The Trade Show Marketing Industry
Trade show marketing is becoming increasingly popular for businesses of any size
and brand to draw in more customer interest. These events are also lucrative
opportunities to network with others who work in the same area and learn about
new trends. Many industries see immediate increases in their average profits
soon after participation in a trade show. The demand for eye-catching displays
has created an entirely new and separate industry for trade show design.
Businesses enlist the services of professional designers to create unique
trade show exhibits for them. Creating
displays for a trade show has become a competitive field, and business owners
have plenty to choose from when it comes to custom-made exhibits. Exhibit
rentals are also widely available as an alternative to buying the more expensive
parts for portable exhibits.
A successful exhibit often includes all or part of a rented display along with
the company's own display materials. These can be combinations of
pipe and drape
displays, tabletop displays, panel displays, or other types of custom
displays. Displays are actually the core of trade show events, allowing
companies to showcase their products and services. As opposed to a pre-made
rental display, completely custom exhibits give an exhibition designer a greater
amount of freedom to create a booth entirely around a company's philosophy,
selling approach, and goals.
Pipe and drape
displays are among the most basic options for an exhibit. These are made
from fabric attached to frames usually made from steel pipes. The drawback for
these is that exhibitors are usually not allowed able to hang anything on
backdrops provided by the show decorator.
The need for easily portable exhibits usually includes the use of pop-up
exhibits. Pop-ups are a bit sturdier and more versatile; they are popular with
designers for their accordion shape that can be arranged in a variety of ways.
The walls of pop-up exhibits usually form the walls of a booth for a trade show
exhibit. Panel displays are another alternative to pop-ups; these are typically
made from heavier material such as plastic that can support added weight.
When putting together displays for a trade show, a smaller component for some
companies can be a tabletop display or a briefcase display. Both are similar
size and simple to set up on a standard table. A briefcase display has the added
bonus of being quick and easy to fold up. Both of these types of tabletop
displays come in sizes that can range from six inches to several feet tall.
Continued in Part 2 > >