Theming Your Trade Show Exhibit

Posted by Bill Barrett in Design, Planning, Tips, Trends

A First impression is everything at a trade show. It is important to catch the attention of trade show attendees as soon as they see your booth. The best way to stand out from your competitors is to create a eye catching theme for your booth.

In Candy Adams’ aritcle, “What’s in a Theme?” she offers ideas for developing a theme for your trade show booth. Candy suggests you visit an art gallery to gain inspiration if you are struggling to find the perfect theme. Referencing a specific location is another great idea for your booth theme. For example, create an engaging outdoors theme if you are featuring camping products. You can also use branded food stations to attract potential customers to your booth if you are not able to come up with an engaging theme. Providing coffee and other snacks can create the perfect branding opportunity. This is a great way to create awareness and develop a relationship as attendees wait for coffee and nibble on your snacks.

Here are a few key tips when determining your theme

• Your theme must be appropriate for the trade show and relevant to your product
• You don’t want to have a theme that devalues your image
• A theme should be integrated into your entire exhibit  including your event program, promotion (before, during, and after), giveaways, and staff attire

The most important thing to remember when you are deciding on your theme is to not distract your potential customers. You can do this by “considering ways to integrate your key messages, product and company names, or benefit statements directly into the theme.” Keeping your theme simple is the best way to stand out an make a memorable impression.

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What’s more, devising a clever theme that can be integrated into your entire exhibit-marketing program – e.g., pre-, at-, and post-show promotion, exhibit design, in-booth experiences, giveaways, staff attire, etc. – is relatively easy. All you need is a solid thematic concept, a bit of strategic thought, and some careful pre-show planning in order to execute a thematic campaign that will fit your marketing objectives. So to help spur your creativity, here are some of the most memorable exhibit themes I’ve seen on the trade show floor.

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