Are you headed to Connect Marketplace 2024 in Milwaukee, WI? We’ll be there too! Look for Classic Exhibits in the show hall. We’ll be featuring a Symphony Portable Display, along with messaging about our private-label services to exhibit and event companies.
To schedule an appointment, contact Mel White, VP of Marketing and Business Development (mel@classicexhibits.com). Or stop by the booth from August 27-29.
For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
When it comes to trade show booth design, six trends have dominated for inlines and islands over the past five years.
Large Tension Fabric Graphics
LED Lightboxes with Backlit Fabric
Curves
Rental Inlines and Islands
Sustainable Materials
Customization
With the exception of basic portable displays, modern trade show exhibits are bigger, brighter, and curvier than ever. Even traditional square and rectangle booths have gotten more upscale as customization has gotten easier and more affordable. Rentals included. Gone are those basic and battered booths so common from show organizers and general service contractors (GSC). Now, it’s nearly impossible to tell a purchased booth from a rented one from most exhibit houses. In other words, trade show booth design, construction, and ownership are more flexible and beautiful than ever before.
Getting Started with Trade Show Booth Design
Every perfect trade show booth design starts with identifying your audience, marketing goals, and trade show budget. Exhibit designers use this information as the first step, then they’ll ask additional questions to fine-tune the booth to your specific requirements. For example – they’ll identify whether you need storage, meeting areas, overhead signage, and accessories like monitors, literature trays, charging stands, etc. They’ll even determine if you’ll need rental furniture like office chairs, sofas, and end tables and suggest styles to match your graphic design.
The 15 trade show booth design examples below show recent design trends in custom, modular, and portable displays, along with sustainable exhibits and rentals. Don’t be afraid to drill down on what works (and doesn’t work) for your booth design vision. Then share them with the exhibit designer.
A well-designed trade show island exhibit should be attractive, inviting, informative, and practical. The GK-5153 does all that… and more. It combines a casual meeting space with functional counters for product samples. The design includes a reception counter, also with locking storage. Throughout the island, there are large graphic opportunities at multiple angles to attract attendees from every aisle, including a 16 ft. tower.
Many of the flat panels are from the patented Gravitee System, which connects without tools or loose parts, making assembly much easier than traditional panels. The Large Aero Overhead Hanging Sign pulls it all together with internal and external graphics.
It’s the complete package. The GK-5147 island maximizes the available space with double-sided curved panels. The design includes iPad workstations, monitor mounts, and a presentation area. There’s an attractive custom reception counter with a backlit graphic and LED accent lights. In addition, the islands have multiple seating areas all with USB charging ports so your clients can charge their phones and tablets. All the curved panels are from the patented Gravitee System, so individual panels connect without tools and there are no loose parts or pieces.
An island exhibit doesn’t have to stand tall or be overly complicated. It simply has to fit your tradeshow marketing needs… and get noticed. The RE-9091 rental island has two eye-catching double-sided SuperNova lightboxes. These lightboxes assemble quickly and are always the star attraction in any booth space. The RE-9091 has a large full-size closet along with storage in each reception counter.
In addition, the closets do double duty, serving as lightboxes on the two longer sides and supporting a monitor in the lounge. High above, there’s an Aero Triangle Hanging Sign so you’re sure to attract attention from across the show hall.
The RE-9139 Rental Island goes way beyond a pretty picture. We’ve incorporated key features such as large graphics, private and semi-private conference rooms, towers with locking storage access, and workstations and reception counters with secure storage. Not enough? Then add product shelves, large and small monitors for presentations, a variety of light fixtures, and hanging signs for high visibility from anywhere on the show floor.
Looking for a big bang on a modest budget? Plus a sustainable design? The ECO-4094 doesn’t disappoint with (3) double-sided backlit towers, fabric graphics, ample meeting space, and an amazing reception counter with locking storage. The open format allows for multiple entries into the booth, which can often be a challenge for an island exhibit. The 12 ft. tower can support a large monitor and there is enough space for presentations. All that and built with eco-friendly materials.
The ECO-4100 Sustainable Exhibit takes a traditional square design and transforms it into a more inviting space with curves. There are two demo stations facing the aisles, a backlit counter with storage, and a cozy lounge in the middle. The large overhead attached sign ensures you’ll be seen from any angle on the show floor. You go to trade shows to be seen… so be seen with the ECO-4100 20 x 20 island booth.
5 Custom Trade Show Booth Ideas
1. Travel Portland Custom Booth
A city known for its vibrant culture, arts, food, bicycling, festivals, and nightlife, Travel Portland wanted to present a multi-sensory experience of the city. This island exhibit needed to flex for use at three shows per year in a 20×20 or 20×30 configuration. One requires an informational experience, one focuses on setting meetings with destination planners, and one is focused solely on the attendee’s sensory experience. The ability to change out graphics easily for each show was paramount. Travel Portland requested lightweight components to reduce shipping costs and a modular structure that was easy to assemble and easy to reconfigure between 20×20 and 20×30.
2. Google’s Custom Booth
Google wanted a fun, creative, almost childlike atmosphere in their island exhibit, similar to the vibe in Google offices around the world. Google had a long wish list of functional requirements: multiple seating areas, interactive spaces including a selfie wall, storage for swag, a tall visible structure, a distinctive hanging sign, a prominent reception counter, and strong digital moments. All of which had to fit in a 20×20 space without feeling cramped. Finally, the 20×20 had to be easily reconfigurable into larger booth sizes at future shows.
3. Custom Booth for Slate
Slate wanted a welcoming, attention-grabbing, and professional atmosphere that incorporated a Seattle theme where the event was held. They needed multiple meeting spaces, product demo workstations, and large-scale eye-catching graphics. They reserved a unique 20×60 space that spanned the windowed atrium between the two show halls. Slate’s nature-themed design in the arched atrium complemented the space and appeared to extend far beyond the 20×60 footprint it occupied.
4. Home To Go Custom Exhibit
As a first-time exhibitor in the US market, Home To Go wanted an impressive presence at their industry’s largest event. Throughout the year, they exhibit in 10×30, 10×20, and 10×10 shows, requiring their exhibit structure to be flexible yet visually consistent. Home To Go’s strategy for increasing visibility was to “glow.” They chose an expansive 30 ft. back wall lightbox with a surrounding wood frame. The outside of the frame is covered in a dark woodgrain laminate, and the inside is laminated with Home To Go’s signature purple, which further reflects the light from the backlit graphic.
5. Custom Booth for Odyssey Foods
Odyssey Foods wanted attendees to sample their unique products in an intimate yet approachable experience that mimics an authentic Seattle bistro. An effective chef demo was critical, including seating for buyer conversations and a large menu board to showcase recipes being prepared. This demo area needed easy access to a private prep and storage area. Additionally, the client required real and engaging display areas to showcase the array of Odyssey products. The ongoing menu and product updates required multiple large areas for signage that could be easily changed.
No corporate exhibitor wants a generic exhibit. They want a modern display tailored to their message and tradeshow marketing mission. The GK-1013 is ideal for serious exhibitors who want to show products and big images. The exhibits include shelves, monitor mount, and storage, including both walk-in and counter storage.
The Gravitee One-Step back wall assembles quickly with modular panels. Graphic choices include tension fabric or direct prints depending on your preference. Best of all, the 10 ft. inline can be expanded to a versatile 20 ft. display.
Striking the right balance between aesthetics and performance is crucial for any trade show display. The VK-1354 blends them two perfectly with bold graphics, backlighting, practical features, and convenient storage. This exhibit offers a large backlit graphic for high impact along with direct print headers. In addition, there are shelves to showcase products and back wall storage with an internal shelf.
The VK-1354 includes the MOD-1702 backlit counter with storage… There’s no question . . . this exhibit will be the star of any trade show.
Clean, dynamic, inviting, and practical. The VK-4030 strikes the ideal balance of large backlit graphics, tablet/monitor(s), and casual seating, all in well-defined spaces with appropriate social distancing. The large backlit fabric graphics create a seamless visual presentation whether in the 10 or 20 ft. inline configurations.
The individual sections work as modules, allowing exhibitors to grow or adapt to their changing trade show schedule. In addition, there’s ample locking storage and optional charging stations built into the counters and tables.
Get comfortable with the VK-2979 Series. They feature large, bold graphics, curved structures, and casual seating for 10-12 in the island version and 6 in the 20 ft. inline version. While relaxing your guests can charge their smartphones or tablets with the MOD-1430 coffee table charging stations.
Each charging station can be branded and comes with an attractive LED perimeter glow. You also find ample storage with a full-size closet and a reception counter with a locking door and shelf. Not enough? There are monitor options, downlighting, and uplighting.
For too long, portable displays have sacrificed elegant design for visual simplicity. Not anymore. Introducing Symphony, the first portable/modular display to blend easy toolless assembly with elegant design and clever accessories.
With Symphony, there are no compromises and no tradeoffs. Simply a beautiful upscale display at a price that’s thousands less than most custom modular exhibits.
You want a distinctive custom design, easy to assemble (without tools), lightweight construction, and modular reconfigurability. Welcome to Gravitee! The RE-1060 Rental Inline Booth features panels that connect without tools or loose parts, SEG or fabric graphics, fully assembled flat or curved panels, and a wide range of accessories, like lights, shelves, and monitor mounts. The entire display packs in a fabric-lined, fully jigged custom crate. Each component is numbered for effortless assembly.
Lights combined with colorful graphics may be the single most important key to attracting attention on the trade show floor. The RE-2124 turns the table on traditional lightbox designs by “stepping” (5) 4 ft. x 8 ft. individual lightboxes. The stepping creates visual depth and interest while allowing an exhibitor to tell a compelling story through a sequenced graphic presentation.
The design includes ample room for a casual meeting space (which can be a challenge in an inline) and the charging table with LED accent lights creates a casual yet business-like setting. The RE-1567 reception counter has attractive backlit graphics and locking storage. Plus, the RE-2124 assembles quickly and packs flat in a wood crate for convenient shipping.
A well-designed inline exhibit maximizes the overall space. The 20 ft. RE-2129 rental does all that and more. It includes multiple counters and workstations, all with locking storage and LED perimeter lights. For additional visual “pop,” there are (3) double-sided SuperNova LED lightboxes with fabric graphics. The back wall has (4) monitor stations for demos. There’s even a small bistro table with wireless charging for casual meetings with potential clients.
Many exhibitors prefer an island peninsula configuration with three-sided entries into the booth (rather than four in a traditional island) The RE-9165 Peninsula Rental comes with a 12 ft. H x 9 ft. W storage tower with graphics and a 12 ft. archway and graphic header. It includes (4) double-sided SuperNova lightboxes with SEG fabric graphics. There are 5 monitor mounts, one each on the lightboxes and one on the tower. There’s a walk-in closet storage and (4) laminate counters and (1) reception counter all with locking storage. For casual meetings on the show, there are also (3) bistro charging tables with LED accent lights.
Occam’s Razor states: “The simplest solution is almost always the best.” The RE-9162 Island manages to be both beautiful and welcoming while maximizing the 20 x 20 floor space. It features multiple large format graphics and an overhead hanging sign to draw attention from across the show hall. There are several open entrances along with a contemporary curved reception counter (with branding). The two counter/kiosks stations are perfect for sales presentations, and the large comfortable lounge and charging table makes it easy and convenient to relax with clients. It’s simple, straightforward, and inviting.
The ECO-1127 Sustainable Exhibit offers exhibitors an upscale presence on the show floor with a booth built with eco-friendly materials. This includes a lightweight aluminum frame, green printing materials, LED lights, and FSC wood construction. Features include a large monitor mount, shelves, a curved canopy, a reception counter, and locking storage.
The individual components are numbered for easy assembly and the booth ships in a jigged crate with numbered components. All that and a contemporary modular design that can be expanded to a 10 x 20 display.
Does your company have a green sustainability initiative? Consider a modern ecoSmart trade show exhibit. The ECO-2060 is built with an aluminum frame and green fabric options. It includes (3) monitor mounts for demos and presentations, cabinets with locking storage, LED lights, and frosted ECO-Glass accents.
The step design provides both stability and privacy. Plus the open floor plan is ideal for meeting space with rental tables and chairs.
The ecoSmart Inline Displays are design-driven, reconfigurable, and user-friendly. Using the most sustainable materials on the market, these displays prove that you don’t need to look green to be green, and you don’t need to spend more either. You’ll always get the best of both with an ecoSmart. The ECO-2054 features large backlit LED light boxes and fabric graphics with a curved header. Accessories include literature holders and (2) modern counters with locking storage.
Looking for a big bang on a modest budget? Plus a sustainable design? The ECO-4094 doesn’t disappoint with (3) double-sided backlit towers, fabric graphics, ample meeting space, and an amazing reception counter with locking storage. The open format allows for multiple entries into the booth, which can often be a challenge for an island exhibit. The 12 ft. tower can support a large monitor, and there is enough space for presentations. All that and built with eco-friendly materials.
The ecoSmart Island Exhibits are design-driven, reconfigurable, and high-impact. The ECO-4100 Sustainable Exhibit takes a traditional square design and transforms it into a more inviting space with curves. There are two demo stations facing the aisles, a backlit counter with storage, and a cozy lounge in the middle. The large overhead attached sign ensures you’ll be seen from any angle on the show floor. You go to trade shows to be seen… so be seen with the ECO-4100 20 x 20 island booth.
For too long, portable displays have been both perfectly functional and perfectly boring. Not with the Symphony Portable System. Choose from 8 SEG frame shapes and 17 distinctive accessories to create an elegant portable display that assembles without tools. Best of all, the modular designs lets you reimagine your trade show marketing from show to show. Personalize your Symphony Display with attractive counters, workstations, floating graphics, iPad clamshells, and monitor mounts. Add floating graphics for additional visual layering and branding.
The affordable Sacagawea Portable Hybrid is a contemporary display designed with lightweight engineered aluminum and vibrant tension fabric graphics. Using knob-assisted assembly, the Sacagawea sets up quickly, typically in less than 40 minutes for a 10 ft. display. All components are individually numbered and packed in durable roto-molded cases with custom die-cut foam packaging. Options include workstations, pedestals, fabric canopies, headers, iPad accessories, and monitors.
Not all lightboxes are the same. SuperNova Lightboxes are brighter, bolder, and more durable. When combined with our HD fabric graphics, no lightbox is more vibrant or attracts more attention. The VK-1960 is an attractive, practical, and portable lightbox display designed for the serious exhibitor. It includes SEG fabric and direct print graphics, shelves, and a monitor mount.
Symphony is the first portable/modular display to blend easy toolless assembly with elegant design and clever accessories. With Symphony, there are no compromises and no tradeoffs. Simply a beautiful upscale display at a price that’s thousands less than most custom modular exhibits. Unleash the designer within you. Create the perfect 10, 20, or 30 ft. display by selecting from stylish back wall shapes and distinctive counters and workstations. The mix-and-match flexibility encourages unlimited design possibilities.
Considering a lightweight portable display, then consider the toolless SEGUE Sunrise with fabric graphics. The Sunrise offers all the advantages of a portable display — affordability, ease of set-up, and a large graphic – with the benefits of a large format tension fabric graphic, durable aluminum frame, and no-tools assembly. Assembly takes less than 20 minutes for most kits. Best of all, the 7 ½ x 7 ½ silicone edge graphic guarantees a perfect fit every time, and the fabric graphics mean worry-free performance from show to show. You can even wash them. Made in the USA. Lifetime warranty on workmanship.
The innovative SuperNova™ LED Inline lightboxes combine exceptionally bright LED lights, modular engineering, an aluminum frame, and silicone edge fabric graphics into a brilliant eye-catching display. The SuperNova LED lights are attached to the frame which makes assembly easy and packaging a snap.
SEGUE Lightboxes take a familiar concept, lightboxes, and transform them into a two-sided billboard using lightweight aluminum and tension fabric graphics. Better yet, these are not ordinary graphics. They are silicone edge graphics or SEG. The shelves make this truly versatile at trade shows, events, and even retail spaces.
Any good table top display should be lightweight, attractive, and easy to assemble. SEGUE table top designs do all that and more. The SEGUE-engineered aluminum frame is durable and assembles without tools. The vibrant silicone edge fabric graphics fit into a simple groove, making the set-up error-free every time.
Cell Phones have not only become indispensable to our lives, but they have also become indispensable to trade shows, events, retail environments, and meetings. Charging them can be a challenge. Charging Stations attract attention and are a popular convenience for potential and existing clients.
When choosing the right charging station, consider how you will use it on the show floor, event, or in a retail setting. Is it for a permanent installation or a temporary meeting? Do the graphics need to change from event to event? All these options and more are available.
If you are considering a lightweight portable display, then consider the tool-less SEGUE Sunrise with fabric graphics. The Sunrise offers all the advantages of a portable display – affordability, ease of set-up, and a large graphic – with the benefits of a large format tension fabric graphic, durable aluminum frame, and no-tools assembly. Assembly takes less than 20 minutes for most kits.
The affordable Sacagawea Portable Hybrid is a contemporary display designed with lightweight engineered aluminum and vibrant tension fabric graphics. Using knob-assisted assembly, the Sacagawea sets up quickly, typically in less than 40 minutes for a 10 ft. display. All components are individually numbered and packed in durable roto-molded cases with custom die-cut foam packaging.
Inexpensive and upscale… that’s the beauty of a Symphony Portable Display. The Symphony’s engineered aluminum frame is designed to last years of trade show service and the SEG fabric graphics are lightweight, vibrant, and elegant. The display packs in a durable roto-molded case with wheels and includes die-cut foam packaging for secure shipping.
Budget doesn’t mean basic with a Symphony Portable Display. The RE-1074 is an exceptional rental display with gentle curves, LED lights, and a monitor mount. It even includes a backwall workstation with wireless charging pads for your phone.
Trade Show Booth Design with Classic Exhibits
Many new exhibitors don’t know where to start with exhibition booth design. Fortunately, Classic Exhibits has a vast library of past projects and contemporary exhibit designs to jumpstart the process. Sometimes the ideal booth has already been designed and built and only needs a few tweaks to match your vision. Other times, exhibitors will select ideas from multiple exhibits to create their perfect display. Either way, we’re ready to lend a hand and turn your vision into a reality.
Classic Exhibits has been designing and building solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producers and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards.
New exhibitors often experience sticker shock when they see the price of a trade show display. And it’s hard to blame them. They’re accustomed to identical widgets flowing from an assembly line with economies of scale prices.
Except for imported portables, trade show exhibits are not widgets. Most are built to order, even if it starts from a pre-existing design. At Classic Exhibits, for example, every display is “made-to-order.”
The wide range of prices can also be confusing, even for 10 ft. inlines. Your client may ask, “What’s the difference between a 10 x 10 display at $3500 and another at $23,000?” The easy answer isdesign, complexity, materials, packaging, and accessory options, but without visuals it can still be perplexing.
12 Price Ranges
Below are 12 price ranges, starting at $3K and ending at $24K. In each range, there are three design examples from Exhibit Design Search, so 36 total. These are meant to be representative, not comprehensive since EDS has over 300 10 ft. kits. No rental designs were included. That would have created more chaos than a 5-year-old after two glasses of Mountain Dew.
The descriptions are generalizations, not specific features for every exhibit.
Range: $3000-$4000
Portable display backwalls with fabric graphics, stem lights, and rolling cases or carrying bags.
SYK-1034 | $3692
VK-1905 | $3499
X1 8 ft. | $3877
Range: $5000-$6000
Portable and portable hybrid displays with workstations/counters, stem lights, fabric and direct print graphics, and roto-molded case(s) with wheels.
SYK-1016 | $5843
VK-1120 | $5854
VK-1912 | $5199
Range: $7000-$8000
Upscale portables with counters/workstations, monitor mounts, stem lights, and floating graphics or LED lightbox with tension fabric graphic.
SYK-1033 | $7954
VK-1233 | $7499
VK-1968 | $7999
Range: $9000-$10,000
Sustainable and elegant portables with monitor mounts, shelves, counters/workstations, and stem lights or LED lightbox with large monitor mount and backlit graphics.
ECO-1050 | $9945
SYK-1044 | $9098
VK-1977 | $9190
Range: $11,000-$12,000
Modular exhibits with shelving, literature, counter and monitor options, along with backlit and stem light choices.
VK-1318 | $11,600
VK-1319 | $11,520
VK-1362 | $11,050
Range: $13,000-$14,000
Custom modular and sustainable exhibits with stem light and backlighting options, shelving, locking storage, direct print and fabric graphics, and monitor/iPad mounts.
ECO-1116 | $13,450
GK-1009 | $13,553
VK-1961 | $13,395
Range: $15,000-$16,000
Modern custom modular and custom exhibits with downlighting/backlighting, shelving, locking storage, and large monitor mounts.
ECO-1015 | $15,900
VK-1340 | $15,550
VK-1974 | $15,995
Range: $17,000-$18,000
Contemporary custom, modular, and sustainable exhibits with modular counters, shelving, monitor mounts, shelving, multiple lighting options, and customized accessories.
ECO-1098 | $17,611
GK-1001 | $17,696
GK-1012 | $17,808
Range: $19,000-$20,000
Upscale custom, modular, and sustainable exhibits with shelving, lightboxes, closet storage, and reception counters.
GK-1017 | $19,259
VK-1359 | $19,810
VK-1366 | $19,615
Range: $21,000-$22,000
Elegant custom, modular, and sustainable exhibits with storage, monitor, shelving, monitor, and lighting options including backlit and halo lit logos.
ECO-1091 | $21,164
ECO-1123 | $21,225
VK-1354 | $21,750
Range: $23,000-$24,000
Customized exhibits with stylized counters and a broad range of graphic, A/V, lighting, and accessory options.
GK-1003 | $23,913
VK-1322 | $23,700
VK-1363 | $23,470
The Classic Exhibits Distributor Network
Successful trade show marketing doesn’t happen by accident. There’s always a strategy and a plan. The key is identifying the right strategy and executing the right plan. For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers.
The Classic Exhibits Distributor Network includes over 200 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
We all know the expression, “If you fail to plan, then plan to fail.” Which, if we’re honest, isn’t always true. Some projects don’t require much planning. Trade shows, and in particular trade show marketing and exhibition, do require careful and systematic planning to be successful.
Yet, there are companies that devote less time to their trade show planning than they would to a 4-year-old’s birthday party.
It’s nuts… especially when you consider the cost of trade shows and the lost opportunities when trade show planning is handled haphazardly. But you’re not that person, right? You want your trade show program to be professional and financially successful, which is why you’re reading this article.
The Importance of Trade Show Planning
Trade show planning is crucial for businesses to maximize their return on investment (ROI) or return on objectives (ROO). A clear and comprehensive plan ensures that companies maximize their sales opportunities while minimizing costs (and stress).
Any “live event” can be unpredictable and trade shows are no exception. However, what’s often described as “unpredictable” by some exhibitors, like shipping, labor, or show services, is more often the result of poor planning. Everyone and every company that provides services to exhibitors understands that communicating deadlines, pricing, timelines, and expectations makes everyone’s job easier. They don’t want surprises any more than you do.
Regarding what size exhibit to buy or rent, as a general rule, a 10 x 10 booth is sufficient for a small business. At 100 square feet, you can accommodate at least four people at once, two staffers and two attendees. Consider a 10 x 20 for a medium business and islands for a larger business. The size of the booth, however, depends on your goals and products. At a trade show, size matters, but it should complement, not dictate your exhibit marketing goals.
Trade Show Event Planning: The Basics
Assign one person to be in charge of timetables and scheduling. Assign another person to draw up the trade show budget and define the marketing goals. This person will have to account for the cost of renting or buying a booth, the cost of accessories such as literature racks, as well as travel expenses. Travel expenses will vary depending on the location and duration of your stay. If you decide to rent, you should expect to budget:
25% on renting your booth space
20% on design and graphics
15% on electrical, cleaning, and drayage
10% on shipping materials to and from the trade show
10% on press kits and pre-show promotions
20% on staffing, travel, and other miscellaneous expenses
If you decide to purchase an exhibit, you will want to work with a professional exhibit designer. Most exhibit distributors have a designer on staff or rely on their exhibit manufacturer to supply design and rendering services. You will need to follow the rules and regulations on booth design for your particular show as well as observe basics such as fire, electrical, and safety codes and provide wheelchair accessibility. Rely on your exhibit designer who understands these requirements.
Trade Show Planning Guide: Key Steps to Success
By investing in comprehensive trade show planning, businesses can maximize their chances of achieving their goals, generating new leads, building brand awareness, and securing new business opportunities.
Define Clear Goals and Objectives: Without clear goals, it’s impossible to measure the success of a trade show participation. Thorough planning helps identify specific objectives, such as generating leads, increasing brand awareness, or launching new products.
Develop a Strategic Budget: Trade shows can be costly, so creating a detailed budget is essential to avoid overspending. Planning allows for accurate budgeting for booth space, staff expenses, travel, accommodation, and marketing materials.
Design an Engaging Booth: The booth is the company’s face at the trade show, so it needs to be visually appealing, informative, and functional. Planning ensures that the booth design aligns with the brand message and effectively attracts visitors.
Prepare a Pre-Show Marketing Campaign: Trade show success often hinges on pre-show marketing efforts. Planning allows for strategic campaigns to generate interest, drive traffic to the booth, and schedule appointments with potential customers.
Train Your Staff: Trade show staff should be knowledgeable about the company’s products or services and well-prepared to engage with visitors. Planning ensures that staff is trained on sales techniques, lead capture methods, and answering common questions.
Establish Lead Capture and Follow-Up Systems: Effective lead capture is crucial for converting trade show interactions into future business opportunities. Planning involves setting up systems to capture leads digitally or on paper and establishing a follow-up process to nurture those leads.
Measure and Evaluate Results: After the trade show, it’s important to evaluate the results and identify areas for improvement. Planning facilitates the collection of relevant data, such as lead generation, booth traffic, and customer interactions, to measure the success of the event.
Trade Show Management: Ensuring a Smooth Experience
Who is trade show management? It’s less straightforward than it appears. At most shows or events, there are three management teams, each with different responsibilities. Knowing who does what will make your life considerably easier if you encounter issues or simply need answers to questions.
Exhibition, Convention, or Show Hall Management: Every exhibit hall or event venue has a team that handles sales and marketing, schedules shows, maintains the facility, and negotiates contracts with unions, food vendors, and janitorial services. They are responsible for the management and success of the building. For smaller shows, meetings, or events, they may even serve as the show management.
Show Management: Whether it’s a local boat show or the annual trade show for the American Cardiology Association, the “show” is owned and managed by a company or an association. They are responsible for everything associated with the show without necessarily handling every activity. For example, they identify the location for the show and negotiate space and services with the facility management. They also contract with a General Show Contractor to handle drayage, electrical, pipe and drape, signage, labor, etc. However, the show management devotes much of their time to marketing the show, developing education sessions, scheduling speakers, creating social events, soliciting sponsors, and registering attendees and exhibitors.
General Show Contractor (GSC); Most exhibitors interact primarily with the General Show Contractor and often confuse the GSC with both Show Management or Show Hall Management. As mentioned before, the GSC handles a variety of functions for exhibitors, depending on the show. These may include moving and storing freight, electrical services, cleaning, labor, sign rigging, rental furniture, and in some cases even renting exhibits. The GSC has a contract with Show Management and when an exhibitor hits a wall resolving a problem with the GSC, they should contact Show Management, who typically has a temporary office in the show hall.
The Exhibitor Advocate: The Exhibitor Advocate is a non-profit advocacy group that provides exhibitors with education, resources, and assistance with trade show challenges. They’re not show management nor are they at the show. Instead, they are a valuable partner who can help exhibitors address challenges and prominent pain points to ensure your events remain a valuable and irreplaceable marketing channel.
The Exhibitor Advocate’s mission is to amplify the voice of exhibitors to ensure the enduring success of exhibitions and events by collaborating with all stakeholders to promote and cultivate open communication, consistent standards, and industry best practices.
Seamless Exhibit Planning with Classic Exhibits!
Successful trade show marketing doesn’t happen by accident. There’s always a strategy and a plan. The key is identifying the right strategy and executing the right plan. For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers.
The Classic Exhibits Distributor Network includes over 200 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
What are your odds of succees on the trade show floor?
Ever wonder why so many trade shows are held in Las Vegas. Hint: It’s not because Donny Osmond and Carrot Top are headliners. It’s gambling. Frankly, I love gambling, even if I’m not much of a gambler. The chance to turn $20 into $1000’s, maybe even millions of dollars, is scary seductive.
Gambling may also be the reason I love trade show marketing. It’s playing the odds. Trade shows, just like all games of chance, have very specific odds. While there’s always going to be some luck involved, it’s up to the trade show marketer to choose what “games” they play and how much they wager. Frankly, some of us choose wisely… while others do not. There are no guarantees, only choices based on experience, research, and hunches.
What kind of trade show gambler are you? See below.
Powerball/Mega Millions Lotteries
While not Las Vegas gambling, it’s gambling we know and understand. It’s hard to resist the lure of a lottery when the prize approaches $500 million. You bet $2 to $100 and continue buying tickets until someone wins the grand prize. The odds of winning are not good, actually terrible, but that’s OK. It wasn’t cheap but it wasn’t a lot, and you were going to the convenience store anyway to get an energy drink. Many lottery players don’t even bother checking their tickets if they’re not the BIG winner.
The Multiplier Marketer
You’ve met this trade show exhibitor. They buy an inexpensive display, participate in the BIG show year after year, put little effort into it, and toss away most leads. But next year… they’ll land that multi-million dollar order, and it will all be worthwhile. They’ve bought into the whole “you can’t win if you don’t play” philosophy, which sounds suspiciously like “We go because, we’ve always gone to the show.”
Slot Machines
Who doesn’t love the noise, the lights, and the movement of slot machines? They’re fun and seemingly affordable. True, the odds aren’t great, but they’re better than the lottery, keno, or even roulette. The rules (if there are any) are easy to learn. Best of all, someone is always winning, because you hear the jackpots and the lights flashing. Keep at it, you’ll eventually break even if you just put another $20 into the slot machine.
Wonder Woman Marketer
Plug and play is hard to resist for many trade show marketers. After all, it’s the show organizer’s job to bring attendees to the show. Their hardest decision is which display to choose, and hopefully, the one they select (Wheel of Fortune) will have better odds than the other choices (Game of Thrones or Wonder Woman). Just keep playing you tell yourself and eventually (if you hold your head just right and wear your lucky shoes), you might land that one-in-a-million Progressive client.
Blackjack
In blackjack, you don’t control the cards, but knowing the rules and understanding blackjack strategy can improve your chances of winning. The casual blackjack player may win occasionally, but the professional blackjack player wins consistently. Skill and strategy will alter the odds just enough to give the expert a slight advantage over the house. And if they know how to count cards, then all bets are off for the house advantage.
Splitting Aces Marketer
Unlike slot machines, blackjack skills can be taught and strategies learned. There’s a wide range of trade show marketers in this category, but most have a working knowledge of the rules and regulations and the time to study them. Great marketers tap into the knowledge of those who have been successful at trade shows for years. There’s still some luck involved, but they try to control what’s controllable. And just like blackjack, the “house” will occasionally change the rules to make winning more challenging. It’s up to the exhibitor to find creative ways to improve their odds which can mean shifting to another show if the odds are better.
Poker
Unlike the games previously mentioned, the house makes its money by taking a rake, entry fee, or timed fee from the players. And just like with blackjack, knowing the odds and understanding poker strategy will improve a player’s chances of winning. Yes, there’s luck, but poker adds another dimension… reading people. In poker, it’s possible to have a losing hand and still win. Professional poker players study their opponents, not just while playing but also weeks or months in advance looking for “tells” that will give them an advantage. Preparation, focus, and decisiveness can be the difference between losing everything or winning not just the pot, but the tournament.
I’m All In! Marketer
The trade show marketer, who acts like a professional poker player, controls what they can control. That includes their exhibit, the show services, the location, the attendees, the pre- and post-show marketing, the staff, and the ROI or ROO. They recognize that a successful trade show is always possible if they improve their odds. They’re more likely to attract the right clients to their booth, provide them with a memorable experience, gather the appropriate sales information, and contact them promptly after the show.
But mostly, they’re in control. They don’t get distracted, and they don’t allow their team to play the slots when they should be sitting down for a game of poker.
Not Everyone Gambles
One important note: not everyone at a trade show is a gambler. Some don’t have to be because the “non-gamblers” control the games, set the odds, and determine the rules and regulations. They win the moment someone enters the building. It’s simply a matter of how much they win. There’s nothing wrong with that. In fact, we should all applaud any business savvy and smart enough to create a profitable strategy.
Always Bet on Yourself
As a trade show marketer, you have enormous power as an exhibitor. First of all, you get to choose which shows deserve your business. Not every show does, even if they’re The Major Show for your industry. Secondly, you can negotiate or influence rates, sponsorships, and the fees and regulations of future shows. Will you always be successful? No. But saying silent means the answer is always No.
Finally, smart exhibitors assume their trade show success depends on them, not the show organizers, not the General Show Contractor, not other exhibitors. They control the outcome and do everything possible to manage their expenses, their exhibit experience, and their pre- and post-show marketing. In other words, while they gamble, they always choose games where winning is in their control.
Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America. For more information, contact us at 866-652-2100 or www.classicexhibits.com.
