I don’t want to sound wishy-washy, but one of the greatest feelings marketers have the pleasure of experiencing is seeing their ideas manifest themselves in reality.
Whether it’s a digital ad campaign that increases revenue or a corporate event that strengthens the bonds within the company, marketing leaders get to test their communication and strategy skills on a day-to-day basis.
But what’s the greatest test of a marketer?
Managing a successful trade show strategy has to be in the bid for the top three. “Hard deadline” simply doesn’t do justice to the pressure of piecing all the resources together while fighting against the clock. When it comes to trade shows, marketing professionals are responsible for
- Proposing an exhibit design
- Developing a pre-show outreach campaign
- Ensuring the exhibit arrives at the show
- Staffing the booth with the right personnel
- Implementing a lead capture system
- Setting up a post-show outreach campaign
- Tracking the ROI
Missing just one of those items can cause a perfect storm. Did your blood pressure just rise a little? Mine did.
To help take a bit of the pressure off, use this step-by-step guide to designing a custom trade show booth and knock out the most critical aspect of your trade show program.
I. Introduction
Importance of having an eye-catching and engaging trade show booth
The Center for Exhibition Industry Research reports that 97% of trade show attendees go to shows to see what’s new in the industry. And 98% go to learn specifically about new products and services.
A custom trade show booth is an excellent opportunity for businesses to showcase their latest products and services, network with industry professionals, and attract new clients.
Advantages of a custom trade show booth
Having an eye-catching and engaging custom trade show booth is essential to make a memorable first impression and stand out from the competition. It signals to prospects on the show floor that you are
- A legitimate company
- A strong competitor
- Able to deliver on your promises
- Different from other companies
- A leader in the industry
How do prospects walking the show floor choose between two similar products? Harvard Business Review suggests differentiation is the answer. In other words, it’s all in the “packaging.”
Brief overview of the step-by-step process
There are a few things to determine before starting the custom booth journey, such as goals, budget, and finding the right partner. Let’s get started!
II. Define your goals and objectives
Understanding your goals and objectives will ensure that your booth effectively communicates your brand message and meets your needs.
Know your target audience
Identify the primary audience you aim to attract at the trade show. This could include potential clients, industry professionals, or media representatives.
Calculate the percentage of your target audience from the total number of attendees. You can go to the event’s website and download its prospectus (usually under the “Why Exhibit” tab in the navigation bar) for more information.
Determining your booth’s purpose and message
Do you want to showcase a new product, build brand awareness, or generate leads? Your booth’s purpose should align with your overall marketing strategy and brand identity.
Next, define the key message you want to convey to visitors. This message should be concise, memorable, and consistent with your brand values. It will guide the design elements and content of your booth, ensuring a cohesive and impactful experience for visitors.
Setting measurable goals for your trade show booth
To evaluate the success of your custom trade show booth, establish measurable goals that align with your objectives. These could include
- the number of leads generated
- the number of product demonstrations conducted
- the amount of media coverage received
By setting specific targets, you can better assess your booth’s performance and identify areas for improvement in future events.
II. Plan your budget
Building a custom trade show booth can be a significant investment, so planning your budget carefully is essential. Consider the costs of designing, building, and maintaining your booth, and allocate funds accordingly.
Cost factors to consider for a custom trade show booth
There are several elements that contribute to the overall cost of a custom trade show booth, including:
- Design fees: Depending on the complexity of your booth design and the expertise of the designer, fees can vary widely. Make sure to factor this into your budget.
- Materials and finishes: The choice of materials and finishes will impact the overall cost.
- Technology and interactive elements: Integrating audio-visual components, interactive displays, or other digital features can increase your booth’s cost.
- Fabrication and assembly: The costs associated with the actual construction of your booth, as well as on-site setup and dismantling, should be accounted for in your budget.
- Shipping and storage: Depending on the size and complexity of your booth, shipping and storage costs can be significant.
Allocating funds for design, materials, and technology
When allocating your budget, consider the importance of each element in achieving your goals and objectives. For example, if your primary goal is to showcase a new product, investing in high-quality materials and eye-catching design features may be a priority.
On the other hand, if your objective is to generate leads through interactive experiences, allocating more funds to technology and interactive elements might be a better strategy.
Planning for scope creep
No matter how meticulously you plan, unforeseen expenses may arise during the design and construction of your custom trade show booth.
Set aside a contingency fund to cover any unexpected costs, such as last-minute design changes, additional materials, or on-site setup issues. This will help ensure that your project stays on track and within budget.
III. Choose a booth design company or designer
Selecting the right booth design company or designer is a critical step in creating your custom trade show booth. A skilled and experienced designer will be able to bring your vision to life while working within your budget and meeting your specific goals.
Researching and evaluating potential booth designers
Look for designers with experience in your industry or with a track record of creating booths that align with your desired style and objectives.
Comparing design portfolios and expertise
Once you have a list of potential booth designers, review their design portfolios to assess their capabilities and style. Look for booths that showcase creativity, attention to detail, and a strong understanding of brand identity.
Additionally, consider the designer’s expertise in incorporating technology and interactive elements, as well as their experience working with various materials and finishes.
Communicating your objectives and budget
When discussing with your chosen consultants, clearly communicate your goals, objectives, and budget to ensure the designer understands your vision and can work within your constraints.
Remember, the booth design company or designer you choose will play a pivotal role in the success of your trade show presence. Take your time to evaluate your options carefully and choose a partner who shares your vision and can deliver a booth that will effectively represent your brand.
IV. Collaborate on the booth design
This process involves working closely with the designer to ensure that your booth’s design aligns with your goals, objectives, and brand identity.
Providing input on design elements and features
Begin by sharing your ideas, preferences, and any specific design elements or features you would like to include in your booth.
You can organize what you want in the design of the exhibit by looking at last year’s exhibit and writing down three separate lists according to what you
- LIKE
- DISLIKE
- WISH LIST
Another trick is to provide examples of booths or design concepts that inspire you and discuss how these ideas can be adapted or incorporated into your booth.
Incorporating your brand identity
Your custom trade show booth should be an extension of your brand identity, with consistent colors, fonts, and visual elements.
Share your brand guidelines with the designer to ensure that they have a clear understanding of your brand’s look and feel.
Reviewing and approving design drafts and revisions
Be prepared to go through multiple rounds of revisions to refine the design and ensure that it meets your expectations.
V. Select materials and finishes
The materials and finishes you choose for your custom trade show booth will have a significant impact on its overall appearance, durability, and sustainability.
Comparing available materials for durability and appearance
Different materials have varying levels of durability, weight, and visual appeal. Common materials used for trade show booths include aluminum, wood, fabric, and various types of plastics. When selecting materials, consider factors such as:
- Durability: Choose materials that can withstand the wear and tear of multiple trade shows and transport without compromising their appearance or structural integrity.
- Weight: Lightweight materials can reduce shipping and setup costs and make your booth easier to transport and assemble.
- Visual appeal: Opt for materials that complement your booth design and enhance the overall aesthetic of your booth.
Consult with your booth designer to determine the best materials for your specific design and objectives.
Choosing eco-friendly and sustainable options
Incorporating eco-friendly and sustainable materials into your custom trade show booth can help reduce your environmental impact and align with your brand’s commitment to sustainability. Some sustainable options include:
- Recycled or reclaimed materials: Utilize materials that have been recycled or repurposed from previous projects or sources.
- Sustainable wood: Choose wood that has been sourced from responsibly managed forests or certified by the Forest Stewardship Council (FSC).
- Green fabrics: Opt for fabrics made from natural, organic, or recycled materials, such as organic cotton or recycled polyester.
Coordinating materials and finishes with your booth design
By carefully considering your materials and finishes, you can create a custom trade show booth that not only looks great but also stands the test of time and reflects your brand’s values.
VI. Incorporate technology and interactive elements
Integrating technology can help capture your audience’s attention, showcase your products and services, and encourage interaction with your brand.
Integrating audio-visual components
Audio-visual components can enhance your booth’s visual appeal and create a dynamic, immersive experience for visitors. Some common audio-visual elements to consider include:
- LED screens: Use LED screens to display promotional videos, product demonstrations, or engaging visuals that align with your brand message.
- Lighting: Creative and effective lighting design can highlight key features of your booth, set the mood, and draw attention to your booth from a distance.
- Sound systems: Integrate a sound system to play music, product jingles, or other audio elements that complement your brand and create a captivating atmosphere.
Adding interactive features for visitor engagement
Interactive features can encourage visitors to engage with your booth, learn more about your products and services, and leave a lasting impression. Some popular interactive elements to consider include:
- Touchscreen displays: Use touchscreen displays to showcase product information, collect visitor contact information, or provide interactive product demonstrations.
- Virtual reality (VR) or augmented reality (AR) experiences: Incorporate VR or AR experiences to give visitors a unique and immersive way to explore your products or services.
- Gamification: Integrate games or contests into your booth to create a fun and competitive atmosphere that encourages visitors to interact with your brand and learn more about your offerings.
Ensuring seamless technology integration
Consider factors such as ease of use, accessibility, and potential technical issues to create a smooth and hassle-free experience for visitors.
By thoughtfully integrating technology and interactive elements into your custom trade show booth, you can create an engaging and memorable experience that sets your brand apart from the competition and helps you achieve your trade show objectives.
VII. Build and assemble the custom trade show booth
This stage involves building the various components of your booth and ensuring that they come together seamlessly on-site at the trade show.
Coordinating with your booth design company or builder
Regularly communicate with your builder to monitor progress and address any issues that may arise during the construction process.
Preparing for on-site assembly
Ask your exhibit provider if they stage the exhibit in their facility before it’s shipped. Receiving pictures of the exhibit before it’s shipped is helpful for getting your team oriented before the show.
Assembling the booth at the trade show
During assembly, pay close attention to details, such as the placement of technology components, lighting, and branding elements. This will help ensure that your booth looks polished and professional, and creates the desired impact on visitors.
Planning for dismantling and storage
Plan ahead to ensure that you have a team in place to handle this process efficiently and carefully to avoid damage to your booth components. The Trade Group has an Exhibit Management Program (EMP) that can take care of the entire exhibiting process, including installation and dismantling.
VIII. Evaluate and refine your booth after the trade show
Evaluating your custom trade show booth’s performance will help you refine your booth for future events and ensure that it continues to effectively represent your brand and meet your objectives.
Analyzing performance data and feedback
Review the performance data collected during the trade show, such as the number of leads generated, product demonstrations conducted, or social media mentions. Compare this data to your initial goals and objectives to assess your booth’s overall performance.
In addition to quantitative data, gather qualitative feedback from your booth staff, visitors, and other trade show attendees.
Identifying areas for improvement
Based on your performance data and feedback, identify any areas where your custom trade show booth could be improved. This might include changes to the booth design, materials, or interactive elements, as well as adjustments to your messaging or marketing strategy.
Refining your booth design and components
Work closely with your booth designer and builder to implement any necessary changes to your booth design or components. This might involve updating graphics, adjusting the layout, or incorporating new technology or interactive features.
Keep in mind that refining your booth should be an ongoing process, as your brand and objectives evolve over time.
Preparing for the next trade show
As you plan for your next trade show, consider how your refined booth design and components can help you achieve your goals and objectives more effectively. Update your goals and objectives as needed, and continue to collect performance data and feedback at each event to inform future refinements.
By continually evaluating and refining your custom trade show booth, you can ensure that it remains an effective marketing tool that helps your brand stand out, attract attention, and achieve its objectives at trade shows and industry events.
The Trade Group
Since 1986, The Trade Group has been helping companies look their best on the show floor and achieve their goals. If you’re interested in partnering with an award-winning event marketing company, reach out and contact us below.
The Trade Group is a full-service trade show and event marketing company. We will work with you to create an exhibit or an event that brings in leads and helps you achieve your business goals. Contact us here or give us a call at (800) 343-2005.
