10. BLANK CANVAS
Your company’s tradeshow booth is a blank canvas for your message. Create an exhibit that captures your company’s character and personality while also meeting physical needs and hitting budgets.
9. SPEC SHEET
The exhibit spec sheet should be drafted before the first meeting with the exhibit design firm. It outlines who the audience will be, whether the audience changes from one show to the next, and what branding objectives are being targeted.
8. DESIGN PICK-UP MEETING
This face-to-face meeting reviews the spec sheet criteria with the design team. With a challenge to create a 3-D identity for your company, the effort needs to be personalized and hands-on, like custom-building a home.
7. THINK LONG TERM
Lay everything on the table, from the look and feel you’re after to the amount of reception space required.
6. BE HONEST
Approach the exhibit designers as business partners and work with them as an extension of your own marketing team. If you bring several design firms in on a competitive bid, tell them your budget.
5. LATERAL MARKETING
Look for ways to promote your company before, during and after the show. The exhibit design firm you partner with should be able to guide you in this area.
4. TURNKEY IS KEY
Work with your exhibit design firm to handle the management and logistics of your show services, booth set up and dismantle. What you pay in service fees you get back tenfold in peace of mind.
3. BOOTH PREVIEW
Whether it’s a custom booth or a rental exhibit, make sure that your exhibit designers conduct a walkthrough of the exhibit prior to shipping to the show. You don’t want to be surprised or unprepared on the show floor.
2. POST-SHOW
Take a comprehensive look at your company’s overall show experience. Set up a meeting with your exhibit design firm for a post-show review.
1. NEXT SHOW
It’s never too early to start planning for your next show! Book your exhibit space early and continue to nurture a positive relationship with your exhibit design team, and you’ll benefit.
Jim Burke is a principal and founder of
Elevation Exhibits & Events in Shrewsbury. He can be reached at jburke@elevationee.com.
