Trade Show Design & Branding Tips for Maximum Impact

Posted Thursday, February 15, 2018

Planning to exhibit at a trade show this year? Trade shows prove to be excellent venues for companies to promote their products and services, build brand awareness, and engage in face-to-face interactions with potential customers. In this article, we share some tips to consider when planning, designing and executing a successful exhibition.

Design Your Booth Exhibit for Maximum Impact

Define your target audience. What message do you want attendees to get in the first three seconds while visiting your booth? And, what do you want them to remember about your company when the show is over? Do you want them to remember your new product, your competitive advantage, or your company's brand image? Keep it simple and remember to make your display more like a billboard and less like a bulletin board. Visitors should be able to read your message in 15 seconds or less.

Exhibitor Central shares some great questions to ask yourself in order to evaluate the design of your booth for maximum impact.

  • Is your organization name professionally presented and located at the highest possible point in your exhibit?
  • Are your graphics easily read from 10-20 feet away?
  • Is the exhibit theme easily read and presented with memorability in mind?
  • Is the key point in your graphics prominently positioned?
  • Are your tables the right height for the planned activities?
  • Are the video screens/monitors large enough and at the right height for easy viewing?
  • Is the demonstration area large enough for planned activities?
  • Is the lighting adequate for easy viewing of the exhibit?
  • Is there adequate storage space to eliminate a cluttered exhibit?
  • Are the photographs and backlit transparencies easily read from 10-20 feet away?
  • Is there adequate table space for lead-generating activities?
  • Do the graphics and colors attract the eye? Are they pleasing to the senses? Are they memorable?

Incorporating Light & Sound

Utilizing video screens and backlit signage and graphics can increase foot traffic into your space. LED light boxes are eye-catching and can be used to further incorporate the brand messaging. These frames come in a variety of shapes and sizes, and are easy to transport and simply plug into an electrical outlet. Videos and touch screen displays can be used to educate and entertain visitors. They can even act as an additional salesperson manning the booth while others are busy with prospects.

Give Away Something Unique

People love a giveaways and swag. Who doesn’t like freebies? Many show attendees will choose to visit a booth solely based on what they are giving away. Give them something unique. The goal is to make an impact. and extend your brand’s reach beyond the show.

Finding a unique branded promotional item to give away, that fits your target audience, theme or budget, shouldn’t be a problem. (There are over 300,000 unique items and apparel to choose from on our dedicated KDM Branding website alone). Consumables, like candy bars and bottled waters with logoed labels, are very effective. They can make you valuable because of what you can immediately offer them. However, a more useful, non-consumable giveaway can create multiple brand impressions over time, extending your reach.

According to our KDM Branding Solutions expert, Nancy Gullette, branded tote bags can be extremely effective for gaining impressions at trade shows, as many attendees seek these out so they have something to carry all of their freebies and literature in. Additionally, the tote becomes a traveling advertisement as it is seen throughout the entire tradeshow while all the other brand’s promotional products are being stuffed inside it.

According to an Ad Specialty Institute (ASI) Impressions Study, a branded bag generates over 5,700 impressions in the U.S., more than any other promotional item. It stands to reason that the more useful an item is the longer it will be kept. Think t-shirts, beverage tumblers, car chargers, flash drives, etc. The bottom line is that branded promotional products can, and should, create an impact that keeps your company top of mind after the trade show.


KDM P.O.P. Solutions Group is well equipped to assist with all aspects of your trade show needs. In addition to hundreds of ad specialty items from our dedicated KDM Branding site, we can also support the need for other branded booth contents: apparel, table throws, backdrops and hanging sign frames.

Our Print division provides custom graphics and marketing collateral utilizing 25 printing presses. Additionally, our Retail Environments and Creative Design Services teams can design, fabricate and execute custom displays and fixtures for those massive island trade show spaces too! Contact us today to learn more!

Tags: ad specialty , KDM Branding Solutions , trade show

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