We focus a lot on helping companies that are exhibiting at their first trade show make the experience go smoothly – or companies that haven’t gone to many trade shows raise their game to a new level. For the most part, they need basic guidance and a road map, since there are a lot of details and the process isn’t always straight-forward.
But even experienced exhibitors can take some pointers. And probably the area we see the most need is in the details. You see, when companies are inexperienced exhibitors, they tend to obsess about details – getting the graphics color perfect, making the lighting on the pop up display just right, etc – and that’s the right approach. We find that experienced exhibitors can get blase about these details. And while it’s true that there are more important things to worry about, details matter. Remember – your trade show presence communicates to attendees (your prospects) how you feel about your company and about them. Companies that don’t focus on the details tend to look sloppy and the signal that prospects can pick up is “we don’t care all that much about looking good.” This is an unfortunate mistake, especially since looking good can be inexpensive and easy. Here are some tips.
Examine your trade show graphics. Stage your display and graphics before the trade show. Give it an honest appraisal and ask others in your company to also. If you have a pop up display, do your graphic panels line up so the images look continuous? Are the panels damaged at all? Look especially at corners and other edges that can get abused in shipping and set-up. If you have fabric graphics, are they damaged, dirty, worn? If the answer to any of these questions is yes, think about new graphics. Nothing – nothing – works harder to bring prospects into your booth, so leave nothing to chance with graphics.
Examine your podium or counters. Remember, you and your booth staff will do a lot of talking at the podium or the counter. It should be in good shape – not dirty or beat up. Check the top or surface, especially, and the edge, since these can look work over time. If you have a podium graphic, this should be in great shape, fit well and look nice. Get a new one if it doesn’t
Evaluate your display frame. Depending on the type of display you have, the frame may not be visible. For example, prospects generally can’t see your pop up display frame. But it should be straight and it should be sturdy. If it’s not, get it repaired or replaced. A sagging frame will make the best graphics look….awful. If you have a trade show display with an exposed frame – like a truss display or a modular display, make sure it isn’t dented, scratched or worn. For some reason these displays attract stray tape, Velcro strips, magnetic take and labels of all kinds. Make sure it’s nice and clean before it goes to the show.
Examine your trade show flooring. That’s right – the floor. It’s easy to make a bad impression with a worn floor. A high density foam floor will resist abrasion and scuffs – but it still needs a good scrub to look good. Other floors -carpets, vinyl, low density foam – all need a bit of care too to look nice. If you can’t make it look good, you should replace it.
Look at your brochure stands and literature racks. These take a lot of abuse and a trend towards lighter weight (and less durable) stands make these easy to damage. If yours is damaged or worn, replace it. These are inexpensive brand ambassadors for your company.
With a bit of extra prep, your trade show display and accessories will look great and help make your next trade show as good as it can be. Check out all the trade show displays that Impact Displays offers – or contact us through our website or give us a call at 877.217.2681 to learn more about our displays.