Almost every industry in the United States, and more than a few of them in the world, are going to spend some time every year getting together and showing off what they have to sell to you, as well as what they have to offer to the industry in general. This is an important thing for any business, really, because it not only gives the whole industry a chance to get together and show off together (and to hang out outside of the expo), but it also allows those who purchase your goods a great chance to come on down to the expo and see what it is that you have to offer. For example, you will find, especially at private industry shows, a lot of people who are professionals in the fields related to yours, and they are likely there either in the name of acquiring something (parts, goods, or even equipment) then, or to place orders for something that you will be coming out with soon. Years before it was ever used in a hospital, somewhere at a trade show, there was a trade show booth that was showing off the MRI machine and showing what it could do. Now it’s something that we take for granted, that if you go to a local hospital, they’ll have one, but this is where the purchases are made.
As this is the case, it would behoove you, as a small business, to make sure that you go to these shows yourself. You can find a lot of income and a lot of profit from going to these shows. If nothing else, you can get a lot of publicity for very little money or effort, and that is a great thing to do if you are looking to expand your business in any noticeable way in the future. However, you can’t just sit there with a folding table and a piece of posterboard with your product on it and expect to make money. You can’t even expect to be taken seriously if you do that. This is the business world, not your college thesis presentation, and you need to look professional. You need to spend some time in investing in a decent trade show display, or a few decent trade show displays, so that you can show the people what you have to offer them. Here are just a few things that you should consider when making such a display.
1. The crowd you will encounter
You need to be considerate of the people that you are going to be encountering if you have any desire to actually make any money off of your business, and off of your time at the trade shows. For example, if you are going to be encountering a lot of people from the general public, people not likely to have a lot of knowledge about the business that you are in and the industry that you are working in, using a lot of jargon just isn’t intelligent. On the other hand, if you are going to be presenting to a lot of people who are industry insiders, it is just fine. Consider who you are presenting to.
2. Accessibility of the display
Alright, the display itself needs to be situated so that as many people as possible can see it and take it in. This is a very important part of designing your trade show booth displays, figuring out a way that you can make sure a fair number of people are going to be able to see them and figure out what is going on with them and hopefully being able to read the literature included and all that. If you fail to make it accessible, you’re going to lose out on a lot of attention and publicity.
Most people think it is only an angle for a terrible novel about being part of the seedy underbelly of capitalism, but I can tell you that corporate espionage is a real thing. This being the case, yes, someone might want to steal what you have made, and they may attempt to use it to reverse engineer your product for themselves. This is the exact opposite of what you want to have happen. You have to make sure that your displays aren’t something that people can easily walk off with.
Keep these things in mind when designing your trade show displays, and above all else, be concerned with the customer that you are likely to encounter, and you will do just fine in the long run and at the trade shows you’re going to attend.