Trade Show Displays: A Buyer’s Guide


A good trade show display is a necessity to showcase what your business has to offer and also grab the attention of other show attendees – prospective customers and clients. Without an eye-catching display, you’ll miss the many opportunities for networking at a trade show.

“A trade show display is a highly visible statement about a company and its products,” said Laurie Pennacchi, CEO of ExpoMarketing, a trade show display company. “The company benefits from having a display by attracting visitors at shows that generate leads.”

So what does a good trade show display do for you? Other than grab people’s attention, it can say a lot about your business.

“A display should tell attendees who you are, what you do and how you can help trade show attendees,” said Gwen Parsons, an independent communications consultant with a background in trade show marketing. “[It] should portray your company brand and image in a way that will help salespeople introduce products, engage attendees in a conversation, generate qualified sales opportunities, and leave a favorable impression to facilitate follow-up after the event.”

Without a display, Parsons said, you’re at a disadvantage against your competitors, since “it’s very rare for a company to contract for an exhibit space and not bring a display.”

Whether you’re a trade show veteran or not, you need to weigh your options on trade show displays if you’re in the market for a new one. With designs and trends constantly changing and evolving, it’s important to stay up to date on what works and what doesn’t in the trade show sector.

Types of trade show displays

There are many types of trade show displays to choose from, and they can be configured in just about any way imaginable. However, the two most common trade show display systems are pop-up exhibits and panel displays.

Pop-up displays consist of a flexible panel attached to an accordion-style frame that expands and locks into place to create a curved or angled wall, which becomes the back wall of your trade show booth. Pop-up displays generally cost less than other display options, are lightweight and easy to ship or travel with, and are also fairly easy to set up.

“When you’re a small business, pop-ups are ideal,” said Kristen Harold, owner of KMH Marketing. “When you’re doing multiple shows, it’s cost-effective and looks much more professional. When you’re graduating to a large space or putting a focus on one show, having a display built out custom should be considered.”

Panel displays, on the other hand, are sturdier and more stable, but they tend to be heavier and more difficult to assemble. They can easily be configured in many different ways, as they consist of various rectangular sections that are covered in fabric and can connect together.

“Just be aware of all of the costs involved before committing,” Harold added. “You can also save these [displays] and use [them] again.”

Αποτέλεσμα εικόνας για trade show displays

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