You’ve got your inline exhibit assembled next to a zillion other exhibits, hoping to attract attendee’s attention. What can you do to get noticed by potential customers? Start by ruthlessly distilling the message.
Often a client will bring a PowerPoint for the concept. On the show floor, you have about 3 seconds be noticed, and this just isn’t the place for a wall of selling points. Bullet points don’t work because attendees don’t read at trade shows. They just don’t. Their judgments are based more on “how does this experience feel?”. A single succinct marketing message is simply the best in any promotional situation.
For a 10x10 exhibit, one message is optimal. A 10x20 can accommodate up to two messages while maintaining “stop in your tracks” clarity. Anything more, and your messages turn to marketing mush inside the attendee’s mindspace.
Light is the most neglected piece of a small exhibit. A brightly lit exhibit makes all your surrounding neighbors look dull. Light should highlight the message or featured product. Rear or halo lit letters bring a premium look to any exhibit. A fully lit backwall with a simple message is a great start.
Color is another underutilized element. Big, bold color can punch through the visual anarchy on the trade show floor. Selling a green product? Make the whole exhibit bright green. Think beyond the backwall. Carpet, table, lights (green colored gels) and even the furniture. An exhibit that looks like it’s been dipped in color will increase attention.
Small inline exhibits can have unique advantages over larger exhibits. Smaller budgets allow companies to cast a wider net, and test shows in non-traditional markets. They are also more flexible and fit into most shows without the heavy customization needed for larger island exhibits.
Finally, with the uniformity of fabric-based exhibits, your exhibit needs good design even more to separate your message out from your competitors surrounding exhibits. Promoting a unique product in a sea of look-alike inline exhibits works against your message, so really focus on the design to stand out.
Having designed award winning small exhibits, the key to your success is distill the message, light it really well, and have a really great design.