Zoned For Success
Corporate Trade Show Exhibits
Corporate display booths can present some unique challenges. For example, corporations most often represent multiple product lines at trade shows. If those lines are closely related, it can be harder to differentiate between them while maintaining a cohesive identity. Creating zones within your booth space can be an effective way to represent each line. This also helps funnel visitors toward the rep for the line they’re interested in and manage traffic flow.
Polaroid exhibited at CES with great success, using a zoned display for everything from cameras and film to sunglasses. In addition to separate display areas for each product line, the exhibit included a lounge area which invited attendees to remain in their sphere of influence a little longer. It also included a staging area for a product launch with Lady Gaga. Tied together with a pair of massive ribbon, screens broadcast Polaroid’s visual branding throughout the event.
An Unforgettable Experience
Blow the competition away by wowing visitors with an outstanding experience. This approach works especially well with tech and multimedia-based exhibits, like SteelSeries massive interactive game experience at the Boston Convention Center. The company’s goal was to introduce hard-core gamers and retailers to an astonishing seven new titles at once. The exhibit featured more than 100 gaming stations, which kept wait times short while guests waited with excitement. In a theater screen area, visitors also got an exclusive sneak preview of a hot upcoming release. Gigantic graphics surrounded the entire exhibit, which grabbed a lot of attention
Set The Mood
Lighting is a critical element of design in your trade show booth. Good lighting will bring your exhibit to life, but it can either attract or overwhelm. The differences between these extremes can stem from surprisingly small adjustments in the color, intensity, or placement of the lighting. Work with a professional lighting designer to create a lightscape that is attention-grabbing without being alarming. For example, up-lighting your products or display elements can create a dramatic effect. However, if you place up-lights where they will shine on people, those people will appear ghoulish and visitors will avoid them. Lights which are too blue, or are blinking or moving in the wrong ways, can also leave visitors feeling uncomfortable and eager to leave.
Once you’ve established your merchandising strategies for your trade show exhibit’s general concept, start consulting a designer as soon as possible. This will ensure that every aspect of your display offers a harmonious and welcoming impression overall.