We all know that exhibiting at trade shows can be an expensive exercise but it’s also a very important component of your marketing mix and a great sales opportunity. While there are a myriad of considerations, I believe that the success of exhibiting at trade shows and the way that your business and product is perceived by prospective buyers comes down to two important things:
1. Your exhibition space
2. The human element
Exhibiting at a trade show is all about creating impact and offering something that draws prospective buyers to your booth. If you’re lucky enough to have very good budgets then without doubt the best way to go is to have your exhibition stand custom built. Why? Because you’re getting exactly what you want, it maximises your floor space, and it relates directly to your specific objectives for that trade show.
For those who are looking for multiple uses in displays and signage or with limited budgets, you can still achieve the desired look for your exhibition space. I recommend that you consider display systems and signage that can have multiple uses across a number of different trade show applications. The best options are:
1. Banner Stands – Highly cost effective, a retractable banner system is the basis for all trade show needs. They are ideal for single brand or products and work very well as a stand-alone display or in support of your main exhibition display. Ensure you buy good quality stands that don’t bend, fold, lean or curl.
2. Pop Up Systems – Easy to transport and simple to use, Pop Up Systems offer high visual impact that can be the showpiece of your stand.
3. Panel Displays - Great for portability and offer a custom-designed look without the price tag. Panels can be changed easily for multiple usage – great for the budget conscious.
The advantage of each of these systems is in their flexibility. They can be used individually or together to enhance the overall look of your exhibition space. For example, you may be launching a new brand or product at the trade show, therefore you can have your pop system or panel display as your stand centrepiece and use banner stands alongside to promote the specific brand or product being launched.
The great thing about portable stands and signage is exactly that - they’re portable and can be placed wherever you want.
The Human Element
We all know that trade shows are hard work. Because of this, the human element can play a major role in the success or otherwise of your tradeshow presence.
Irrespective of how good your exhibition space looks, if the human element isn’t right, then the buyer’s perception is created without them even approaching and you’ve lost potential business.
So what’s the answer? Planning is the key, ensuring the right numbers of suitably qualified staff that are enthusiastic, professional, well briefed in understanding your expectations and well armed with the right information and sales materials.
For more information on maximising your trade show presence and finding the right display product for your needs contact John Previtera from Display Systems Australia on 1300 DISPLAYS, online at www.displaysystems.net.au or email info@displaysystems.net.au.
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