The Declaration of Exhibit Independence
In my extensive search to find the perfect exhibit space, I found these truths to be self-evident, that not all trade show exhibits are created equal. There is no ‘one’ perfect exhibit space! There are however exhibit spaces that fit the client and product perfectly. Let’s examine two key elements of a successful trade show exhibit.
Ceilings: A sometimes overlooked and unappreciated design element, ceilings give the viewers eye a beginning and an end; a starting and stopping point. They establish boundaries and provide a pseudo shelter. Entering a booth with an appropriate ceiling structure is like entering into the architecture of the company itself. If done well, ceilings are the icing on the metaphorical exhibit cake. Click here for a great example of a trade show booth with interesting ceilings.
Excellent Marketing Collateral: Consider the following situation. I’m a potential client strolling about the trade show of your particular industry. You have a beautiful booth, an amiable staff, and what appears to be an excellent product. I collect your marketing collateral and continue on to the next stop. (Pause)
So, what if your marketing collateral, for lack of a better term, just kind of sucks? Your booth has done its job and your staff theirs, but the literature and marketing materials just doesn’t represent your company’s capabilities. An unfortunate situation to say the least as this may result in not only lost leads, but also portraying your company in an unprofessional manner. As you begin planning for 2008, be sure your collateral is in sync with your booth.
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