Here's How to Style Your Trade Show Display

At the core of any business deal or signing is a strong relationship and trust between the client and business. Many of these strong partnerships are forged, not from online advertising or over impersonal phone calls, but from eye-to-eye, human relationships that develop from in-person meetings and conferences or trade shows. When hosting a booth or display at a trade show, it’s important to stand out amongst your competition with a unique and eye-catching setup, consistent and professional branding, promotional products and strategic engagement tactics like competitions, contests, or games at your booth.

As crowds of people are passing by, all of the booths and sheer volume of people can be overwhelming to attendees, and it’s vital to stand out with your marketing, products and personality. Here are several tips on how to successfully style your trade show display to attract visitors, and create a strong first touchpoint for any future clients and relationships.

Know Your Location

Location is important on two levels: whether the conference is local or travel is necessary, and where the booth is located within the conference. Depending on travel and distance to and from the event, you’ll want to consider the type of promotional products and marketing collateral you’ll need, and how you will be transporting it to the event. A general rule of thumb is to pack your products and equipment in advance and ship them to your destination using a freight service, giving priority to the things that you absolutely need, and then carrying on or personally transporting your personal necessities, like any technology or computers, with you. This type of preparation takes a lot of planning and a checklist is often necessary to make sure that you are toting everything you need and that nothing is left behind.

Additionally, within the conference center or trade show venue, you’ll want to take into account where your booth is located in relationship to competition. You can do this by asking for a tentative map of the trade show in advance. This way, you’ll know exactly what to expect and can take preemptive steps to make sure that your booth will stand out against neighbors. Are you in a corner or in a major traffic area like near restrooms or the main stage? Knowing where you are in advance can really impact your trade show display decisions.

Choose Consistent Branding for the Event

The next step to developing your brand at the trade show or conference is to create a consistent look. For this step, you’ll want to outfit your entire team with a uniform and appearance that is clean, professional, and representative of your business and culture. You can choose anything from company logo shirts and polos to branded dresses or cardigans, all of which can be personalized with your company’s logo. This gives your entire team and booth a cohesive look and a way for attendees, and your team, to differentiate you during networking events or activities.

You’ll also want to create consistent branding for any print materials or physical collateral at your display or booth. Consistency really is key when it comes to branding for an event, and everything from your posters and display banners to your pens and badges should be clearly branded. You can do this by using the same format of logo, color scheme, and messaging.

Choose the Right Promotional Products

For many, perusing booths and displays at trade shows and conferences is heavily influenced by the goodies and giveaways. Many guests are drawn to booths with complimentary promotional items. You can boost your trade show likeability by simply handing out free promotional products, all of which should be labeled with your logo, any messaging and contact information. You can choose anything from a free logo pen to computer accessories or custom company umbrellas to woo your fellow attendees. Be sure to also use physical printed collateral like business cards and pamphlets as a method to connect with guests, and you can even hand out each promotional item with a card as a way to put a face to a name and begin to develop a lasting relationship.

Engaging with Attendees at the Event

Now that you have the display and promotional items for the event, you’ll want to start thinking about your interactions at the physical event. Attending a trade show or conference can be exhausting, simply because it is nonstop networking. It is infinitely important to interact with every single attendee who stops by your booth or display, or anyone who picks up a complimentary promotional product. Remember that trade shows and conferences are a valuable form of networking and they are built on the premise of quality human relationships. Make the extra effort to say hello and get to know future clients and acquaintances. Another way to engage with attendees is during extracurricular events — so be sure to always wear your branded uniform or representative clothes to differentiate yourself easily.

Have Fun with Unique Games & Networking

It’s no surprise that all of these introductions and meetings can be awkward at first. Incorporate unique games or contests into your display as a method of breaking the ice and engaging with guests. Some fun tactics can include a spinning wheel with prizes or a giveaway contest announced by email after the show. All of these strategies are designed to get people talking, discussing their needs, and sharing contact information. Games and networking are a lighthearted way to connect without rigid or awkward initial conversations. Remember, you are attending this event to meet new people and introduce your concept with the intention of building long-lasting relationships, so loosen up and have some fun!

By following these tips, and incorporating promotional products into your conference strategy, you will stand out among the competition with high engagement, personable interactions, and a professional, eye-catching display.