Creating Effective Small Exhibits

Creating Effective Small Exhibits

Trade shows range in size from small hotel conferences to massive citywide events and everything in-between. Utilizing a small exhibit in an entryway, tabletop or even a shared booth forces you to maximize your impact while minimizing space.

First, lets define the term “small exhibits” as anything that leaves a footprint of less than 8 feet in width including: tabletops, banner stands and kiosks. Compact and easy to transport, tabletops can be a very effective and convenient way to exhibit, and come in a variety of structures to include pop-up frame, panel systems and retractable banners. Generally lightweight and built for a standard 6 or 8-foot table, they make a dramatic impact with proper graphics and accessories like overhead lighting. Banner stands are the most simplistic form of small exhibit and require the least amount of set-up. With varying support pole lengths from 3.5 to 7 feet in height, these roll-up displays can be used in a variety of applications. Exclusive to their design is that they can be combined to quickly convert to a large back-wall exhibit. While generally heavier and slower to construct, kiosks offer under-counter storage and the ability to incorporate monitors and workstations. With a self-supported counter top, kiosks are unique in that they require no table rental. Along the base of the kiosk is ample room for corporate messaging and, if properly constructed, branding graphics can be hung from the vertical structure used to support the monitor.

There are several key considerations to take into account when creating an effective small exhibit. Know that on average, three seconds is the amount of time you have to grab the attention of attendees and entice them into your booth. In order to accomplish this seemingly impossible task, your exhibit must first be objective driven. Make sure you know the key information to relate during that short window and place it front and center. Build your brand at every opportunity by including your corporate logo in a high, prominent location. Second, your display should be audience focused. Don’t think about what you want to say, but rather what needs to be heard. Are you a plumber that’s more responsive than your competition? If so, your graphic image should instantly relate that fact, rather than portraying a photo your beautiful offices. Lastly, when designing your graphics think billboard, not bulletin board. Attendees generally will not take the time to read 10 points about your product or service. By including this information on a graphic, you also provide a crutch to staffers who might be tempted to turn their back on prospective clients and read the graphic, rather than engaging in a meaningful sales conversation.

Always remember that your exhibit – regardless of size – may be the first and only impression for a potential customer. Be sure to select an exhibit manufacturer with a proven track record. One that will partner with you and generate a display that speaks to your audience to win and sustain future business.