Seven Critical Trade Show Exhibit Design Tips

Successful trade show marketing requires time, energy, creativity, and money. Far too
often, companies think “showing up” is the same as “showing off.” To reach your trade
show goals, follow these critical exhibit design and marketing tips.

1. Traffic Flow: What direction do attendees enter the show hall? Is there a natural
traffic flow? Position your exhibit to take advantage of the traffic flow.

2. The 3 Second Look: Does your exhibit communicate your key message(s) within
three seconds? After three seconds, an attendee will move on to the next exhibit
if your message does not capture his or her attention. Consider simple,
declarative text and bold, relevant graphics.

3. Continuity/Branding: Does the exhibit match your marketing materials? Too many
messages, no matter how creative, create confusion.

4. Safety: Is your exhibit structurally stable when filled with attendees? One small
disaster can ruin a well-planned and potentially successful show.

5. Storage: Do you have adequate storage for literature, electronics, promotional
incentives, briefcases, and portable shipping cases? Do you require secure
storage for valuables during and throughout the show?

6. Finish: Is your exhibit worn or dated from one too many shows? Plan ahead before
you purchase your next exhibit. Light colors show seams and damage more
easily than dark colors or patterns. Glosses scratch easier than matte laminates.

7. Budget: Does the exhibit fit your short and long-term budget? If you spend too little,
you may not reach all your marketing/sales goals. If you spend too much, you
may be forced to curtail your trade show program just when it is making a
difference.