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Breaking Down Trade Show Marketing

TRADE SHOW DISPLAYS Trade shows provide an opportunity for exhibiting various products and services and grabbing the attention of potential clients. The personality of your company Exhibiting in the most eye-catching way requires creativity and skill. Professionals that create trade show booths are equipped with an outstanding sense of spatial design and marketing presence. Non-verbal communication plays a major role in creating first impressions, and attendees should feel they trust The font and color scheme is communicated to the visitors from the first encounter through conversation and personal interaction:What you're selling is YOU. of the products on display, as well as the nature of the company, play a major role in designing exhibits at trade shows. Modular display systems usually act as stand-alone banners, and can meet specific display requirements of your company in an artistic way. you. REASONS TO EXHIBIT A TRADE SHOW DISPLAY Almost all the major companies have their own types of show style. The main reasons for exhibitors to deploy a display are: Increasing sales and reinforcing market share Increasing customer base and introducing new products Positioning the company and its brand and products ATTENDEES FACTS 76% 59% of all the attendees buy goods after the show is over. of those who attend trade shows have selected the vendors to see before entering the trade show space. only 20% of exhibitors follow up on the leads they generated, often resulting in a boost in future sales. TYPES OF TRADE SHOW DISPLAYS 1 Tabletop displays Small metal frame work which can be dismantled into a carrying case. Use of fasteners, magnets and velcros. Little or no onsite support labor. Panel & Frame Systems Aluminium frame works with hundreds of available parts They require the service of an on site labor force 8 Custom exhibit Table covers Based upon the design, brand and needs of the exhibitor, usually these exhibits incorporate hard wall panels to create separated stages. Allow the exhibitor to use the table as a branding opportunity. Pipe & Drape Metal frame supported by base plates. No weight can be hung. They require the service of an on site labor force. Exhibitors can use these as a backdrop for their own display pieces. Pop-up Displays Displays which use a flexible fabric or graphic panel attached to hanging hardware. Used individually, or in series. Usually very lightweight, often curved in shape. (5) Banner stands One large graphic in a standing frame. Some models come with detachable graphics and lights. Common and lightweight. Popular stands protect the graphic or banner attaches with dowels or hanging hardware. Some models come with lights, brochure holders, and shelves. 6 Modular exhibits Standardized basic structure (metal frame or panel construction). Typically reconfigurable into new layouts. Usually very lightweight. STANDARD SIZES 3 m X 3 m 10 ft. X 10 ft. (and multiples) (and multiples) Typical booth size in Europe and Asia Typical booth size in North America STANDARD CONFIGURATIONS Linear booth Peninsula Exhibit Split-Island Exhibit It shares Island Exhibit Aisles on 3 sides, usually 20 ft. x 20 ft. or larger Exhibit booths Aisles on on either side all 4 sides, usually 20 ft. x 20 ft. or larger a common backwall with another peninsula booth RENTAL, USED AND INVENTORY EXHIBIT Renting can be an alternative financial strategy against purchasing:lower initial costs and great flexibility In Asian markets, raw materials and labor are priced such that renting is rarely competitive. ADVERTISING LAG: DECAY EFFECT 1000 • Advertising tries to expand consumption both by reminding and teaching news about your product. 900 800 700 • Each new exposure to advertising builds awareness and this awareness will be higher if there have been recent and multiple exposures. 600 500 400 • Repetition generates a delayed decay effect. The lagged effect of advertising on consumers equals the decline of interest in the given product. saturation threshold 300 200 100 100 300 500 700 900 • As an important element of marketing-mix models, decay effect in advertising causes a progressively lesser effect on demand increase. This is advertising saturation. Gross Rating Point when the typical increase Monsterisplays • Saturațion occurs above a certain threshold level. This is why it's important to maximize the effect on consumer with few but accurate messages, communicated by your trade show displays. 3) Consumer Awareness

Breaking Down Trade Show Marketing

shared by bigoak on Aug 10
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Trade shows and trade show displays have a science behind them that most casual visitors never see. This infographic begins to explain some of the basics that every trade show attendee and trade show ...


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