The New Marketing Manager and Exhibit Design

Though this article is intended to assist with companies who bring on new marketing managers and/or event designers, I particularly am found of the pointers offered.

Julia O'Connor, our article author, offers some pointers before investing in that next display space which should apply to everyone!

1) Create a marketing plan before designing the booth.
Julia reminds us that "Form Follows Function". Creating that marketing plan before the booth is smart because each show draws different attendees wtih different expectations and your focus should be on the attendees and not company egos.

2) Never create a display without soliciting input from fellow employees and staff.
Let the folks who are going to work the booth have input. Experience on the floor is invaluable when upgrading or designing a new exhibit.WHY? They know the problems with lack of storage space, lost keys, theft, crowded demo areas, poor lighting, off-message graphics, difficult set-up, and shipping disasters.

3) It's tough to be a missionary
There is a psychology to the trade show and attendees – whether first time or experienced – come with desires of comfort. Trade shows are quick, intense and sometimes overwhelming in assaults on the senses. Attendees do not want to spend time and the psychic energy to figure out strange exhibits. Way-out designs may scare away attendees because you don't fit their type of company. Make sure if you do change the company look you don't stray too far off the beaten path.

4) Do not use an exhibit with a poor floor plan
Have you ever been to an exhibit where entering was part of the mystery? Don't be that display guy, where attendees have to use extra brain power to figure out where to go next, or the demo stations are in a secret place, or you just can’t find people to answer your questions? Never design an exhibit that is a maze or barrier to people.

5) Maybe it's not the new design
There are many reasons a new exhibit does not live up to dreams. The most obvious and often overlooked is the staff. Do you send the same folks? Are they tired, resentful, bored, boring? Enthusiasm - before and during the show - can overcome many design flaws.

A Smash Hit Displays stand firmly behind these pointers should you be preparing for that next show. Take some time and let each soak in so you have a full understanding of what you are trying to achieve by show's end. Taking these pointers and others we have noted from previous posts will help you achieve your short and long term trade show goals. Whether you desire a custom trade show display, tradeshow carpet, backlit tradeshow displays, or a tension fabric structure we are your one-stop shop!