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From concept to print and everything in between
Trade shows are an engaging opportunity to build your brand, meet with new prospects and strengthen your relationships with established clients. Often it is not taken into consideration the amount of time it takes to complete the process of conceptualizing, designing and printing of trade shows booths.
Because most industry trade shows are just that: a gathering of the industry, it is important to consider the competition and how to distinguish your business from them in such close quarters. Trade shows can play an extremely pivotal role in your business’ networking if you are able to make the right connections.
Remember it is imperative to think about your target audience and ask yourself if you are effectively communicating with them.
- How can you best reach your target market?
- What is the desired action of your target market?
- How is your presence at the trade show going to affect your target market?
- Does your booth coordinate with your branding & other marketing efforts?
A compelling, custom booth is a sure-fire way to stand out on the floor and increase foot traffic at a crowded trade show.
In order to achieve this goal, it all has to start weeks earlier in the planning stage. Better yet, let’s say plan months earlier, or as early as you can. This way you will be able to handle any unexpected hiccups or hurdles that are all too common on projects like this.
It all begins with a deadline. When is the booth needed? From there you begin communication with a printer to determine their requirements. Accordingly your design or marketing team work backwards from this date, if left too late and they only have a week, you are likely to be limited in our options. However if you have planned appropriately, there are a variety of innovative alternatives to explore, and you are able to create the right message and invest wisely.
Put simply; people are attracted to booths that look good. Investing some time and money into an appealing design will serve you well when you arrive at the show. You need to communicate visually to any potential visitors what your brand stands for and the message you are expressing. This result is not created plainly with a slogan printed on a 7-foot piece of vinyl but communicated through engaging colour, composition and typography in tandem with a solid marketing message.
There is a multitude of options and booth alternatives to explore and consider, including:
- iPad stands
- Video/TV displays
- Presentation equipment
- Furniture
How will visitors interact with you and the space?
This interaction is another important component to consider, as you want to make an impression not only immediately in person, but also when everybody returns home from the trade show and has time to reflect on the many choices they have to digest.
To ensure a lasting impact you may want to examine something tangible to send back with all of your new connections, such as:
- Takeaway pieces
- Business cards
- Brochures
- Giveaways
Even once you have your artwork finalized, the project is not complete.
It is then time to return to the printer in order to turn these digital files to a functioning exhibit. But this too, is not an overnight process. Just how long does it take to get a booth printed? This information varies from printer to printer, as well as depending on the time of the year. However, you could be looking at anywhere from one week to four weeks depending on the size and complexity of the booth as well as shipping times. Remember if you are looking to get a booth printed, it is likely that many other businesses in your industry are as well. You wouldn’t want to miss out on an effective booth because the printer couldn’t find the time to complete your job!
When time and finances are budgeted appropriately, an appearance at a trade show can often be a momentous networking opportunity, and exhibit a great return on your investment.