Show off your company: tips for a better trade show booth: what to know when you are an exhibitor.

AuthorStong-Michas, Jennifer
PositionColumn

Trade shows are big business, and big attractions. Most look forward to trade shows, as both attendees and exhibitors. When approached in the right manner, trade shows can help add an element of fun to business.

The booths themselves are the main attraction and everyone who has attended a trade show can probably think of one booth in particular that just seemed to stand out from the rest. Usually after one comes across such a great display, they decide to either upgrade their own company's trade show display, or maybe even delve into entering the realm of trade show exhibitors.

For those who have never put together a trade show display, get ready for some hard work. The booth is more than just a tabletop these days, and one needs to decide on things such as dimensions, portability, graphics, etc. Choices go beyond just deciding color.

THE IMPORTANCE

Booths themselves are important as they give attendees a first impression of the company. Trade shows themselves are super-sized events that attract thousands of attendees and exhibitors. That means that there is some tough competition in garnering attention. Shows themselves often resemble mazes, as the venues are so large and filled to capacity.

Most attendees are there to make new contacts and learn about what is new and important in their respective fields. Being an exhibitor is a form of mass marketing, as one event can reach thousands of potential customers, all in one shot. That makes the cost associated with being an exhibitor worthwhile to most.

Understanding that being an exhibitor involves more than just putting a banner up with your company name is a first step. The whole goal for attendees is to make new contacts, massage old ones and learn a thing or two in the interim.

THE BOOTH ITSELF

Long gone are the days where simple card tables or tables with a stack of business cards constitutes an acceptable display area.

With trade show booths, costs can be quite high. But, a good booth should be able to last a company through many a trade show, so it is important to buy a quality display so that one's investment lasts awhile.

Basic booths themselves can range in price from a few thousand dollars to more than $100,000. The higher-end models are elaborate setups that have more functions and features than the average office does. But, there are additional costs to consider as well.

Trade show displays go beyond the booths themselves. Many have found that adding on things such as sound...

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