Minimum Budget, Maximum Trade Show Display Impact

Use these simple tricks to maximize your trade show display budget. Try a few unique and engaging strategies that will transform your 10'X10' trade show installation into a huge lead generator.

There may be thousands of visitors at the next convention or conference, and they'll all be wandering through an exhibition hall with hundreds of exhibits. If your budget is tight and you're working with a small footprint, it can be discouraging. It's difficult to compete with companies who have oversized, expensive exhibits and lots of staff. There are creative ways, however, to maximize the impact of even a basic 10'x10' area if you reach out to visitors with a unique approach.

Participation Counts

Make sure you have at least one person from your company actively participating in the conference outside of your trade show installation. Have someone give a lecture or serve on a discussion panel. Visitors will likely make a note to visit your display later in the day after they've heard you or someone from your company speak; being a guest speaker will give others the impression that you're an expert in your field.

If you can't get a time slot for a presentation, make sure you network. Attend as many receptions and chapter meetings as you can in order to introduce yourself and generate interest. You should also consider sponsoring a happy hour or inviting some prospects to breakfast. They'll appreciate the free meal and will start their day fortified and attentive and will stop by your trade show exhibits to thank you.

Timing Is Everything At Trade Show Exhibits

Although you may be inclined to provide as much information as possible to guests at your trade show display, cramming too much information into a relatively small space can backfire. Don't forget that there are a hundred or more other event exhibits competing for attention. Using fewer words and a bold graphic will draw the eyes and give visitors a feeling of calm in the midst of sensory overload.

You generally have less than ten seconds to capture their attention, so use those seconds wisely. Think about a billboard -- it can convey a lot of information quickly. Use this strategy for your display. Less than fourteen words is the maximum that most people can read and process in the time it takes them to walk by your trade show installation. Make those words count! Use two lines so it's easy to read, and use the first line to tout your product or service, NOT your company name. Remember, it's about the value you're offering, not your company name, at this point.

Greasing The Wheels

Pre-conference preparation is crucial to your success on the exhibit floor. Get a list of attendees who are preregistered and contact them 4-6 weeks before the event. Repetition is a great way to keep your company's name and product or service fresh in the minds of attendees. Sending out a short email, following up with a phone call, and sending an invitation through the mail will help others remember your name. But don't waste those flyers -- add some sort of incentive they can collect when they visit your trade show display. Everyone likes something for nothing, so be sure to offer a quality incentive gift they'll appreciate.

Competing with bigger companies with bigger budgets and state of the art trade show exhibits can be stressful, but the tips mentioned above will help. You'll soon be using fresh, new ways to attract visitors that will turn your small trade show display into a guaranteed lead generator.

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