Everyone who’s involved in trade show marketing and sales knows the importance of great trade show booth design, right? It seems like that should be the case, but in practice, many exhibitors limit their marketing and sales success by planning impressive-looking trade show booths that don’t actually help them achieve their objectives. Great trade show booth design is developed around specific purposes. The best way to develop a design concept and floor plan that really works for your purposes is to begin with the results you want and need.
What Are Your Trade Show Objectives?
When you consider your objectives for trade show marketing and/or sales, you’ll probably start with big things like selling a certain number of units, collecting so many leads, or scheduling a certain number of follow-up meetings. Those are all important, but don’t overlook objectives like increasing brand awareness, building better reach through social media, and increasing prospects’ face-time with your booth team. Obviously, your ultimate goal is to increase sales, but there are a lot of intermediate goals that can help you accomplish that, so think beyond the direct line from your booth to your prospects’ checkbooks.
Who Are Your Buyers?
Knowing who your most likely buyers are and what they value is critical in planning your trade show booth design. If you fail to create an exhibit that appeals to those specific buyers and helps you address their questions and concerns, your efforts and investment will be in vain. The more specific and factual data you can collect on your buyers, the more successful you’ll be in attracting more buyers. Are your buyers social media savvy? Include a photo opportunity for visitors in your booth. Build answers to most frequently asked questions into your display. If you start with a firm understanding of your buyers, you can address objections before they’re spoken and begin building trust from the first moment.
Trade Show Floor Plan For Success
Once you have clearly outlined your objectives and studied your most likely buyers, you can begin developing a design concept and floor plan for your exhibit. Use lighting and traffic funneling to walk visitors through your exhibit on a managed path, drawing their attention from one presentation point to the next. Build in space for people to stop and have a conversation with your team, without blocking traffic or other visitors’ view of the exhibit. Every element in your exhibit should serve a purpose: Attracting notice, demonstrating the value and function of your product, informing visitors, or overcoming objections. Don’t give in to the temptation of overcrowding the exhibit, or you’ll risk overwhelming your prospects.
Never Underestimate The Importance Of Great Trade Show Booth Design
Once you’ve set specific objectives for your trade show exhibit and researched your most likely buyers thoroughly, you’re ready to work with a design expert at your trade show house to create a high-impact exhibit that targets your best prospects and supports your marketing and sales objectives.