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31 Eye-Catching Trade Show Booth Design Ideas

February 16th, 2023 COMMENTS
trade show booth design

When it comes to trade show display design, six trends have dominated over the past 5 years both for inlines and islands. 

  1. Large Tension Fabric Graphics
  2. LED Lightboxes with Backlit Fabric
  3. Curves
  4. Rental Inlines and Islands
  5. Sustainable Materials
  6. 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 in the past from show organizers. Now, it’s nearly impossible to tell a purchased booth from a rented one from most exhibit houses. In other words, contemporary exhibit 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.  

6 Trade Show Booth Ideas & Examples (Islands)

1. GK-5153 Island Exhibit

trade show booth ideas veggie noodle

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.  

2. GK-5147 Island Exhibit

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.

3. RE-9091 Island Exhibit

trade show booth ideas

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.

4. RE-9139 Rental Island

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. 

5. ECO-4094 Sustainable Island

trade show booth ideas sustainable

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. 

6. ECO-4100 Sustainable Exhibit

trade show booth ideas island

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

Custom Trade Show Booth Ideas

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.​

5 Vendor Booth Ideas & Examples (Inlines)

1. GK-1013 Inline Exhibit

 Vendor Booth Ideas inline

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. 

2. VK-1354 Modular Exhibit

vendor booth ideas backlit

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.  

3. VK-4030 Backlit Inline

vendor booth ideas backlit

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. 

4. VK-2979 Modular Inline

vendor booth ideas 20 ft. inline

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. 

5. SYK-2002 Symphony Portable Display

vendor booth ideas portable

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.

5 Rental Exhibition Booth Designs 

1. RE-1060 Rental Inline Booth

exhibition booth designs modular

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.

2. RE-2124 Lightbox Exhibit

exhibition booth design eco-friendly

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. 

3. RE-2128 Rental Inline Exhibit

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.  

4. RE-9167 Peninsula Rental

Rental Booth

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.  

5. RE-9162 Rental Island Exhibition Booth

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. 

5 Sustainable Trade Show Booth Ideas

1. ECO-1127 Sustainable Exhibit

exhibition booth design with shelves

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. 

2. ECO-2060 Modern EcoSmart Exhibit

 exhibition booth design sustainable

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.  

3. ECO-2054: EcoSmart Inline Display

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. 

4. ECO-4094: Sustainable EcoSmart Exhibit

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.

5. ECO-4100: EcoSmart Island Exhibit

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.

5 Portable Trade Show Booth Ideas 

1. SYK-1045: Symphony Portable System

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.  

2. VK-1228: Sacagawea Portable Hybrid Design

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.

3. VK-1960: SuperNova Lightbox Design

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.

4. SYK-2028: Symphony Booth Design

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. 

5. VK-2311: SEGUE Sunrise with Fabric Graphics

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. 

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. 

What Bigfoot Can Teach Us about Trade Shows

January 18th, 2023 COMMENTS
Trade Show Tips from Sasquatch
Advice about Trade Shows from the Big Guy

Trade Show Tips from Sasquatch

Sasquatch is no seven-foot dummy. He (she) has a brain to match that brawn. Bigfoot understands marketing, knows PR like a Madison Avenue insider, and can out Kardashian the Kardashians without taking a step outside the Pacific Northwest. Here’s what our ancestral brother from another mother can teach us about trade show marketing.

1. It’s Possible to be BIG and Still Not be Seen.

Bigfoot and Trade Shows
Bigfoot Action Figure — Smart Marketing!

All too often, exhibitors are told that an island exhibit will get them more leads, more traffic, and more attention. But a poorly executed island with bland graphics and a confusing floor plan is much worse than a well-designed inline.

2. Mystery has Its Allure.

Bigfoot knows the benefits of the tease. Revealing teaser information before the show about a new product or service creates anticipation from customers and the press. Apple is the master of this technique. So is Bigfoot. Being coy with a well-crafted marketing campaign before the show has its benefits.

3. Tap into Your Followers.

You won’t see Sasquatch sending press releases or typing a Twitter message. His followers do all the work. They have websites, Facebook pages, and a television show that keeps our big hairy friend in the news. Occasionally, a rogue “fan” will damage the Bigfoot brand name with a silly stunt, but that’s an acceptable risk with any loosely organized group. Even then, the real followers rally around the brand and repair any damage.

4. Spend Your Marketing Money Wisely.

Technically, Bigfoot doesn’t spend any money, at least that we know. But that doesn’t prevent him from getting maximum exposure. He’s got a TV show (Finding Bigfoot) and a website (www.bfro.net). Your trade show marketing doesn’t have to be expensive. Planning is crucial. You can maximize your marketing by working with those who have a shared interest. For example, team up with other exhibitors on a prize that would be too expensive for one company, but not for five or six. Then create a theme or event that gives everyone more foot-traffic and exposure.

5. Training.

After all these years why hasn’t a Sasquatch been captured? Training. There are no unprepared Bigfoots. They know how to respond to nearly every situation, whether it’s a sudden encounter with Boy Scouts or a deer hunter. Exhibitors who “arrive” at their booth without adequate training and who do not know how to respond to most show floor situations will fail. Unfortunately, it’s the most controllable part of any trade show marketing program . . . and most exhibitors simply “wing it.”

Bigfoot and Tradeshow Marketing
Not All PR is Good

6. Leave Your Mark.

What’s the point of participating in a trade show if you don’t leave your mark? Bigfoot routinely leaves the big three: foot prints, hair, and scat. It shows he’s been there and people take notice. No one is advising you to leave the “big three” at your next show, but making a lasting impression is critical to your company’s success. Is your message clear? Does it show how your company can solve a potential client’s problem? How do you engage the attendees in the booth? And, finally, are you following up on all leads after the show?

7. Smells that Linger.

Bigfoot sightings often include a description of an unpleasant acrid or skunky odor. That’s not good, but no one expects our tall friend to bathe with Irish Spring. You, on the other hand, should do the following:

  • Clean that suit, sport coat, or jacket once in awhile. Just because it doesn’t look dirty doesn’t mean it doesn’t reek of B.O., Subway $5 foot-longs, and Vegas casinos.
  • Coffee Breath. No one’s telling you not to have a latte, cappuccino, or Dunkin’ in the morning. Drink away. But for goodness sake, don’t assume that your breath will smell like rose petals after five cups. Free Tip:  Breath mints are every exhibitor’s best friend. Take several. Rinse and repeat.
  • Perfume and Cologne. We aren’t living in 17th Century France where the aristocracy used fragrances to mask bad hygiene and a fear of bathing. If you insist on smelling like Jennifer (A or L), Antonio, Beyonce, Britney, or Paris, a little goes a long, long way.

8. Family.

How often do you hear of Bigfoot sightings where the dad, mom, and kids are strolling through the woods or frolicking in a stream? Never. Being Bigfoot is serious work and families can be a distraction. No one is telling you not to bring your family to the industry trade show. After all, it’s in Las Vegas or Orlando or San Francisco. If you are serious about maximizing your trade show investment, you already know that trade shows are not a vacation. Not only are you on your feet at the show all day, but there’s also meetings before and after the show with suppliers, clients, and coworkers. There’s the pressure of responding to emails and calls while away from the office. And nearly every show has non-stop educational and social events.

9. The Brand is Important.

You already know this, but occasionally, marketing managers think they can treat branding at a trade show the same as branding in a magazine ad. 3D marketing has a unique set of challenges which only advice or experience can teach you. Rely on your local trade show professional to guide you. You’ll save money, time, and headaches. There’s a reason the Lock Ness Monster is no longer in the news. Poor branding. That’s not a mistake Sasquatch ever plans to make.

Learn from the big guy and you too can maximize your trade show marketing potential.

Please share your comments.

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

*********************************

Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid 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.

Why is Trade Show Marketing So D@mn Hard?

January 18th, 2023 COMMENTS
Trade Show Marketing Tips

Most marketing professionals will hint at it. Others will whine and grumble about trade shows. Then there are those who are honest. They don’t understand trade show marketing. That’s not surprising. It’s rarely taught in college on either the undergraduate or graduate level. At best, it’s mentioned in passing in a textbook. I know. After earning an MBA, I went to work for an exhibit builder. On Day 1, I was clueless. Many years later, I’m still learning.

I’d love to say that trade show marketing is marketing but that’s not entirely true. It’s different in the same way that event marketing is different. Face-to-face engagements are less structured, more unpredictable, and frankly, messier than other forms of marketing. And, depending on the company and their goals, it can be difficult to measure the results.

3D Structures vs. 2D Screens

Marketing has traditionally been 2D:  print and television, brochures, websites, etc. It’s also been static and somewhat controllable. Trade show marketing or face-to-face marketing is as much about human interaction as the message or the branding. It’s about creating conversations before, during, and after the show.

Then there’s the booth design. It’s outside most marketers’ comfort zone, especially the first two, three, or four times. The dollars involved make it even scarier. It’s easy to panic when the costs exceed six digits for even a modest island exhibit. Fortunately, great exhibit houses have amazing exhibit designers who have years of experience asking the right questions and guiding marketers to the best possible solution to meet their trade show objectives.

Variable Measurements

Trade Show Marketing

Unlike print, television, or web ads, there are no standards or no reliable sources for subscriptions, ratings, or clicks at trade shows. Counting leads works, but it’s a crude measurement. More experienced exhibitors track pre-show promotions, leads, and sales through the entire sales channel, but they are the exception.

That doesn’t mean there are no quantitative measurements. Lead tracking software has become very sophisticated as a tool during and after the show, which makes gathering data, exporting it, and tracking leads much easier. But like all measurements, it’s easy to set goals. The hard part is being disciplined about entering the data and then reviewing it during and after the show. For example, here’s a typical conversation one week after a trade show.

Sales Manager: “I see from the show leads that you chatted with Bill Burrows from XYZ company. That’s GREAT! We’ve been trying to get their business for years. What did you discuss?”

Salesperson: “Does the lead indicate the day and time I spoke to Bill? XYZ? Do they make sprockets? I think we talked about supply chain challenges for them and opportunities for vendors but I don’t recall the details.”

Competitors

SoYoung

Trade shows are truly a competitive sport when it comes to marketing. It’s the one time you and your competitors are all in the same room, all vying for the attention of the same audience. You see what they’re doing… and vice versa.

It pays to be alert throughout the show. What products or services are your competitors promoting? What’s the traffic like in their booth? Do you have any shared customers? If so, what can they tell you about your competitors. And it’s not just during show hours. You would be surprised how “relaxed” some competitors become during social events and mixers. The best information at a trade show often comes from conversations off the show floor.

Uncontrollable Variables

No one likes unpredictability when it comes to their marketing campaign and implementation. Yet, despite one’s best efforts, trade shows can be chaotic. Freight doesn’t arrive on time. Items are broken. Flights are cancelled. An exhibitor on the far side of the exhibit hall is giving away beer and sandwiches. The exhibitor nearest you has their music so loud you can’t talk to potential clients without shouting.

It should go without saying that you can minimize surprises with advanced planning. Staging the booth to check for damage or missing parts. Leaving a day early or staggering flights. Shipping the booth to the advanced warehouse. But most importantly, communicating with potential clients at the show WELL in ADVANCE.

Unfamiliarity/Knowledge

Most medium-sized companies participate in two to five trade shows per year. Some as few as one. That makes it challenging to become an expert quickly. Plus, each show may not only have a different audience, but also different rules, layout, and resources. Too often, when the internal “expert” understands how to maximize the company’s trade show efforts, that person is assigned to other responsibilities. Then someone new has to start fresh.

Sales and Marketing

PhiladelphiaCommercial

Before, during, and after a trade show, sales and marketing must be dance partners. You’re a team. Face-to-face marketing requires sales skills and marketing expertise perfectly choreographed.

No matter how much sales and marketing claim to play nice, there’s always a wall at most companies. It’s that wall that dooms most exhibitors from fully benefiting from their trade show program. Successful exhibitors do two things well. They include everyone in the planning and they set clear, specific, and achievable goals. There should be no surprises and no excuses at every stage, especially once the show closes and everyone heads home.

Trade show marketing almost never leads to sales before the show. At the show, it creates opportunities. After the show is when the rubber meets the road and sales are closed.

How to Become a Trade Show Marketing Expert  

  1. Go to trade shows as often as possible as an attendee. Ask questions and listen to what works and what doesn’t. Plus, be willing to take classes at industry events about trade show marketing, even if your goal isn’t to become a trade show certified manager.
  2. Rely on your local trade show professional. If they only know how to sell you a display, but not how to succeed at trade show marketing, then find someone else.
  3. Tap into industry consultants. These folks know how to avoid the potholes and the meandering paths so often taken by trade show exhibitors. You can find them in LinkedIn, Google, or by simply asking your local vendor.
  4. Plan to succeed. Create a comprehensive plan that targets pre-show, show, and post-show marketing and put specific goals in place for each one.

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

**********************************************

Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid 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.

Modern Trade Show Booth Design & COVID Safety

July 8th, 2022 COMMENTS
Island Exhibit Designed for COVID-19 Safety Protocols

Perhaps no industry has been impacted by COVID more than trade shows and events. Restaurants switched to carry out and deliveries. Hotels and airlines still operated but with fewer customers. Trade shows and events came to a complete halt. This disruption impacted every segment of the trade show/event industry and the sales and marketing plans of tens of thousands of companies that attend or participate in face-to-face marketing.

The return of trade shows and exhibitions has meant new safety and health guidelines, not only for show organizers and convention centers but also for exhibitors.  At Classic Exhibits, our 3D exhibit designers have created trade show booth designs that address those safety concerns by implementing greater physical distance, traffic flow patterns, plex barriers, and easy-to-clean surfaces.

6 Modern Trade Show Booth Design Tips for Safety

No one knows precisely what to expect about trade show design guidelines, such as whether show organizers and convention halls will have specific requirements for exhibitors or if standard North American Regulations will be revised. But you don’t need a weatherman to know which way the wind is blowing. Here are some commonsense suggestions.

1. Hand Sanitizer: Let’s start with the easy one. Yes, there will be hand sanitizer solutions both in the exhibit hall and in booths. Regardless of the booth size. However, you still have choices other than sticking an off-the-shelf stand in your booth. Consider how it can be integrated into the overall exhibit flow and graphics. While it needs to be there (and conveniently located), it doesn’t need to be a visual focus.

Tip: Consider jazzing up your sanitizers with custom colors, vinyl graphics, and counter-mounted dispensers.

2. Social Distancing: This topic is complicated. For your exhibit designer, it will affect every decision in your booth. How does the designer position meeting rooms, presentation areas, and demonstration spaces to be both effective and safe? Will the exhibit have seating? If so, how far apart do you need to place the furniture? Some areas may require dividers, such as acrylic partitions. Some exhibitors may decide on a larger space to ensure social distancing. Others may elect to remove items like counters, workstations, and storage.

Tip: Schedule demos and presentations by appointment only. You’ll be able to manage the flow and create a buzz before the show even opens.

Island Exhibit Designed for COVID-19 Safety Protocols

3. Traffic Flow: Even before COVID-19, exhibit designers obsessed about traffic flow and the efficient use of space. Layer on safety and it’s gotten more complicated. Post-COVID exhibit designs may require more area segmentation allowing booth staff to meet with attendees away from other attendees. Think multiple workstations or counters with similar/duplicate information and functionality.

Tip: Consider a designated entrance and exit to your inline and island booth with one-way traffic flow.

4. Storage: We love to touch surfaces, fabric, and screens. That’s not about to change. And for many exhibitors the ability for customers to touch products or navigate through self-guided presentations is critical. However, those items will need to be sanitized throughout the show. Convenient storage of disinfectant sprays and wipes will make that easier and minimize visual clutter in the booth.

Tip: Just as important as cleaning supplies are waste baskets. Discuss with your designer how to integrate them into the look of your booth.

Island Exhibit Designed for COVID-19 Safety Protocols

5. Technology: Expect QR codes, scanners, augmented reality, motion sensors, and LED screens to be more common in trade show booths. These technologies limit or eliminate touching a surface and many, like QR codes, allow attendees to use their own devices to gather information. How about printed media such as brochures, product sheets, and catalogs? Those will be exclusively digital, and the smarter exhibitors will have solutions to present and send that information in real-time.

Tip: Most lead retrieval systems are designed to do much more than just capture an attendee’s basic information. You probably already knew that… but may not have tapped into those capabilities in the past.

6. Hybrid Design Solutions: For the first time, exhibitors and designers will need to consider both a physical and a virtual booth. Should they be identical? Not necessarily. It’s much more important that there’s a clear marketing plan that addresses your goals. For most exhibitors, the virtual and physical goals will be the same so the branding, media, presentations, etc. will be identical. However, other exhibitors may decide to present a different message or experience for their virtual attendee vs. physical one.

Tip: Want to save time and money? Treat your Exhibit Designer like a member of your team. The more information they have, the greater the likelihood they’ll hit the mark designing your virtual and physical booths.

Virtual Island Exhibits

Trade Show Booth Design: COVID-19 Preparedness & Safety Plan

Most large convention centers are now GBAC STAR Accredited. The GBAC STAR Accreditation Program is performance-based and designed to help facilities establish a comprehensive program for healthy spaces. This includes strategies for infection prevention and cleaning for health that promotes wellness for building occupants, visitors, staff, and their community.

The GBAC STAR Accreditation program relies on a 20-element quality management program, which encourages a system based on science. Supporting the use of proper protocols, correct disinfection techniques, and cleaning for health best practices.

An accredited facility has committed to having:

  • Established and sustained a cleaning program to enhance occupant health.
  • The proper cleaning protocols, disinfection techniques, and work practices to nurture occupant health and meet any biosafety challenges.
  • Knowledgeable cleaning professionals who are trained to uphold the highest standards of cleaning and building maintenance.

These facilities often mandate those same protocols for vendors, exhibitors, and attendees. Exhibitors would be wise to consider the GBAC protocols when designing their booth, working with vendors like show labor, and training their staff for the show. 

6 Safety-Conscious Booth Display Ideas & Examples

1. Rental Option A. Corporate events or meetings typically don’t have the same space limitations as trade show exhibits. Rental Option A is segmented into three functional spaces:  stage/presentation, demos using monitors, and self-service genius bars with iPad tablets. 

trade show booth design

2. Rental Option B. Option B balances seating, demos, branding, and workstations while using the space efficiently. The graphics are large without being intrusive and allow for movement and privacy. 

booth display ideas

3. Rental Option C. For many companies, private meeting space is essential. Option C includes two large meeting rooms, along with a comfortable central waiting area. There are also (4) double-sided workstations for individual presentations. 

Modern Trade Show Booth

4. MOD-1377 | Sanitizer / iPad Stand. Unlike the previous corporate meeting spaces, trade show exhibitors must maximize their booth. The MOD-1377 combines a hand sanitizer with an iPad stand and literature holders. This 3-in-1 approach makes it ideal for both inlines and islands. 

trade show booth design for safety

5. MOD-9002 Hand Sanitizer Stand w/ Graphic. A hand sanitizer without branding is like pie with ice cream. It’s OK but it’s so much better with both. The MOD-9002 has a small footprint and switching graphics couldn’t be easier.  

booth display ideas hand sanitizer

6. MOD-8036 | Flat Safety Dividers. Frankly, most safety dividers are ugly and fragile. Not the MOD-8036. The silver anodized frame along with etching and/or vinyl graphics elevates a simple divider into a tasteful barrier.

safety dividers modern trade show booth design

Buy or Rent a Modern Trade Show Booth with Classic Exhibits

Classic Exhibits has been designing and building trade show solutions since 1993. We’ve worked hard to win many design awards and love to challenge our team with new and innovative designs. We take great pride in keeping our team, customers, and community safe and look forward to helping you design a modern trade show booth that not only prioritizes safety but helps you exceed your trade show goals.

Your Guide to Industrial Trade Shows

February 22nd, 2022 COMMENTS
Industrial Trade Shows

Nearly every industry has a trade show or trade shows, whether you’re in the road construction industry, medical devices, publishing, or shoe design and manufacturing. There are 1000’s of trade shows in North America each year and 100’s of thousands worldwide. 

A subset of those trade shows is industrial trade shows. Those include shows for manufacturing, engineering, metal fabrication, wood products, machine tools, robotics along with a host of others. They include trade fairs like World of Concrete, IMTS, PackExpo, AHR Expo, and FabTech

Getting Started with Industrial Trade Shows

Industrial trade shows are generally BIG. While they may not have more exhibitors or more attendees than non-industrial trade shows, the booth space for the larger exhibitors can be MASSIVE. So massive in fact that the show halls often extend into the parking lots for the large equipment manufacturers… Imagine cranes, dump trucks, helicopters, mining equipment, planes, and building materials. 

In the United States, these shows tend to gravitate to the larger convention halls like  McCormick Place Convention Center in Chicago, the Las Vegas Convention Center, the Orange County Convention Center in Orlando, the Anaheim Convention Center, and the Kentucky Exposition Center in Louisville.

Participating in these shows isn’t much different from other industry shows although the logistics along with the installation and dismantling requires more planning. That said, not all exhibitors are in 400 x 800 ft. islands. There are still exhibitors in 10 ft. and 20 ft. inline trade show displays with products and services critical to their industry.    

Types of Industrial Shows

  • Aerospace and Aviation
  • Agriculture and Farming
  • Building and Construction
  • Energy/Oil and Gas
  • Forest Products
  • Heavy Equipment
  • Manufacturing
  • Material Handling, Logistics, and Shipping
  • Woodworking

4 Tips to Be Successful at an Industrial Trade Show

There’s no fairy dust or magic potion to ensure you’ll be successful at an industrial trade show. You already know your products and are an expert in your industry. You just need a beautiful booth and some eager salespeople, right? If that were true, then every exhibitor would be returning from a trade show with thousands of qualified leads. It takes the right attitude and a whole lotta planning. 

#1. Do You Believe in Trade Shows? 

You either do or you don’t. There’s no middle ground because exhibitors who “waffle” when it comes to trade show marketing are mostly wasting their money.

Trade shows are much more efficient than they used to be because most attendees no longer “walk” the floor. They “research” and “shop” the floor just like they would an online purchase. They’ve already decided which companies they’ll visit days, even weeks before their feet hit the aisle carpet. Getting them to your booth pre-show is more important now than luring them into your booth at the show.

#2. Do You Believe in Metrics and ROI? 

Of course, you do. Imagine conducting a sales and marketing presentation without metrics. You love numbers and enjoy reciting them to others like parables from the Bible. You get visibly excited using a spreadsheet to compare Product A vs. Product B. 

But, when it comes to your trade show marketing, you are like a four-year-old with blocks, counting the # of leads as an accurate measure of success. For most exhibitors, anything beyond that falls into quantitative voodoo. They don’t measure costs, return on sales or contribution margin per client. You need to set goals, both quantitative and qualitative, and measure them. That’s what adults do. 

#3. Are You a Good Judge of People? 

You should be. It’s required for anyone in sales and marketing. At every trade show, you are doing two things:  meeting with customers and suppliers and evaluating your trade show staff. 

Far too often, we are spectacular at the first and abysmal at the second. We view trade show staffing along the same lines as a wedding invitation — the more the merrier and we pray no one gets drunk and pukes in public. Train your team and hold them accountable. See #2 about metrics and ROI. 

#4. Are You an Expert in Trade Show Marketing?

I won’t bother to feed your ego on this one. You aren’t. Not even close. You may be an expert at social media, SEO, print advertising, and closing techniques, but you probably have limited knowledge about exhibit design and trade show marketing. 

That’s not to say you aren’t a marketing and sales genius, but trade show marketing is a specialized craft. 

Be smart. Work with an exhibit house or trade show consultant.  They will guide you on strategy, show services, ROI tracking, booth training, etc. They’ve seen all the painful mistakes exhibitors make that cost them money.  Believe me … they want your trade show marketing to be wildly successful. That way you’ll add more shows to your schedule, you’ll purchase new exhibits, and you’ll tap into their other services

industrial automation trade shows

Industrial Automation Exhibitions

IME West

Engineering West (IME West) is the largest annual advanced manufacturing event in the US, bringing together suppliers and buyers for every part of the product development cycle.

FABTECH

When it comes to metal forming, fabricating, welding, and finishing, FABTECH is the only event that makes it possible to see it all together and find the latest in manufacturing equipment. North America’s largest metal forming, fabricating, welding, and finishing event. 

Pack Expo International

PACK EXPO International is the most comprehensive show for packaging and processing solutions for every industry, educational sessions, and networking opportunities. No other event showcases more technology—including product launches—or allows for collaboration with industry leaders across 40+ vertical markets.

Conexpo/Con-AGG

CONEXPO-CON/AGG is the only event that connects experts from every major construction sector. Here, you’ll meet the people who make the machines, discover new technologies, and build relationships in the construction community.

The Offshore Technology Conference (OTC)

OTC is a global event that connects offshore energy professionals from more than 130 countries to collaborate and discuss the challenges, solutions and changing energy landscape of the offshore energy sector.

Manufacturing Trade Shows

International Manufacturing Technology Show (IMTS)

The International Manufacturing Technology Show is the leading global marketplace to connect buyers and sellers of manufacturing equipment, products, and software through exhibitions, events, and partnerships to advance the industry and its businesses.

AHR Expo

The AHR Expo provides a unique forum where manufacturers of all sizes and specialties come together to share ideas and showcase the future of HVACR technology. Since 1930, the AHR Expo has remained the industry’s best place for OEMs, engineers, contractors, technicians, facility operators, architects, educators, and other industry professionals. 

World of Concrete

World of Concrete is the industry’s annual international event dedicated to the commercial concrete and masonry construction industries. Featuring indoor and outdoor exhibits with the industry’s leading suppliers showcasing innovative products and technologies, exciting demonstrations and competitions, and a world-class education program.

POWER-GEN International

POWERGEN is the largest network and business hub for electricity generators and solution providers engaged in power generation. Power producers, utilities, EPCs, consultants, OEMs, and large-scale energy users gather at POWERGEN International to discover new solutions as centralized power generation business models evolve into cleaner and more sustainable energy sources.

Other Industrial Trade Shows

North American Farm and Power Show

The North American Farm & Power Show brings the industry’s leading innovators in agriculture technology, equipment, and science to the front step of America’s farming heartland. The North American Farm & Power Show serves as a midwestern hub for exhibitors to showcase their latest products and innovations. 

The Utility Expo

The Utility Expo is the largest event for utility professionals and construction contractors in electrical transmission, electrical distribution, telecom, natural gas, vegetation management, water, and wastewater.

International Woodworking Fair

The International Woodworking Fair® is one of the world’s top events for the custom and general woodworking industries, bringing together the latest solutions in architectural woodwork, cabinetry, flooring, furniture manufacturing, engineered products, doors, windows, machinery, tools, metals, plastics and more.

International Roofing Expo

The International Roofing Expo (IRE) is where residential and commercial contractors, remodelers, builders, distributors, architects, engineers, suppliers, and manufacturers from across the globe come together for education, product sourcing, and networking.

MODEX – Material Handling and Logistics Solutions

At MODEX 2022, the premier manufacturing and supply chain experience. Qualified buyers come from every state in the U.S. and over 140 countries to engage 1:1 with solution providers and supply chain experts.

SEMA Show

The SEMA Show represents the $47.8 billion automotive aftermarkets. It is the only trade show that brings together every segment of the automotive industry, from hot rods and off-roads to mobile electronics and collision repair.

AAPEX –Automotive Aftermarket Products Expo

AAPEX is the premier event representing the more than $1.6 trillion global automotive aftermarket industry. Exhibitors and attendees can explore new products and technologies and connect with the industry’s top leaders, educators, innovators, and trainers. 

industrial trade show

Conquering Industrial Trade Shows with Classic Exhibits

Classic Exhibits has been designing and building solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producer and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards. 

With over 200 Distributor Partners throughout North America, there’s a Classic representative close by. Contact us today whether you need a durable hand sanitizer stand built to last, a portable display guaranteed to attract trade show attendees, or a custom 30 x 40 exhibit with all the bells and whistles. We’re not just different. We’re better.