Secrets to Standing Out at Your Next Trade Show

When it comes to a trade show, it’s critical that your stand is the one people look at first. There’s so much competition in the room that making an impact is difficult. By designing the stand correctly, all the competition will be blown away and that’s why these secrets to helping you unlock your stand’s true potential are here. 

Your Audience 

There’s no point designing a stand that’s not directed towards your target audience. Take a look at what you are advertising and ascertain who is going to be the most interested in it. If there’s a stand about a new sports car, for example, then the boy racers and big spenders are going to be looking at it. That’s why it has to look streamlined, like the car, relatively simple and to the point, and dynamic. Your stand should match the attributes your product is radiating.


Begin all stands by getting a printer who offers large format printing to produce the company name in massive letters. This should be right at the top and should be what people read before doing anything else. Get it laminated, position it correctly, and ultimately make it visible.

After this, it’s now time to get into why people should waste their time on you. Two simple sentences, at the very most, should sum you up. If you are a company that deals in window fitting, to give an example, then it should say something like: “Making windows shine and people smile with our high quality fitters and low prices for the last 10 years.”

Then you should be listing the benefits. Have them printed in large print so that people know all about them straight away. Don’t ramble on, just print them as they are. Remember, the time for going into detail is when people are actually talking to you. This is just the hook.

Keep it Simple

If you are looking to get some large format printing done then ease up on how much you actually get. Don’t try and plaster the whole place in your propaganda. Keep it simple, keep it short, and keep it sweet. And this should apply to everything you give your potential customers at the show. Most trade shows will include leaflets and posters as part of their displays. Make sure these are as simple as the stand itself. The last thing you want is somebody to get bored whilst reading. 

Prospects Not the Public 

The public are not your main audience here. Just because something attracts the public doesn’t mean it will attract qualified prospects at a trade show. They know what to look out for and they won’t fall for such basic marketing ploys. Attract the prospects for now and leave the public at home. This means you shouldn’t be afraid of using some jargon on occasion with your displays. Of course, it’s wise to still keep it to a minimum, but there’s a difference between the public and your potential new customers at trade shows. 

About the author: Carl Barber has been organizing exhibitions and trade shows in the Southern States for more than twenty years.


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