How to Get the Most Out of Your Trade Show Display

August 16, 2018

Tifany Scifo

Tifany Scifo is the Creative Marketing Manager at Reveal Marketing Group, where she specializes in web design and development, creative design and direction and trade shows. She enjoys sharing her thoughts through blogging and social media.

Trade shows are crucial to the growth of many businesses. They are competitive events but can lead to the successful business relationships. The key is to stand out in the right way at the trade show. When used effectively in a trade show setting, exhibits and displays can grow your business and bring it to the next level.

How do you get the most value from your trade show display?

Any company participating in a trade show and commissioning portable displays should first establish how they want to brand themselves. They can get a custom-made display or customize a pre-existing one, but this process is vitally important regardless of where the booth came from. 

Every company at a trade show must strive to stand out from the pack of similar companies and services in order to attract attendees to their booth. By branding the trade show booth, attendees will have already established an idea and feel for the company before even speaking with a representative. This makes the booth more approachable and friendly, while also allowing it to stand out from everyone else. So, use the company’s pictures and marketing material and do not rely on generic posters because that will make it indistinguishable from everything else.

Purchasing a customized trade show display booth is the easiest way to achieve a properly branded booth. That being said, there are always tricks that can be applied to a rental display. The key is to have a plan in place and to establish with the rental company what can be done to the display.

Tips on how to effectively use a trade show display

Trade shows can be stressful, high-pressure situations. Having a strategy for the show can relieve some of this tension though:

First Impressions: It’s no secret that first impressions matter. It will play a huge role in any continuing relationship for a long time. Having a well-constructed and creative display will help establish this highly sought after good first impression. 

Reach Out Before: Rather than just trying to attract attendees walking by to the booth, try reaching out a couple weeks before the show. Email and call attendees on the list to set up meetings at the show. This makes the experience more about networking rather than selling.

Interactivity: People love being able to interact with technology. A crowd is guaranteed to form if you are able to make the display interactive in some way. Use touch screens or any tools that are available to you. This could be as simple as taking a quick quiz for fun results or seeing an augmented picture. Unfortunately, not all services easily lend themselves to an interactive display.

Why the quality of your trade show display plays a big role

It can be tempting to settle for a display that just gets the information across to the audience, but this would be a grave mistake for the company. Many companies, especially young ones, don’t want to invest too much in trade show displays in order to save money. 

Often, spending extra initially will both save money and generate new business in the long run, making more than just a return on the investment. A quality display will last longer than one of a lower grade. Instead of having to invest in a new display every year, quality materials can double the lifespan. Not only does this save money, but it also saves on time and energy that goes into having a new display made.

Quality also will leave a better impression with attendees at the trade show. Booths often only have a couple of seconds to attract attendees passing by and in that time, they will formulate an opinion about the booth’s company. If they see low-quality materials, blurry photographs or other little mistakes they are likely to choose a competing company with a better display booth. Clear pictures accompanied with high-quality materials present a more professional look to attendees. 

It is important to note that “high quality” does not have to mean fancy. It refers to materials that are made to last and good design within the booth. Any company can achieve this while also staying true to their brand.

Hire the right exhibit marketing company

Every business should hire an exhibit marketing company to complete all of their print and digital signage, as well as full displays for these shows. This is particularly true for companies that rely on trade shows to garner new customers and clients. An exhibit marketing company has experience and knowledge about what works best in these situations to attract attention. Hiring a good company will allow you to benefit from this experience. They will also work with you to properly convey the brand and tone. Just be sure to look at their past work and professionalism in order to find the best company for your trade show exhibit.


Don’t cut corners when it comes to trade show displays and exhibits. They are one of the most valuable assets at these events. Displays will establish first impressions amongst attendees while also stealing the attention away from competing businesses. So, don’t shy away from the investment and find the right exhibit marketing company.


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