Tradeshow Display Booths

Counter space items, display lighting, and pop-up exhibits, can increase the success of a tradeshow booth.

Display booths have to standout and draw attention in a positive way. This presents a unique challenge: how do you attract attention in a room where hundreds of others are attempting the same thing and do it without annoying the very people you trying to attract? What is too much glitz and what's not enough? I have seen many tradeshow booths that have faced this quandary, some worked and some failed.

I have been both an attendee and a participant at numerous conventions and tradeshows. I am always amazed at the variety of display booths that I have encountered, and the many gimmicks that they have come up with just to draw attention, form televisions playing college bowl game to scantly clad women modeling latex surgical gloves. To this day, the correlation between the women and the gloves escapes me.

Counter space items, display lighting, and pop-up exhibits, can increase the success of a tradeshow booth. Plane booths with no signage just a representative sitting at a table are the booths that I quickly passed by. You have to have some sort of signage, lighting, and display in order to attract attention. Once at a Science Fiction convention, I immediately noticed the large booths erected by well-known, retail bookstores, publishers, and authors. Here was a fine example of how to and how not to set up a display booth. One publisher had their booth so packed with displays, books, and giveaways that not an inch of space was left uncovered. It
seemed that every book they had published was on display, along with photos of all their authors. Sitting on the floor were boxes of more books, bookmarks, reading lights and lap trays. With so many books, poster, and paraphernalia the booth was cramped, and the multiply colors from so many book jammed together actually made it confusing. Though this was one of my favorite publishing houses, it was impossible for me to focus, and I ended up leaving without purchasing anything. This booth tried to have everything, and their attempt accomplished nothing.

A few display booths away from this, was another publishing house, which had the same items as the other booth. However, this booth was different, they had their items well spaced, coordinated, and they used wall racks which made it easier to brows. The representative had a clip book with him and any book that they had sold out of, you could still purchase it, and they would ship you the book free of charge. By having a limited selection and offering free shipment, this publishing house was able to plan a booth that people were able to enjoy. During the entire convention, this booth was always packed and on the last day, they had completely sold out of
books, but were still taking orders. You can find ideas on the Internet on how to set up your display booth.

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