www.youtube.com/watch?v=rlkwKhrFtnA

I am wondering if there has been any research done on how often you should change your trade show booth style/graphics/etc?

Ty

I have not run across any research done on the specifics of changing up your trade show booth. Many companies change for new products, niche markets and various messages that they would like to send to their specific audience. Another major reason for changing your trade show booth style or graphics is if your company brand changes.

Determining how your company will relay its message to a trade show audience establishes the basic criteria you will need in selecting a trade show presenter.  Will your criteria’s be scripting, podium presentation, using audio visual technology, gimmicks, over the top presentations, or the presenter’s ability to communicate?  Successful exhibitors understand that each trade show has its own budget constraints, booth size and marketing objectives and not all trade show presenters are appropriate for every environment.

The basic goal of every trade booth is to generate leads and to educate the consumer about your company’s service or product.  You can achieve this by simply utilizing the trade show presenter as a sideshow attraction or as a Hollywood stage presentation.

The sideshow attraction works best in small booths and allows education, entertaining, and  lead generation to occur when the trade show presenter interacts with the attendee and inquisitively seek out key information to assess their need level.   The higher the need level, the faster the trade show presenter turns the attendee over to qualified sales staff.

Hollywood presentations educate attendees on products and services requiring attention getting tactics and typically larger booth space.  High tech displays and performance are there to dazzle the crowd into staying and watching the presentation with trade show jargon, sales pitch and information all rolled up into a 10 minute production.  These normally happen 3-4 times an hour. Lead generation occurs when the trade show presenter requests the audience to enter into a raffle or qualifying them for an immediate discount for participating in the show presentation.

The return on investment is what a company looks for when hiring a trade show presenter.  Accomplishing this is by knowing the companies specific needs and knowing what the presenter can offer.  Once the issues are address, selection of a qualified trade show presenter is easy.

About the Author:
Dale Obrochta is a professional trade show presenter who uses promotional balloon entertainment to build trade show booth traffic. He is a leading entertainer in the balloon entertainment industry who consistently works trade shows and corporate events. Magical Balloon-dude Dale is balloon entertainment at its best!

Rick

Dear Rick,

Thanks for the question, there have been a few trade show trends that we have seen in the last year in the Manufacturing and Industrial Industries.

With need for larger trade show booth space for equipment,  many exhibitors are shifting to pop-up fabric booths & displays, they are light weight and very versatile.  The exhibits seen at many of the manufacturing trade shows are focusing on more spacious exhibit spaces, less clutter and more conference area’s for meeting with prospective clients.

With more high end A/V Equipment for product demonstrations, customized for the particular industry as well as interactive software that will grab the attention of trade show attendee’s and present a variety of solutions to them.  Buyers like to be able to see products in action, touching and feeling the equipment to see how it is handled, with table top displays and portable solutions that can be changed from trade show to trade show, you are able to capture your audience with a show specific message.

Designing your trade show booth to focus on your complete process and not just a single piece of equipment can help your booth visitors see an entire process that will best fit their needs.

Some of the features that we have seen incorporated into trade show booths are:

Lead Capture Technology
Cutting Edge Signs & Graphic Displays
Bright Lighting that will spotlight Products/Services
Flat Panel Video Screens
Video Presentations
Wireless Technology