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Buying Guide for Trade Show Displays
Introduction
In today's competitive business market, it is immensely important for businesses to create opportunities through which they can effectively engage their target audience. Obviously, social media has become a hotbed for customer engagement; however, there are still some traditional customer engagement mechanisms that are still very effective. One such mechanism is the use of trade shows. Trade shows offer the opportunity for owners to present their products and services, as well as promote their brand. One of the challenges that are commonly associated with setting up at a trade show is that it can be difficult to stand out with all of the other booths nearby.
When working a trade show, it is immensely important to deliver your brand message quickly and forcefully during that brief moment when someone is walking by your booth. One of the most cost-effective ways to engage the attendees at a trade show is through the use of a highly specific portable trade show display. These portable displays are designed to be transported from show to show, and they can even be checked in when traveling via air.
The key to choosing the right type and design for your trade show display understands your target audience and your message. Portable trade show displays, when the right amount of thought and effort is invested in them, can have a massive impact on increasing customer engagement, which can subsequently increase conversion and profits.
Different Types of Trade Show Displays
When choosing the right trade show display, portability and easy assembly are immensely important. In the instance in which you may be traveling to shows on a weekly basis, the ability to easily assemble and disassemble the display will be paramount. On the other hand, if you will be setting up at a seasonal event, meaning that you will be in that one spot for weeks, stability will be more important than ease of assembly and portability.
Pop-up Exhibits
When speed is the primary focus, pop-up exhibits may be your best option. With an accordion-folding design, and magnetic backing, this specific type of display is easy to get up and it is pretty sturdy for short-term exhibits. The greatest benefit of this type of display is that they can be set up quickly and they are lightweight and compact. The compact size of the display means that when it is broken down, it can be loaded into as little as one or two cases the size of an average golf bag.
The downside to using this type of exhibit is the fact that it lacks flexibility. The quick setup design is highly specific, not providing for any type of variance.
Panel Displays
Panel displays are rectangular sections that are generally covered in fabric or some other type of material. When setting up the display, these panels are placed side-by-side to create a wall. Where the panel display has an advantage over the pop-up display is that the panels can be arranged in a number of different configurations, in order to present a different look, or even a different message.
The downside to using panel displays is that the heighten flexibility comes with greater weight, meaning that there is less mobility and portability associated with the display, and this type of display normally calls for more than one person to help assemble it.
The trade display industry is increasing its flexibility, offering a number of different designs that help to increase the specificity of the display. Some of the other type of displays that are now available include, table top displays, table covers, pull-up displays and more.
Choosing a Seller
Although there are a number of trade show display manufacturers and sellers, the truth is that all displays and sellers are not created equal. When choosing a good seller, you will want to work with a seller that functions as a consultant as much or more than they function as a salesperson. A good seller will want to be aware of your specific goals, in order to marry you to the display design that will be most suited for what you are attempting to accomplish.
Another thing that a good seller will consider is the frequency of travel and the mode of transportation. All of the variables will factor into determining what type of display will be best for what you are attempting to accomplish.
The seller will be able to work with you on a number of the more precise elements, such as design, color, fabrics and extras, including graphics. A good seller will also be able to produce a computer-generated three dimensional model of what the booth will look like when assembled.
Pricing
The pricing for trade show displays can run the gamut, depending on what you want and what is needed. Different brands and styles will also have an impact on the final price. When it comes to basic pricing, a 10-foot pop-up or panel display can run anywhere from $2,500 to $6,000. These prices will also include the basic accessories, including graphics.
For larger displays that have more complicated graphics and designs, the price usually from $7,000 to $12,000, and custom-built displays can easily run as high as $20,000.
To add individual graphics, you can expect to pay anywhere from $20 to $300, all depending on the necessary material and the size of the graphics.
Buying Tips
Design is important. When it comes to trade shows, design plays a significant role in ensuring that you make the type of impact you need in order to build traffic to your booth. Basically, you have less than three seconds to capture the attention of people who are walking by, meaning that you do not want complex designs and graphics that are difficult to understand or read.
Consider shipping expenses. When choosing the right display, the cost to ship the display should be a primary consideration, because shipping costs will impact the bottom line.
Consider renting. While renting is not for every situation, it may be an option for a business that will only be attending one or two shows in a 12-month span. Renting can also reduce upfront costs.
There is no one-size-fits-all approach to choosing the right trade show display. You will have to consider all of the variables and make the best choice based on your needs and goals. This is where working with a good seller will come in handy.