The secret to designing trade show booths that SELL is that there is no secret. Creating compelling and effective graphic designs (i.e. designs that sell!) for trade show booths shouldn’t require PhD or MBA from an Ivy League university. All you really need to do is use common sense. Unfortunately, judging by the surprising lack of effective trade show booths at many shows, it seems that common sense may not be all that common. From my experience, many exhibitors just don’t use their heads when they create their trade show design. But if you can read and follow the common sense steps that I list out here, you’ll have the “uncommon” knowledge to design and effective and compelling trade show booth that will stop potential prospects so you can talk to them and turn them into customers. Creating an effective design is a simple matter of focusing on the following three points.
First, you need to get noticed. Consider your booth to be just one little tree in a forest (of many, many trees). If you don’t have a design that stands out, your booth will just fade into the background. You don’t want people to just walk by your booth. A big, bold, “in your face” background picture will almost always take care of this first step.
Second, your design needs to clearly state who you are and what it is that you do. Make sure your company name is at the top and is easy to find. Also in easy to understand terms, you must clearly state what your company does. People passing by should be able to glance at your display and immediately know what your company name is and what you do.
Third, your design must tell people WWIFT (what’s in it for them). This is the most important part of an effective design. People are interested in how you can help them – that is why they will stop and talk. For example, if you are a marketing firm, you might say how many new customers you can get them. No matter what, you must tell people how you will help them.
In summary, designing effective trade show booths that sell means having a crystal clear message that accomplishes the three steps above. Your design should catch people’s attention and draw them it. Your design must include your company name and what your company does. And finally, your design must communicate the benefits you offer. To be a successful trade show marketer, make sure your trade show booth design accomplishes these three points. Make your next trade show your most successful trade show yet!