Many worthwhile companies offer great products and services. The problem is though, many of these companies fail to get off the ground and become as successful as they could be because they have not found the proper advertising and marketing avenues that can get them the exposure they need. Today’s world can be a confusing one when it comes to this matter because so much has changed in the advertising world. Newspaper, magazines, radio and television used to be king in the advertising and marketing world but many companies have gone from zero to publicly traded companies without once having advertised using any of these traditional mediums. The internet has changed everything and trade shows have become more popular over the years. The internet is used to create exposure for the trade shows like billboards and newspaper adds used to and now, the stakes are higher than they ever have been before to make an impression with an impressive trade show booth.
Trade shows are a very important advertising medium that can be very effective for companies who understand that they can reach their core audience in a short amount of time. Trade shows are usually industry-specific and are sometimes held at elaborate venues in fun parts of the country that create a draw based on location. Trade show events in Las Vegas are common, for example, so those who attend may have a few ulterior motives for volunteering to travel for one, but depending on the industry there is plenty of fun to be had inside of the trade show itself. Some of the biggest industry trade shows charge admission to consumers who want to come in and check out the buzz, like the consumer electronics trade show held every year. Trade shows are money-makers for the event holders, the venues and the companies who spend the money and take the time to set up trade show displays that catch people’s eyes when they pass by.
Purchasing space and attending a trade show can be an expensive prospect as it is but when you factor in the plane flights, hotel rooms and other travel expenses it can certainly add up, so it better be worth it. The best way for any company to ensure that they are going to be making the best use of their time and money at a trade show is to hire a professional with experiential marketing experience to design a trade show display for them. The reason for this is that experiential marketing is a highly nuanced field that requires a combination of advertising, psychology and design skills in order to be truly effective. Sure, any company could go with a trade show display designer who knows how to create cardboard pop-up displays that will do the trick, but it may be a better idea to go for the gusto and create a display that will be the envy of every company in attendance.
Creating an interactive, fun and professional display is not easy. There is a fine line between having fun and being professional and walking the delicate tightrope between the two could be the difference between someone taking a company seriously or not. Coming up with creative ways to get adults to let go and have fun with some interactive exhibits can be difficult because so many people at trade shows are self-conscious and concerned about maintaining a professional image. So, any trade show booth designer needs to know the audience that will be attending the trade show and the kind of attitudes that they will likely have. They will also need to know the company they are representing and the industry that they are creating a display for in order to attract the right people. Creative input is always valued from a company standpoint but in most cases, it makes sense just to let the professional do what they do best.
An intelligent color scheme is important and so is lighting. Many trade show venues are located within spaces with extremely tall ceilings so in order to properly showcase a trade show display, independent lighting schemes have to be incorporated into the design of the display. Also, too often trade show booths are not designed with the floor of the venue in mind. This is an underutilized surface that can be used as valuable advertising square footage that can enhance a trade show display and help set it apart from others. Sometimes being creative at these things is what separates a company from the rest of the pack by making their booth more memorable than others.