The advertising and marketing fields used to be fairly straight-forward and there were really only a few specialties. As time has moved forward more specialties have presented themselves in the field and with the recent advent of the internet, almost everything has changed. Focus from what are now considered traditional forms of advertising (newspapers, magazines, billboards, phone books) have shifted to various forms of advertising and methods that occur on the internet. Guerilla marketing campaigns that involve various groups or organizations on the internet use their combined power to popularize certain brands and causes. These campaigns do not typically cost very much and are used because television and radio ads are extremely expensive. Trade shows are often considered a very effective way to get the word out about a company and their brands and putting together a trade show booth that captures the attention of the people in attendance is a good way to generate buzz.
Trade shows are a wonderful place for anyone looking to share their ideas and products to gather together in one, concentrated place. Here, the consumer group is much more focused than it could be anywhere else because trade shows are industry specific and those who attend have a vested interest in being there, whether it is to promote their own products and services or look for other products and services. Either way, both interests are served and less effort is wasted in the process of advertising this way because the audience has already been filtered down to those who either do business or are looking to do business in any specific industry. So, advertising and marketing dollars that are spent on trade show travel expenses and displays are well spent if the experience provided is executed intelligently.
There are experts in the business of designing and building trade show displays. Event design is big business because companies of all sizes need them to create an interesting and effective presence for them at these ever-important trade shows. Because there is a concentrated amount of interested consumers and businesses at industry trade shows, it is all the more important to catch the attention of some big fish in order to make the trip and all the effort worth it. Many things can be done to make a trade show display really stand out and depending on the industry, certain creative liberties may or may not be able to be taken. Trade show venue restrictions based on available space can also hamper a design to a degree, but the specifications for these things are available for any trade show designer who knows what they are doing so they can understand what they have to work with.
Usually, a trade show venue has tall ceilings so company displays can be tall and attract attention from afar. How tall they are allowed to be is up to the trade show organizers and the specific location that a company chooses will often have different size/height limitations that others do not. Like real estate, not every trade show lot is equal and greater amounts are charged for locations that provide the greatest flexibility with regard to how elaborate and how much aerial space can be utilized in order to create the most eye-catching exhibit imaginable. Budgets for these things vary greatly and range from just a few hundred dollars to tens of thousands of dollars for exhibits at the world’s biggest trade shows at the world’s best and largest venues like in Las Vegas. The amount of money is usually based on central location and square footage, just like with real estate.
A professionally designed trade show exhibit does not have to cost thousands of dollars. Everything is relative and just like it is possible to overdress for a party, it is possible to over do it at a trade show with an unnecessarily extravagant display. The value of a trade show display is measured by its ability to attract people to the booth so the operators of it can have a conversation with them. The point of these trade shows is to build relationships and relationships cannot be established without introductions. The trade show booth is supposed to be designed in a way that catches the visitor’s eyes and makes them want to approach it and see what it is that is going on there. Displays with great graphics, product placement and prominently displayed logos are often enough to create a professional and noticeable presence at a trade show. But sometimes displays with moving parts and sound and lighting effects are required to create the storm that a company is looking for.