The “Why” Can Greatly Impact the “How” in Exhibit Design

Trade Show Blog

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Several weeks ago, we shared 15 Essential Exhibit Design Questions. These are questions every designer should ask their client before designing the ideal trade show display. In response to the blog post, a designer sent me an email. He wrote,

“Here are a few questions we always ask. If the client walks in just thinking about the nuts and bolts of the project, they may miss an informed conversation on why they are exhibiting in the first place and that can fundamentally affect the design of a booth. The Why can greatly impact the How in Exhibit Design.“

At that Classic distributor, the designer is usually included in the initial conversation with the client. Depending on which designer you talk to that’s either a bonus or a burden. The questions he shared gauge whether the exhibitor has identified their trade show marketing goals. That’s critical. And yet, it’s easy to skip those questions because doing so can make the potential exhibitor uncomfortable if they haven’t done their homework.

Personally, I’ve been in meetings where merely asking those questions caused the client to consider not buying an exhibit. More often than not they would come back. But not always. Not everyone should be an exhibitor. IMO — If your client intends to purchase or rent an exhibit, they should be prepared to answer these questions.

3 Essential Trade Show Marketing Questions

1. Why are you exhibiting at XYZ Conference?

What does this conference provide that is a benefit for you as an exhibitor? 

2. How would you qualify a successful event?

Expanding brand awareness, generating new sales leads, successful client meetings? 

3. Who is your target attendee at XYZ Conference?

Meeting new prospective clients, reinforcing established relationships?

We often grumble that drayage or labor or freight or show services is killing the trade show industry. However, the single biggest barrier to trade show success is an unprepared, unmotivated, and uninformed exhibitor. It’s easy to blame them for not doing their homework, but honestly, we’re equally to blame if we don’t ask the right questions, guide them to the right resources, and offer professional trade show marketing expertise. After all, we’re the professionals.

Do you have any other “essential” trade show marketing questions? Please share.

–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite

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Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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