7 Reasons Why Event Exhibit Displays are Important for Business

Trade shows and marketing events offer businesses the opportunity to reach new customers and build brand awareness. Your trade show display is the first thing existing and future customers see making it critical that your display is appealing and represents your company professionally. There are countless opportunities when it comes to designing and printing trade show displays.

You have invested the time and money required to have a display at a convention, trade show or even just within your own store. Investing in a quality exhibit design can help deliver the best return and get the business the most out of it for its efforts.

Below are the importance of trade show displays for any kind of business:

Colours and branding

Once your window display has brought customers into your store, you want them to be drawn to something as soon as they enter. You only have a few seconds to ensure that customers are attracted to your displays so they need to be simple and bold. The best way to attract customers to your displays is through the use of colour, a colour that stands out will invite a customer to look and engage with your display. Clear and consistent branding is also important in ensuring that your store is recognisable and memorable, this shouldn’t just be through your signage, by using your brand colours and typography in your retail display stands you can create a distinguished and consistent brand visual.

Advertise your product

The craft or art of exhibit design involves displaying the product and related information to convey a message to the public that views the presentation. Having a sample of the product and a few brochures on a table seldom attracts the attention of a well prepared and designed exhibit.

While exhibit design is often associated with product presentations at conventions or events, there is a long list of other fields that use the same processes and skills. This includes museum displays, retail window presentations and educational presentations. While the subjects can vary widely, the principles of an effective exhibit design remain the same.

Generate lucrative and highly targeted business leads

With the right strategy, every trade show you attend is an opportunity to drastically expand your company’s customer base. The people who attend trade shows tend to be motivated, interested in the products or services your company offers, and often ready to commit to a deal on the spot.

In short, they’re much more worthwhile leads than names and numbers picked out of a business directory. Make your sales goals clear to your team before your next trade show and ask them to generate as many leads as possible. A good show could keep your sales team busy for months connecting with prospects and closing deals.

Placement and organisation

Attractive displays should have products positioned in an easy to view, uncluttered manner with any relevant information, such as pricing or sale information displayed clearly. Your display stands should be full but not to the point where customers become overwhelmed with too much choice, and likewise you don’t want your displays to be too empty and give customers too little choice, a happy medium is needed. Ideally you should analyse your retail space and display stands to get a clear understanding of how many products can be displayed in an effective manner and stick to this target.

Detail orientation

The craft of designing an exhibit space involves many details. The designer needs to think like an architect, graphic artist and marketer all in an effort to create the most effective method of delivering the message. Their creation must also be transportable from event to event and adaptable to somewhat varying display spaces. In all, the process of creating a high-quality exhibit design starts with determining the message and continues through design and construction. For these reasons, working with an experienced exhibit design professional can save time and costs while providing the best possible display.

Develop and strengthen your brand

Branding is a huge aspect of business success, especially in industries that depend on trust and reputation. Exhibiting at a trade show is a wonderful way to tell your industry that your company is serious, reliable, and large enough to afford its own presence at leading events and conferences.

By using your exhibit strategically, you can even position your company as being part of a niche within your market. Positioning your booth next to your industry’s ‘blue chip’ companies creates a powerful psychological image that can help your company move from ‘start-up’ to ‘established brand’ in the eyes of your customers.

Close sales without causing resentment

Exhibiting at a trade show gives your company’s sales team an unprecedented level of access to important prospects, all without the resentment and apprehension that characterises traditional direct sales. Typical objections disappear as customers are in a buying (or research-focused) mood.

Capitalise on this opportunity. Prospects rarely give up their time; at a trade show, they do so enthusiastically. View every interaction with a prospect as a chance to close the deal and you’ll exit the trade show with a folder full of ready-to-buy sales leads.

About This Author

Candice Larson Joined: July 3rd, 2017