3 Questions Your Trade Show Booth Needs to Answer

February 2, 2015

Kristin Hovde

Kristin Hovde is the Website Manager and Blogger for Smash Hit Displays, an online trade show display company that has many booths, accessories, and flooring available.

Trade show exhibits are very similar to billboards; attendees need to be able to comprehend its message in less than 5 seconds in order to get their attention as they are walking down the aisles. With very little time to draw people to your booth, there are 3 questions that need to be answered in order to peak their interest and get them to stop and talk to you and your staff.

1.Who are you?

It’s astounding how many exhibitors fail to tell attendees who they are. Without clearly answering this question throughout your booth, potential leads could be walking right by, not realizing what products or services are offered. Design your booth around who your company is and your company motto through graphics, promotional materials, signage, colors, etc. 

2.What do you do?

Now that you have established who you are through the design of your trade show display, its important attendees know what your company does. Communicate with your audience what products or services you sell in order for them to determine whether or not they would be interested in what your business has to offer just by simply glancing at your booth. Include bullet points on your booth graphics that describe what you have to offer your customers in as few words as possible. Since attendees will take a few seconds of their time to scope out your booth as they are walking the aisle, they won’t take the time to read a detailed list. Make it short and simple in order for potential customers to understand what you do much easier.

3.What makes you different from the competitor?

Since you will most likely not be the only booth at the trade show, you can expect to see some of your competitors there. Remind your audience what makes you different from them and why they need to do business with you instead. Do you offer products that the other guy doesn’t offer? Do you have around-the-clock customer service available? Do you have competitive prices? Whatever makes you different, make sure potential customers are aware of it through your booth and marketing materials.

One great way to do this is through a presentation or demonstration where attendees will get a firsthand look at what makes your products or services different. If you have printed or digital brochures, include a list of the qualities that your company, products, or services have that they won’t find with other companies.

With these 3 questions answered, you will draw the attention of those attendees who are interested in what your company has to offer. 

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Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: