Your exhibition booth design, may it be an exhibit rental option or a customized booth,
is vital for you trade show success!
Do not be overwhelmed when it comes to creating the best trade show booth design. These simple tips will help you get the exhibition booth design or exhibit rental option that works best for your brand.
Create the best trade show booth design for your brand
Does your marketing mix demand that you participate at trade shows regularly to promote your products and meet with your clients? Does your work require you to conduct exhibitions for promotion from time to time? Well then, I’d really insist you give some of your time to understand how an exhibition stand design affects brand perception.
Conducting an exhibition to promote your brand is a simple yet tricky task. It’s simple because the steps are well defined out and you need to follow them, and tricky because everything depends on those simple steps. Lets take a step by step approach when it comes to creating a stall design with an edge:
Take your onground booth online!
YouTube and Google work collaboratively to make live event video streaming freely accessible for anyone with a strong Internet connection. With this technology, the avenues for businesses to magnify event participation, develop product awareness, and upturn their return on investment from your exhibition stand booth are huge. Also, with the world going virtual during 2020, it is important to include online strategies into your on ground trade show display. So how do you go about establishing your trade show participation online?
1. Define the Brief, it is the Guide to Getting the Best Trade Show Booth Design :
You will seldom get a design that is better than your brief. Invest time in defining your design brief.
Put in the physical requirements clearly;
The amount of space you need in your pantry?
The number of meeting rooms you need and how many people will be there in each meeting room?
Do you need a dedicated space for catering?
Do you need any engagement or interactive ideas at the booth?
What is the ballpark budget for booth building at the show?
Put in the conceptual requirements as well;
What is the objective of participating at this show?
Is there any theme that you and your marketing team have decided for this show?
What have your trade show booths looked like in the past years, what did you like from the past and what you would like to improve in the future?
If you can, then go a step ahead to make a complete mood-board of design references, product displays, information counters, etc. that you like. A visual representation would go a long way in communicating to a designer the kind of design language you like.
2. Take Agency Inputs:
As you define the brief and create a mood-board, remember to tell the agency to put in their thoughts and ideas and not be restricted by all that you have given them. You might do 10 trade shows every year, but remember the agency does more than 100 exhibitions globally. So, if you trust your agency, then give them an upper hand when it comes to design concepts, branding insights and engagement ideas at the booth. Remember the best trade show booth design is never the idea of 1 person, it is the amalgamation of the agencies on-floor experience with the clients’ knowledge of their customer likes and dislikes. So, putting your heads together while conceptualizing can go a long way in getting trade show success.
3. Keep Show & Geography Regulations in Mind
At the design stage itself ensure that your agency understands the technical floorplan. The technical floorplan clearly defines pillars, ducts, access points and height regulations. Also ensure that the agency has experience of building booths in the geography where you are exhibiting. Some countries do not have rigging facilities, some do not allow onsite painting, some have different electrical connections, etc. Knowledge of these regulations is vital and can make or break your exhibition booth design. Because, you would agree that, there is no point in having the best trade show booth design on the computer and a shrunk or compromised version of it on the fairground!
4. Have a Post Show Meeting with Your Booth Design Company
While all the above factors can contribute to having a correct design that represents your brand efficiently, this last point is the most crucial and is often missed be even seasoned exhibitors.
It is most important to have a post-show meeting to discuss the design and its positives as well as drawbacks. The show is the moment of truth and the feedback from the show floor is invaluable. So, make sure to interact with your sales team that was onsite to understand how visitors perceived the exhibition booth design, how was it functionality wise, how was it branding wise and what worked well and what needed improvement. Ensure to give this feedback to your booth design company so that they know to what extent their ideas saw reality and where there were misses. Also, it would help to be objective and open-minded in the feedback. The feedback is not to point fingers, but to shake hands better for next time.
This last step will ensure that each booth you build, over a period of time, is better than the previous one and the customer experience will be uplifted at each new trade show.
In conclusion, the best trade show booth design is not the most complex one, or the one that has the largest budgets or the largest space on the show floor. It is the one that meets the brand objectives, communicates the brand language and most importantly one that welcomes the show visitors and urges them to feel comfortable and spend time within the exhibit. If 50% of your visitors remember you post the show, then your exhibition team has done a good job.