Designing a strategy for a custom trade show display booth
When designing a custom trade show display booth, you need to have a strategy at hand that can guide you to making the correct decisions such as choice of design elements, materials, lighting and product displays. In this article, we suggest 5 questions that you can ask yourself when sitting down to plan a strategy for your custom designed trade show display.
- What are your objectives?
The first thing you need to ask yourself when designing a custom trade show display booth is what your objectives are. This includes the overall goals of your company and the specific objectives of participating in the trade show. Your objectives could range from creating awareness of a new product, deepening engagement with a new product, prospecting for new suppliers, addressing a recent controversy, and so on. The answers to this question will help to determine the kind of content, products, communications and design that your trade show display should have.
- Who is your audience?
Each trade show has its own particular audience composition, and you need to be sure which kind of audience you are aiming to attract. This is an important question to consider because it determines the kind of communication and information sharing that will take place at the display booth. For example, are your intended audience going to be regular users of your product, or neutral shoppers? Are they already aware about your products or is your company/product range completely new to them? Do they hold positive, neutral or negative opinions about your company or product? According to the answers to these questions, you will have to select the products, product related information, demonstrations, etc. to be accommodated in your custom trade show display booth.
- What is your budget?
This will depend on how crucial this trade show is to your overall business goals. If this is a regular activity that you participate in every year, you will already know what the budget is. However, if you are participating in it for the first time, then you have the opportunity to negotiate a larger budget with your manager. Having an adequate budget will determine whether you can have premium materials for your custom trade show display booth showcases, sofas, counters, etc. The addition of VR, smart screens and other hi-tech gadgets will also be determined by how much you are ready to spend.
- What is your marketing strategy?
At this level, you are ready to talk about the nitty gritty of your design strategy. The strategy for a custom trade show display booth will stem from your overall marketing strategy. Does your company emphasize on its low costs to sell its products? Or do you emphasize on quality and other differentiating factors? Or do you sell at a premium to small niche segments? What is your brand identity and how is it perceived by your customers? These questions will set the tone for the overall design theme, branding and customer engagement at the trade show display booth.
- What is your promotion calendar?
You have to ask yourself whether this is a one-off event or whether you intend to attend similar expos in the future. You cannot expect to design a fresh trade show display booth for every expo you participate in. At the same time, you need to have some variety in how your trade show booth appears in different settings. Decide which elements of the design have to remain consistent and which can be varied according to the country, city, demographics, etc. of the setting. By doing this, you will minimize the long-term costs of your custom trade show display booth by avoiding the need to undertake the whole exercise for each trade expo.
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