A Non-Marketer's Guide To Trade Show Exhibits

There are many different types of trade show display, and they all have different specifications, costs, uses, and options associated with them. Only an expert in the field will have an encyclopedic knowledge of them all, but you don't have to understand everything to offer valuable input at company meetings. This trade show exhibits overview will help you understand the main points, ensuring that you're prepared to help your company when the discussion turns to conventions.

Basic Facts About Portable Displays

Every trade show display will have different specifications. Sometimes the basic rules can be broken, and sometimes it's valuable to break them. That's something for your company's convention experts to decide. In general, the following facts hold true:

A Non-Marketer's Guide To Trade Show Exhibits

1. A bigger unit is not always better.
2. Adding more text is not always better.
3. The larger the unit, the more expensive it will be.
4. The smaller the stand, the more easily it will travel.

5. If a deal on a booth seems too good to be true, it probably is. There are a number of ways to tweak the design of a stand to make it cheaper but far less durable; if you're seeing an unbelievable price, seek the reason behind it.

6. All portable displays should maintain a strong focus on the product they are promoting. Any eye-catching additions to the stand should not draw that focus away. Attention is an element of conversions and sales. Drawing attention doesn't automatically trigger return on your investment.

Style #1: Basic Modular Portable Displays

These are the classic booths that most people envision when they think of a convention. They have at least one wall in the back, and may have some type of surface on both sides or down the middle, dividing the space in half. Most of these booths are modular, meaning that they can be rearranged to some degree. The exact degree of modification will depend on many things, and will probably be a factor in the final cost.

As a category, portable displays are technically quite diverse. If you hear the term in a meeting, you should ask for details about the specific booth your colleague has in mind. A table top stand is a portable exhibit, but is quite different from trade show exhibits that come up from the floor as described here.

Style #2: Banner Stands

Banner stands are typically used to support a larger unit rather than as a booth in and of itself. They are created by stretching a piece of cloth or plastic printed with graphics from the top of a frame to its bottom. The style and size of the frame will vary. This type of stand is notable because your staff can swap out the graphics at the convention itself. The frame is not permanently fused to the plastic or fabric, and the clips or other attachment mechanisms are usually easy to handle. This style tends to be the least expensive of the trade show display options.

Style #3: Pop Up Stands

Similar to a banner, these booths also involve fabric and a frame. They literally pop into place, making setup very easy. They can be more fragile and are more technically complex, so purchasing from a good company is very important. They may cost a bit more, but that can be well worth it for their unique styling. Some offer curves and other geometric shapes that are difficult for other portable units to match.

Style #4: The Portability-Centric Small Unit

This style captures many specific trade show display types. There is an endless variety here, all of them designed for absolute mobility. They are usually placed on a table top because they're not tall enough to stand alone. They are not usually a good choice for a trade show display unless you will be competing against others using the same kind of booth. Size isn't the most important factor in convention success, but using a table top unit when your competitors have full height stands is a disadvantage.

When In Doubt, Look It Up

There is a lot to know about trade show exhibits, and it can't be learned quickly. Much of it will only come with experience and learning over time. As your company delves deeper into the world of conventions, your knowledge will naturally increase. In the meantime, don't be afraid to discuss points you're unsure about and question the company that produces your portable displays. A reliable provider will be happy to explain every detail and answer any questions and concerns you may have.