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Design is Key to Trade Show Exhibit Success
By Dick Wheeler
If you are planning to exhibit in a trade show, you need to first analyze the space requirements of your upcoming trade show and then build drama into your trade show exhibit space. A good start would be to enlist the services of a professional trade show display house to help you make your trade show exhibit a success. Beyond a doubt, the key ingredient for design success is having your trade show display meet company goals, and budget considerations, while also achieving a sense of style and drama.
And, since every project is different, you must first determine if your trade show exhibit needs to be designed from scratch or can you use existing trade show design assets? Is there a particular look and feel of the upcoming trade show you want to replicate? Should you have a custom trade show exhibit, a custom modular trade show display, or a trade show booth rental?
According to Steve Hermosillo, Creative Director of Professional Exhibits & Graphics in Sunnyvale, California, the client’s marketing goals are the starting point. Design then follows the company’s message.
Hermosillo cites an example of a successful trade show exhibit he designed last July in Chicago to replicate the look and feel of an auto racing event. Since the Grand Prix races had recently been held in Chicago and his client was launching a revolutionary, extremely fast microchip, the racing theme made perfect sense. Speed was the dominant theme of the company’s marketing message and the CEO and marketing director found the Grand Prix image a natural. The company could easily integrate high speed and racing images from the Grand Prix as design elements in their trade show booth. The designer revamped the licensed Grand Prix images and, using motion blur, put them on two panels conveying movement and speed. The booth had two large billboards that trade show attendees could see from aisles away. They were 8’ tall and 20’ wide panels with monochromatic motion blur that created the fresh feel and look of speed. The theme of fast cars and fast chips worked well to create a highly exciting launch site for the client’s new chip.
Work stations within the trade show booth were set up to deliver information on the new product. Since the company used a trade show rental booth, they used Velcro as an adhesive to attach and remove the trade show graphics. The theme and design of the trade show display became extremely exciting and a high- octane success. And, to everyone’s surprise, their display was the only trade show exhibit that picked up on and used the Grand Prix tie-in.
Remember, in order for a trade show exhibit to succeed, it must first meet the objectives, goals and marketing message of the company. Adding flair and drama to the trade show display follows. This is true wherever you have a trade show exhibit—whether it be at the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.
Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California with showroom in Sacramento. Firm is full-service premiere trade show exhibit, graphics and management services company. http://www.proexhibits.com
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