Archive of E-Zine Articles

We are using the tips and techniques discussed here to save our clientele 30% or more at each and every show that they attend. It is my hope that you will be able to put the information in these e-zine articles to immediate and effective use. If at any time the content of an article is unclear please let me know, or if you are having a specific problem please post it to our Trade Show Questions Forum.

Trade Show Exhibit Booth and Display Freight Handling Order Form--Part 1

Volume 1, Article I, October 24, 2005

Trade Show Exhibit Booth and Display Freight Handling Order Form--Part 2

Volume 1, Article II, November 7, 2005

Understanding the Trade Show Exhibit RFP Process

Volume 1, Article III, November 21, 2005

Understanding the RFP Process, Part II

Volume 1, Article IV, December 5, 2005

Understanding the RFP Process, Part III

Volume 1, Article V, December 19, 2005

Exhibit Design and Costs: Variable - Exhibit Weight

Volume 2, Article 1, January 18, 2006

Exhibit Storage Containers: How they affect exhibitor costs - Part 1

Volume 2, Article 2, February 1, 2006

Exhibit Storage Containers: How they affect exhibitor costs - Real Life Examples - Part 2

Volume 2, Article 3, February 15, 2006

General Contractor - Checking your bill and getting it corrected

Volume 2, Article 4, March 1, 2006

Straight time vs Overtime Costs: Planning to Avoid Overtime

Volume 2, Article 5, March 15, 2006

Freight Emergencies: What to do when things go wrong at show site

Volume 2, Article 6, March 29, 2006

Just say "No" to a request for signature

Volume 3, Article 1, January 5, 2007

Consider Trade Show Exhibit shipping by Railroad!

Volume 4, Article I, February 27, 2009

Significantly reducing Freight Handling and Small Package Expenses

Volume 4, Article II, March 6, 2009

Trade Show Exhibit Design - what booth is best for your company?

Volume 4, Article VI, August 15, 2009

Trade Show Exhibit Design - what does your booth say about your company?

Volume 4, Article VI, July 15, 2009

Your Trade Show Exhibit - what does it really say about your company?

One of the most important concepts to keep in mind when it comes to attending a trade show is the look of your exhibit. Why?

The big question: Why does what your trade show exhibit look like really matter?

Remember, in sales and marketing, you must always sell your company first, then yourself and then your product. Each of these pieces must work to create credibility in order for your company to obtain and retain clients.

What your exhibit looks like creates the first impression of your company in the eyes of your prospects. Is it messy? Are the graphics clear – easy to understand and read? Does the exhibit look well maintained or abused?

How does the exhibit look in conjunction with you and your sales people? How about with your product? Is the feel of your booth consistent with the feel of your product?

Does this trade show exhibit accurately reflect your company culture?

Does your exhibit instantly suggest your company? To someday become a household name, you are looking for design elements and copy that consistently provides the same aesthetic feel and message. If we see the Coke “swoosh stripe” or the Pepsi red and blue half circles, we know what company is there without seeing a single word! The lesson - Keep your look consistent as you update your exhibit or move to larger spaces.

The most important thing to remember is that your trade show exhibit will be seen by many more prospects and customers than your corporate headquarters. So your trade show exhibit is your corporate headquarters in your prospect’s minds.

So as you ponder what to add to or delete from your exhibit this Summer, keep these questions in mind:

Is the display an accurate reflection of your company?

Does it represent your company culture well?

Does it clearly suggest the quality and level of sophistication of your products or service?

Questions about this article?

TradeShowExhibitGuy.com e-zine is written by Brett Lipeles, CEO of Exhibit & Display Consultants as a response to challenges encountered by exhibitors that are interviewed at recent shows. We now offer a “Pay only for Performance” plan where you pay only a percentage of the savings that our services provide. We save our customers an average of 30% at every show! Contact us today at 508-695-0544 or email us at info@exhibitconsultants.com for an exploratory consultation.