Sometimes you have to spend money to make money. This old axiom is no less true in finding success at trade shows than it is in more traditional business arenas.
Trade shows can provide a convenient opportunity to network with other industry leaders and reach new clients or customers, but the competition is often fierce. If you want your company or product to get the attention it deserves, it has to stand out from the crowd.
One of the easiest ways to make a stellar first impression and attract more traffic to your booth is to purchase or rent large island displays. However, this solution comes at a price.
The initial investment required to purchase a larger island display is typically higher than that required for a traditional booth. As a result, island displays are not right for everyone. Read on to find out whether an island display might provide the solution your business needs to attract the attention it deserves.
First Impressions Matter
Those who attend trade shows regularly are often less concerned about first impressions than companies or individuals who only attend an occasional event. Back-wall displays may be an economical and practical option for trade show regulars, but they don't exactly stand out in a crowd of other similar exhibits.
An island display, on the other hand, draws in added attention in the form of increased visual appeal. It's easy to walk right by a back-wall display without really noticing it is there. In comparison, island exhibits stand out. They are visible from all angles and are larger than most wall displays, making it harder for them to go unnoticed.
In addition to providing a more easily customized space, which allows more freedom when it comes to design choices, having a large island booth display will likely make people take you more seriously. Giving potential clients, customers, investors, and other interested parties a strong first impression can make all the difference, so it's important to do everything you can to make sure people know you are a major industry player. Few attendees are likely to remember every booth they pass by, but the chances are they will remember a large custom display.
Use of Space
When deciding between a traditional booth and an island display it's important to take into account how much space is actually necessary to adequately reach customers and display products. If your product or service is easy to use and understand, setting up a simple display with the brand name or logo and an example product may be enough to get a conversation started and make that next sale or industry connection.
More complicated products or service sometimes require extra space for demonstrations, and some individuals and companies find that the versatility offered by island displays makes it easier to successfully market their products as a result.
An open floor design can create a welcoming environment that entices interested parties in to learn more. Other interesting and innovative uses of space could include private meeting rooms or workstations, dedicated product demonstration areas, or even lounges. Customizing the space with
added walls, display cases, and other features offers more space to display signage or relevant products. The extra wall space can be used to hang signs or banners, making it easy to convey important information about the company or product and attract new business.
With the extra room afforded by island displays, the possibilities are nearly endless. Create an interesting marketing campaign and be sure to put the extra space to good use. Do note, however, that it is important to adhere to any specific regulations required by organizers in regards to signage height and size.
Control of Traffic Flow
Another space advantage of larger island displays is that they allow designers to control traffic flow through demonstration areas and other designated spaces.
Large crowds can make it difficult to successfully make connections with individual buyers or clients, but island displays allow more personnel to be on hand to answer questions and provide more control over how quickly customers move through the display.
Watching the Budget
All of these advantages do come at a price. The initial investment of purchasing a large custom island display may be cost-prohibitive for smaller companies. Storing and maintaining this equipment can also end up costing some money. One convenient and cost-efficient alternative to consider is renting instead of buying. This can help to cut costs on all fronts while simultaneously giving trade show presenters the chance to decide for themselves what kind of display will be the most sensible long-term investment.
Keep in mind that the initial investment involved in purchasing an island display should be offset by increased sales over time. If you are confident in the product or service you are offering, that should be reason enough to take the leap and try to take both your sales and industry networking to the next level.
Succeeding at a trade show is about more than just presenting a useful product or service and hoping for the best. It's important to make a good first impression, draw in new interested parties, and provide adequate space for both group presentations and answering individual questions on a personalized basis.
Some find this easier to do with large island displays, while others find they are not worth the extra money. The least risky way to choose between a traditional booth and an island display is to rent one and see for yourself how it changes the reception your product gets at one or more shows. Hopefully, these trade show tips have helped you make the right decision.