The Exhibitor's Resource – Trade Show Marketing Blog

The creative, technical and project management expertise that Exhibit Resources has become known for is frequently tapped for projects other than just trade show displays and exhibits. We regularly design custom corporate interiors, retail spaces, showrooms, and welcome centers as well.

But we have a great idea for exhibitors who might want to bring the impact of large format graphics to the office right now: Why not set up your trade show display in the lobby of your corporate headquarters? After all, even though our custom modular displays are engineered to be light weight and compact for shipping, they are also designed to reflect a high-end and refined aesthetic. Displays like the Lumiture based one shown below can help with interior space definition while vibrantly welcoming your guests and introducing your brand. If your trade show display features integrated AV presentations or shows off product samples in display cases, even better.

Just keep in mind that as your trade show calendar fills up, perhaps with more vertical market or niche trade shows, you may decide to have a second display produced specifically for your lobby. And although it’s true that for more permanent lobby displays you have even more flexibility in how elements are integrated with the existing interior architecture, there is still good reason to keep lobby display structure at least somewhat mobile. With all of the strategic trade show marketing you’ve been doing, along with the positive impression you’ve made on visitors to your facility, you’ll be moving to a larger office space soon, and you’ll be able to bring your lobby display with you.

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As a trade show display designer, and now as a trade show marketing consultant, I have been an advocate of having an initial meeting with a client to learn their specific marketing objectives, understand their unique place in their market, and establish the budget, time line and other factors that affect a new trade show display, before the design process is started.

But there is another approach: giving exhibitors the resources to develop trade show display ideas along with their agency. One of the most popular and effective resources is a gallery of work that the exhibit design agency has done for other clients that the new exhibitor can browse through in order stimulate creativity. Not only can a trade show display portfolio provide ideas to discuss, it can also help instill trust in the exhibitor that the exhibit house has the experience to pull off the project.

Another way to generate trade show display ideas and establish the overall direction of the design is for an exhibitor to flip through a set of images that represent different – often contrasting – design styles, and identify the look and feel that is most congruent with their brand, their corporate aesthetic, and their message. This type of process can ensure that both the exhibitor and their exhibit design firm understand what subjective words, such as “high-tech” or “established,” look like when translated into a trade show display design.

An additional resource is the case study, which can help fill in the functional or engineering details behind the visual impact of the trade show display. An explanation of why or how a designer’s ideas met an exhibitor’s marketing goals or solved a shipping logistics problem can trigger new ideas and ways of thinking about the trade show display design process.

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Have you taken a look at your existing trade show display and wondered how you will be able to showcase your company effectively with such limited display real estate? While all exhibitors are looking for a manageable trade show display, a successful trade show depends on a good fit and enough display space to achieve your exhibiting goals. Is your current display unable to accommodate the AV demos you want to feature at your next trade show? Is there more branding that you would like to do that your display just doesn’t have space for? Does your trade show booth staff complain that there isn’t any seating or private meeting space in your display to facilitate more in depth conversations with their prospects?

These are just some of the reasons that it might be time to look at upgrading your trade show display. Luckily, there are trade show display options that can meet your needs, but not exceed your budget. One option is to rent the trade show display for your next show. Another is to upgrade your current trade show display. We offer a new line of upgrades for the popular Nomadic pop-up display, that allow you to add AV demo stations, header graphics and other accessories to enhance the look and functionality of your trade show display.

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The Exhibit Resources team is at the Exhibitor Show in Las Vegas this week. Among the hot new products we’ve seen so far is the Glide – a new display from Exponents that is so eye catching and flexible that it is a true game-changer. In addition to the versatility of acting as an AV kiosk, backwall and standalone attention-grabber, the new display can showcase product samples on a wide range of shelving and rack hardware. The display features an ultra-compact design thanks to fabric graphic “wings” and a clever flat-packing center column. LED lighting is another low-impact feature that ensures that this display meets emerging corporate sustainability sourcing goals.

We’ve also visited the new Vegas rental and design command post of vendor partner Nomadic. We extend our national and global reach through strategic partnerships such as the one we have with Nomadic, and it’s been great to see the enhanced rental facility and meet with the rental designers that are like extended ER family.

More to come!

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