For many small- to medium-sized businesses, a trade show can basically make or break them. It’s the place where the owners of similar or related businesses come together to display, discuss, and demonstrate their latest services and products to their peers as well as to showcase their business to potential customers.

           There are many benefits that a business owner can enjoy at a trade show because they provide specific spaces for exhibits, as well as networking events for business owners. Those who participate in trade shows also get the chance to build a rapport with their customers and promote awareness of their brands.

           However, there is one trade-off when it comes to trade shows: due to the large crowds of both peer business owners and customers, you might find it hard to attract attention to your booth! Indeed, serious trade show participants have been known to employ a wide range of different tricks to get people’s attention to their booths, such as prize drawings, small games, and attractive women to hand out flyers! However, any booth worth its salt cannot lack one thing: a good trade show display.

Qualities of a Good Trade Show Display

           There are five qualities that you want to have in your trade show display, namely:

1.      Visual Attractiveness

People are visually stimulated, and in order for a trade show display to be attractive, it must draw their eyes even from a distance. Use bright, complementary colors, sharp images, and large text so that people can see what your booth is about and what you’re selling! If you’re lucky enough to find a good layout artist who won’t charge too much, you will be able to get attractive AND affordable trade show displays without breaking the bank.

2.      Simplicity

No one wants to read a whole block of text when at a trade show; people will immediately move on when they see that your display shows an overwhelming amount of information. You need to be able to display what your product or service does, how it works, and how people can benefit in short and simple sentences. In this case, less IS more.

3.      Proper Lighting

Having a bright light above, around, and even inside your trade show booth will help attract the attention you want. Make sure that the light is crisp, clear, and flattering. If the light provided by the venue is not enough, you might even consider bringing your own.

4.      Quality Materials

You want materials that are strong, durable, and will be able to withstand the wear and tear of a trade show, especially a high energy one! People will be coming to your booth and handling your materials, looking through your brochures, and (hopefully) bringing home your fliers. However, don’t think that you need to spend a lot of money in order to get a good trade booth display. With some research and luck, you can find affordable trade show displays made with high-quality materials that will fit your budget.

5.      Strategic Positioning

Even with the best display in the world, you won’t get any traffic to your business if they can’t see you! Make sure that you are able to get a booth that’s in a good location, such as near the entrance or exit of a trade show hall. Entrance booths are usually prime locations that will cost you a little bit more, but you can consider it an investment because your trade show display will be the first thing that people entering the location can see!

Easy Ways to Bring More People to Your Stand

           Now that you have your trade show display ready, here comes the hard part: making sure that people come and see what you’re selling. Here are some easy tips that you can use to boost your visibility and put yourself in the best position for your next trade show:

·        Put the Word out on (Targeted) Social Media

These days, social media is a great way to quickly get the word out about your business, and if you do it right, you will only spend a fraction of what you would normally spend on traditional advertising. There are several ways where you can advertise on social media, such as connecting with trade show bloggers and publications, posting on groups and forums that are related to your business, or even collaborate with online influencers who might be interested in promoting your brand.

·        Offer Free WiFi and Refreshments

Trade shows are tiring events, and people want to be able to sit down, grab a drink, and check their phones. Offer a small area where people can connect to good-speed WiFi, offer coffee and water, and let them relax a bit. This offers you a chance to build a relationship with them as well; they’ll remember a booth (and business) that offered such a personal and relaxing experience!

·        Make it Fun to Stay at Your Booth

Games and prizes are a cliché for a reason: they just work! Create a small game such as picking a prize from a fishbowl or spinning a wheel to see what prize they win. Make sure that the prizes are connected to your business, or at least, advertises your brand!

By Eddy

Eddy is the editorial columnist in Business Fundas, and oversees partner relationships. He posts articles of partners on various topics related to strategy, marketing, supply chain, technology management, social media, e-business, finance, economics and operations management. The articles posted are copyrighted under a Creative Commons unported license 4.0. To contact him, please direct your emails to [email protected].