The Path to the Perfect Trade Show Booth
Participating in trade shows gives you the opportunity to make your brand more well-known and to build an image. The foundation for a first-class trade show appearance is laid with the right planning. First, you should ask yourself the following questions:
1. Which trade fair am I visiting?
2. What are my goals?
3. What budget do I have?
4. What type of trade show booth do I use?
5. What booth size do I want
6. How do I design the exhibition stand?
7. What accessories are available?
1. Find the right trade fair
You should first consider who your target audience is and then research which trade shows, exhibitions, events, etc., you can meet these people at. Once you have decided on a trade show, you should be clear about what goals you are pursuing with your participation. Because without measurable goals, it is difficult to assess the success of your trade show appearance. After trying out several trade shows, you will know which one works best for you. You should focus on this trade show, for example, by further expanding your trade show presence.
2. Define objectives
Define the objectives you aim to achieve with your participation in the trade show. Possible objectives could include:
- Make your brand more known,
- sell / receive orders,
- present an innovation or a prototype.
For many goals, it makes sense to formulate them as concretely as possible, for example, by specifying a certain number of new contacts, products sold, or a specific sales target. This way, you can later assess the success based on facts and know which trade fair, exhibition, or event works best for you.
3. Set budget
The essential factor in pricing is the construction of the exhibition stand. Important factors that also influence the price include special components or special equipment.
The costs of participating in trade fairs, exhibitions, or events are often not insignificant, with additional expenses such as booth staff, transportation, and accommodations.
4. Select booth type
Crucial for the choice of the exhibition stand is whether you want to use the exhibition stand multiple times and whether the exhibition stand should be expandable or adaptable. Basically, there are two basic types of exhibition stands:
- Conventional Exhibition Stand With the conventional construction method, the planner of the exhibition stand has the greatest possible design freedom. This is because the individual elements are custom-made. These elements are often made of chipboard and can only be used once. Setting up such an exhibition stand can be challenging and should only be carried out by professionals. Moreover, the assembly and transportation are comparatively difficult and time-consuming.
- Modular exhibition stands
Modular exhibition stands can usually be set up quickly and without tools by the exhibitor themselves. Specialized personnel are not required. Transport is straightforward, and storage is space-saving due to the compact format of the elements. Modular exhibition stands can be assembled and disassembled multiple times. The modular system construction also makes them expandable with other elements. The exhibition stand can be flexibly enlarged or reduced and adapted to the conditions of the respective trade fair.
5. Determine the type of trade show booth
The arrangement of the exhibition stands in the exhibition hall results in several classic types of stands, which differ among other things in the number of sides open to the public.
- Row Stand
The booth fee per square meter is lowest for row stands. This makes the row stand very popular among exhibitors. It is open on one side. On the other three sides, the row stand borders the neighboring booths. With its three enclosed sides, it offers great potential for advertising opportunities and space for brochures, flyers, business cards, etc. A striking design is required for the row stand to stand out at the fair.
- Inline booth
The corner booth has two open and two closed sides. It is thus accessible through two entrances simultaneously for trade show visitors. Often, such booths are located at an aisle intersection with a high concentration of visitors. The two walls can be used for presentations, logos, and advertising messages. The open character is appealing to prospects. Moreover, a pleasant conversation atmosphere is created.
- Head Stand
The head stand has three open sides and one back wall. It is created when two adjacent corner stands are combined. Such types of stands are very accessible to visitors and offer ample space for designing the exhibition program. The exhibits can be well viewed from various angles, and it is easy to engage with booth visitors. However, without additional elements, the head stand offers only limited space for advertising opportunities, as there is only one rear wall.
- Island Booth
The island booth is also called a block booth and stands alone. Theoretically, it could be completely open, but in practice, one side often remains closed. The mere fact that island booths do not have direct neighboring booths makes them stand out from the crowd. Island booths are frequently used to emphasize the outstanding market position of the brand. Accordingly, the cost per square meter for these booths is comparatively high.
- Floor position
Double-decker exhibition stands have two functional levels, a ground floor and an upper floor. The upper level is often used as a VIP area. Thanks to its impressive size, the exhibition stand is always a focal point at trade fairs, exhibitions, and events.
6. Design the Trade Show Booth
Often it makes sense to conceptually divide exhibition stands of a certain size into four zones, arranged from the outside in:
Orientation Zone: In the outermost zone, the trade fair visitor decides whether they are interested in the exhibition stand and whether to enter it or not. In this very important zone, an object must be placed that attracts the attention of the trade fair visitors and draws them closer.
Presentation area: In the next zone, the visitor has entered the booth. Here, they must be able to independently inform themselves about all products and services. The booth staff should be available in this area for initial questions.
Meeting Area: The meeting area includes seating options for extended personal conversations. It offers tranquility and seclusion for detailed discussions.
Functional Area: This area is not accessible to the general public. It includes storage facilities, a cloakroom, and similar amenities.
Small booths (under 4 m²) are necessarily limited to the orientation and presentation zones, as there is no additional space available in the exhibition stand.
With this knowledge in mind, you can dedicate yourself to designing your exhibition stand. The most important points that you must consider are:
Layout
All elements that are meant to be consciously perceived should be approximately at eye level (about 170 cm). The absolute limit is the so-called reach height (from about 230 cm to about 80 cm). Above the reach height, only conspicuous objects should be placed, which visitors can see from well outside the exhibition stand. Catalogs and flyers should be placed on a slanted lectern so that they can also be read from a distance. As a rule of thumb, 1 m reading distance requires 1 cm font size.
Booth Design
An attractively designed exhibition stand draws visitors and has a positive effect on your brand. The design must, of course, match the brand identity and align with the values of your company. Moreover, the booth should be clearly organized for visitors.
Technology
Innovative technologies can make your trade show booth even more attractive and interesting, leaving a lasting impression on visitors. For example, visitors could interact actively with your brand through interactive touchscreens or virtual reality applications.
Booth staff
The booth staff is an important factor for success. Your trade show team should possess extensive product knowledge, good communication skills, and salesmanship. The staff should be able to answer all questions from visitors. Training may be necessary.
Location
Your location at the trade fair is also important for success. When choosing a location, you should pay attention to the proximity to well-known brands and the walking paths of visitors. A well-thought-out location choice can noticeably increase the visibility of your booth.
Marketing Materials
A successful trade show booth features good marketing materials such as appealing product catalogs and flyers, as well as useful giveaways. You should generally not skimp on marketing materials.
7. Purchase Accessories
Often, it is the accessories that make the difference between a good and a breathtaking exhibition stand!
With a trade show counter, you can display your promotional materials, distribute giveaways, and stock up on small snacks. A chic brochure holder or information stand will encourage your visitors to take flyers and information.
In terms of presentation space, anything that is not run-of-the-mill will help you stand out: illuminated LED frames, light animations, folding displays, light cubes,
Ceiling sails or ceiling rings will reliably capture the attention of trade fair visitors.
Illuminated display cabinets provide ample space for your products, and comfortable trade show furniture in corporate design invites your visitors to linger and engage in conversation with you.
Modulap Mobile Trade Show Booths
You can set up our modular exhibition systems without special tools and without professional staff in a short amount of time. Just as easily as our booths are assembled, they can be dismantled and safely transported in your own car or van. Afterwards, you can store them in a very small space.
Our mobile exhibition stands can be used multiple times for trade fairs, exhibitions, sports events, trade shows, and conferences, which leads to significant cost savings in the long term. Moreover, our mobile exhibition stands can be combined at any time with other products, such as our mobile displays or striking LED light columns that make every booth a focal point. Additionally, accessories such as ceiling lights, monitor holders, exhibition walls, displays, and brochure stands can always be purchased later.
Our competent experts will be happy to advise you and assist you in the configuration of an effective trade show booth and the selection of the appropriate accessories!
