In the trade show marketing world appearance and substance are married together, and it is unlikely that the two lovebirds will be getting divorced any time soon. A brand must utilize their trade show booth to enhance their industry profile, while letting the public know who they are and what their company has to offer consumers. Conveying these messages seems like a simple proposition, however, many exhibitors find it difficult to condense everything their brand is trying to communicate into a 10′ x 10′, 10′ x 20′, 20′ x 20′ or larger exhibit space. This post will help educate exhibitors on the finer points of using their trade show booth as a mouthpiece for their brand.
If you’ve ever exhibited at a trade show, you’re aware of the enormous time, money and effort that go into just one successful exhibit. For brands that exhibit at multiple shows a year, efficiency and versatility in displays is essential.
On the trade show floor you have only seconds to convince visitors to enter your booth. During these few seconds your