Does your marketing strategy require you to participate in a trade show regularly to promote your products? If yes then you give yourself time to understand how a booth design affects brand perception. An exhibition booth for your brand is a simple yet tricky task. It’s simple because the steps are well defined and you need to follow them. But it’s tricky because everything depends on those simple steps.
Let’s take a step by step approach when it comes to creating a trade show exhibit design with an edge.
- Define Your Brief
You will seldom get a design that is better than your brief. Invest time in defining your trade show booth design brief. Put in the physical requirements clearly;
- The amount of space you need for storage?
- The number of meeting rooms you need and how many people each meeting room holds?
- Do you need a dedicated space for catering?
- Do you need engagement or interactive ideas at the trade booth?
- What is the objective of participating in this trade show?
- Is there any theme that your marketing team have decided on for the upcoming trade show?
- What is the ballpark budget for building the show booth at the show?
If you can, then go a step ahead to make a complete mood board of design references, daily product, information counters, etc you like. A visual representation would go a long way in communicating to a designer the kind of design you want.
As you define the brief and create a mood board, remember to tell the trade show company to put in their thoughts and ideas and not be restricted by all that you have given them. You might do 10 trade show events every year, but the agency does more than 100 exhibitions globally. If you trust your agency, then give them an upper hand when it comes to design concepts, branding insights, and engagement ideas at the trade show exhibit.
- Keep Show & Geographical Regulations In Mind
This is the most crucial and is missed by even seasoned exhibitors. At the designing stage, ensure that your agency understands the technical floorplan for pillars, ducts, access points, and height regulations. Also, ensure that they have experience in building booths where you are exhibiting. Some countries do not have rigging facilities, don’t allow onsite painting, different electrical connections, etc. Knowledge of these regulations is vital and can make or break your exhibition booth design.
It is most important to have a post-show meeting to discuss the design, its positives as well as drawbacks. The show is the moment of truth and the feedback from the exhibit systems is invaluable. So make sure to interact with your onsite team. This will help you understand how visitors perceived the booth design, its functionality, its branding, what worked well and what needed improvement.
This last step will ensure that each show booth you build, over some time, is better than the previous one.