Exhibiting at trade shows is a no-brainer, right? Not really. Trade show blunders are more common than you think.
When you choose to participate in a trade expo, there’s a lot at stake. These events offer exceptional opportunities to generate leads, increase brand awareness, and boost sales. But they’re also a significant investment in time and money, so it’s smart to do all that you can to get the best results. While you’re busy making plans for featured products and staffing schedules, don’t underestimate the importance of your exhibit itself. Design failures are easy to prevent if you know what to look for.
Here are seven common trade show blunders and steps you can take to avoid them.
Blunder #1: Complicated messaging.
When it comes to successful trade show exhibit design, simplicity is king. This applies to both the appearance of your booth and the message you’re seeking to send to prospective customers. Many businesses with great products and services put themselves at a disadvantage by incorporating lengthy or complex copy that’s too detailed for the busy, fast-paced trade show environment. If your marketing message takes more than three seconds to read and comprehend, it’s too complicated.
Blunder #2: Neglecting the white space.
Much like marketing messages that are too complex, many exhibitors create displays that are visually overwhelming. You might be tempted to cram text and imagery into every bit of usable space, but keeping things basic is the smart way to go. Space is one of the most important factors in effective exhibit design. By leaving some unused areas, it emphasizes your key design elements. The most effective trade show displays use white space to their advantage to highlight headings, images, and other important information.
Blunder #3: Going too big or too small with your exhibit space.
Businesses that rent a booth that’s too large for their needs often end up spending more and don’t see an uptick in traffic. Often, a smaller space is more intimate and comfortable. On the other hand, a booth space that’s too small runs the risk of becoming overcrowded with staff, displays, furnishings, and visitors. In addition, smaller spaces are often located in lower traffic areas, resulting in less visibility and fewer visits.
Blunder #4: Relying on substandard graphics.
You’re not going to impress visitors with cheap, blurry images. As the first thing attendees will likely notice about your display, the visual elements need to be just right. Think sharp images, vibrant colors, and high-quality printing. Many trade show booths and portable displays are designed with interchangeable panels that can be easily replaced, making it an inexpensive way to give your custom exhibit an instant makeover.
Blunder #5: Using a shoddy booth.
Is your trade show display showing its age? If the wear and tear are obvious or if the design or messaging are obsolete, it’s probably time to invest in a new exhibit. Whether you buy a small portable trade show booth or go all-out on a larger custom exhibit, having a sleek, modern display is a surefire way to impress and engage your audience.
Blunder #6: Failing to communicate benefits.
When people stop by your booth, you have just a few seconds to show what your product or service can do for them. You also have a limited amount of space to convey the benefits, so use it wisely. Every element should answer the question, “What’s in it for me?” Make sure your trade show booth graphics and copy clearly illustrate what attendees stand to gain from whatever it is you’re selling.
Blunder #7: Undervaluing the importance of lighting.
Although lighting is among the most significant elements in trade show booth design, it’s also one of the most neglected. A minor change in the way you light your booth can have a dramatic impact on its appearance. Why not create an upscale look with backlighting? Incorporate warm-temperature lights to set an inviting scene, or go clean and contemporary with cool-temperature lighting. You can even leverage strings of LED lights to highlight counter edges, walls, floor lines, and other elements to draw attention and add visual interest. Lighting wields tremendous power so don’t treat it as an afterthought.
Trade show blunders are a dime a dozen, but you can easily avoid them once you have the right information. Is your trade show display up to the task or is it likely to cost you valuable leads? If your exhibit is falling short, take the necessary steps now to ensure that your next show is a successful one.
When your exhibit needs to be rejuvenated, the experts at Adler Display are here to help. From innovative designs to expert fabrication and more, rely on our friendly professionals to create unique and compelling tradeshow displays. Contact us today to learn more.
About Adler Display: For over 85 years, Adler Display has been one of the best-kept secrets behind so many businesses looking their best. Designing and producing a wide variety of high-quality recognition displays, trade show displays, signage and exhibits, lobby and corporate interiors, and historical timelines, Adler’s expert team includes consultants, designers, project managers, and fabricators. Working from a 17,000-square-foot facility in Baltimore that includes a precision woodworking shop, Adler Display handles all printing, construction, and finishing on site. Learn how to achieve your imaging goals and make your business look amazing at: www.AdlerDisplay.com