, some disadvantages to tabletop panels. They are not at all simple to assemble. Each time you go to a trade show, you will have to deal with the difficulty of taking them out of their cases and assembling the pieces one-by-one.
Banner Stands
These are stands that are designed to accommodate a retractable fabric or vinyl banner. There are that come with up to three sides so that you can display your banners and bring attention to your display. These stands are quite light, so they are easy to move around and they even sometimes come with lights to illuminate the products.
But there are advantages and disadvantages to banner stands that mostly lie in the material you use for your banner. That is why it is important to know how you're going to use a banner stand before buying it, especially when purchasing the banner material. In that case, it can be good to purchase fabric. It is harder to clean than vinyl, but easier to read because it does not reflect light and does not crease. However, your vinyl banner will be easier to clean if it becomes soiled. No one wants a soiled banner representing their business.
Literature racks
You will find that literature racks are made up of either aluminum or plastic. They are made to hold many types of literature, including what you are selling or written pieces describing your business. They collapse, so they are very portable and they can be carried within a case or a carrying bag. They do come in many different styles and sizes. The sizes can be anywhere between three pockets and 10. As far as any disadvantages, they are not usually fit to sell or display large amounts of literature.
Pop-up displays
These are displays that are created from fabric, plastic, or vinyl. They can also contain one or more graphic images and can be displayed on a tabletop or on the floor, depending on the size. They are very convenient, simple to put up and take down, and they transport easily. They can work for a small or large exhibit and can use lighting to enhance your presence.
When it comes to the disadvantages, their size cannot be adjusted. That is why you must consider carefully. You should consider the size you need, the durability you need, and the ease of transportation when it comes to a pop-up display. If you think this way with all of the aforementioned displays, then you will find the one that fits you best.
Exhibit marketing is all about marketing your products or services to buyers at expositions, conferences, and trade shows. A successful exhibit marketing program will be rewarded with increased revenues, referrals, and industry networking. The goal is to understand how exhibit marketing differs from the other types of marketing.
Exhibit marketing is more than just selling from a booth space. For many industries, it is about bringing people and companies together to promote accomplishments, stimulate thought, share knowledge, build relationships, spur the competitive spirit, and reward entrepreneurial efforts. Exhibit marketing not only introduces buyers to sellers, but also fuels the competitive spirit by filling a hall with competitors, partners, and suppliers, each with goals and dreams of success. Trade shows allow companies to showcase their achievements, build their business, and maintain their competitive edge.
Exhibit marketing, like any marketing, must be learned through experience and education. Exhibit marketing is not taught in most colleges and universities, or covered in most marketing reference books, but if you are new to exhibit marketing, you can learn a great deal about it on the Internet and from your local exhibit consultant before risking a single marketing dollar.
Exhibitors must learn how to attract interest, to be remembered, and to turn prospects into customers. At a trade show, buyers and sellers are overloaded with choices and information. As an exhibitor, your marketing message can be consistent from show to show, or it can be tailored to the show and the location. Good marketing and salesmanship, however, are always involved.
Types of Exhibit Marketing
There are different types of exhibit marketing: retail, business-to-business, and event marketing. Retail shows typically focus on selling products and closing deals directly at the booth. Business-to-business shows focus on forging new relationships that are cemented after the show. Event marketing aims more towards delivering a message or creating brand awareness.
Exhibit Marketing Training
In the United States, there are two primary trade shows for trade show professionals: The Exhibitor Show and TS2. These shows offer trade show certification for people wanting to complete a curriculum of classes and seminars. The curriculum aims to cover all aspects of exhibit marketing. The classes are taught by industry experts whose expertise and opinion may vary. These certification programs, along with on-line resources and exhibit marketing books, provide enough basic information to develop an effective marketing strategy for your company.
Return on Investment (ROI)
Research shows that attendees recall only 15 percent of the companies they visit on the show floor. The other 85 percent are forgotten. The reasons vary. The company may have a weak exhibit or an ineffective sales presentation. Some companies are simply forgotten due to the inherent clutter and sensory overload of a trade show. This research data should be very important to you. You must never forget that show participation is a competition for attendee time and retention. Your ROI is directly related to your attention to, and overall performance in, all aspects of trade show marketing.
Creating a well-defined budget and comparing it against actual expenses is the best method to track and manage your total investment in a particular show. If you sell products in a retail show, then the revenue is easy to tally up and compare to the expenses for the ROI. If your show is one where prospecting, branding, and market positioning are the norm, then the ROI is more difficult to measure. Other benefits are difficult to measure but quite valuable just the same. These intangible benefits may be direct or indirect, and exhibit marketers look for subtle hints of these returns and weigh them against the opportunity cost of not exhibiting.
Using an Exhibit Consulting Firm
If conducting research on the web or taking exhibit-marketing seminars is not sufficient, you may want to consider using a consulting firm that specializes in helping companies succeed with their exhibit marketing efforts. Often these consulting firms cover general marketing as well as exhibit marketing. These firms provide a fresh perspective and advice based on years of experience. Typically, they bring a level of seasoned exhibit marketing experience along with the desire to find successful marketing solutions for your company.
Survey Service Providers
If you are looking for research information to support your exhibit marketing decisions, there are companies that provide research and survey services for this purpose. Speak with an exhibit consultant about which firms the consultant recommends.
Both Amy Nutt & Mark 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.
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Mark has sinced written about articles on various topics from Finances, Online College and Trade Show Exhibit. Mel White, Classic Exhibits Inc. Submitted by permission by Mr. Joseph Coupal, a 25-year professional marketer representing multiple consumer market segments. Mr. Coupal promotes the offerings of The Exhibit Source, a Newton, Ma based agency and world-wid. Mark's top article generates over 450000 views. to your Favourites.