A Trade Show Display Company Can Do More than Display

A trade show display company is a resource of new ideas.

A successful trade show display company develops strategies through experience.  Experience teaches us that the booth exhibit is a keystone to activities at a trade show or association convention.  However, that is not the only presence we need to make as a company.  Let us review the main strategies for a trade show display and some of the other activities we might consider to enhance that presence. 

Experience changes our views

As people gain experience at managing conventions and trade shows, they begin to approach them more strategically.  Experienced managers evaluate what other elements can be added to the exhibit that enhance the presence and visibility of the company at the trade show.  Early on in many of our careers, when first given the responsibility for managing a trade show program, we begin receiving field sales requests and association requests to “Pick me! - Pick me!”  Exhibitors often start with a desire to be everywhere--to “cover the world”--but that is never possible, nor is it the desired result.  With experience, we learn to think about being more effective.  Among those who can mentor you in this area is an experienced trade show display company such as Image Craft.

The point is to persuade decision makers

Companies want to reach key decision makers.  What trade show managers begin to realize is the need to focus on the quality of the audience, not the quantity of the audience members.  For example, if you have a new product or device that would be used by oral surgeons, you need to attend the tradeshows that the industry leadership attends.  Attending a national meeting with thousands of general dentists will not avail you of the sales opportunities that you seek. 

Reviewing the Budget and Determining the Target

Right after the expenses of a sales force, trade shows are the second greatest expenditure of marketing dollars for corporations in the United States.  Budget constraints mean you need to look at how much of that money is wasted.  Trade shows need not cost a lot.  A table-top exhibit at a small meeting is of little consequence but a multi-day showing at a national or international meeting adds to the expenses, geometrically.  Not only is the rental of the space much more significant, but you must add to that:

• on-floor labor expenses for setup and takedown
• shipping both directions
• drayage
• cost of travel
• promotion and advertising for the show both before and after
• staffing and materials costs for the duration of the show

In addition, if your company is not effectively following up leads, then you are wasting money.

So, now you have two strategies to answer for.  Should you do many small shows or a few large shows?  Often, new trade show managers and field sales people just want to reach everyone and a convention or trade show is rated on how huge it is.  The deciding factor is not size; the deciding factor is where the key decision makers are located.  Even selecting a show that is off-target is sensible if that is where you will encounter your decision makers for your industry.  Sometimes it may not be a meeting that is of prime interest to you, but is of prime interest to the decision makers in your industry.  Your budget, and your cost of doing shows must be targeted at decision-maker contact, not at the size of the show.  One $10,000 show with key decision makers is worth more than 10 $1,000 shows where the audience is barely-interested parties.

Join them to win them

The exhibit on the floor is not the only activity you can do.  Rising above the competition is easy to say, but not so easy to do.  One way to move your company ahead of the competition is to join the sponsoring association, if feasible, or submit to be a presenter or panelist.  If you can't get on someone else's discussion panel, try organizing one of your own.  When you become a presenter, you take the position of authority, but you should not abuse it.  Being a presenter is not so much about becoming a loudspeaker for your sales message; it is more about becoming a respected and knowledgeable expert in your field of enterprise—and being memorable.  Search your staff and see who has the poise and ability to put forth a session that would be of benefit to the trade or association.

A trade show display company such as Image Craft can help you determine the appropriate approach.  By helping you through your decision tree, Image Craft can help you assemble the right exhibit components to give you the greatest exposure for the budget available.  There is almost an infinite array of combinations of products and materials and, with our help, the right combination you can find the right combination for you. 

One advantage we have over the competition is our ability to produce extremely high-quality graphics in brilliant colors and realistic reproductions.  That makes catching the eye of the audience not a problem.  From banner stands to custom full-wall or modular exhibits, we can assemble what you need to make an impression within the budget available.  Visit our website at to see samples of our work. 

Make a statement

Use key meetings where decision makers attend as a jumping off point for new products and innovations.  The most common question you hear in the exhibit booth is "What do you have that's new?"  Be ready with your answer.  You can also talk about the panel or presentation, if you have developed one.  In this way, you deliver a multi-faceted presence and points of greater interest to your audience.

Focus on excellence in all things

As you select trade shows and meetings, select the ones where you can have the enthusiasm to go all-out.  In other words, select the kinds of meetings where you would want to invest your time to be a presenter or panelist as well as on the exhibit floor.  Pick the ones where it would be worth it to be fully involved.  The exhibit, itself, should provide some "inside" environment, be inviting for the customer to enter, and it should contain graphics and messages that convey your key selling points. 

Give us a call or contact us on our website and give us a chance to explore the possibilities with you.