Many companies have smaller exhibits, 10’ or 20’ long, that they use solely or have incorporated into their larger trade show exhibit properties. These pop-ups, portable, modular exhibits do not need to cost a lot to make a lasting impression for attendees.

While your company branding and your marketing message should be a priority, you can incorporated features to make your exhibit and your company stand out.

Here are 8 easy tactics to get the biggest bang out of your small booth.

• Graphics – Use fewer and larger graphics for the best impact. Make sure all graphics start no lower than 36” on the backwall for best visibility. Too small and too much text will not be read by attendees, so keep it to a minimum.
• Flow – Even in your smaller booth space, keep your booth open so attendees can enter your booth to be engaged. If you require a reception counter, keep it small. 6’ Tables with chairs placed in front of your booth tend to make attendees stay in the aisle.
• Lighting – According to industry research, lighting can increase awareness of your exhibit by 30% to 50%. Besides spot lights, backlit lighting can also be incorporated into your exhibit.
• Branding – Make sure attendees can see your company name, logo, tag line, etc. Verify they will know within a few seconds what product or service you offer.
• Simplicity – Keep your booth and message clean. Feature only one or two products or message. You don’t want to confuse attendees.
• Colors – Use high-impact colors that will stand out from a distance. Avoid neutral colors that will blend into the background.
• Proportion – Make sure that all pieces in your booth are the correct size for the booth and space. Extra large product kiosks will overwhelm your space.
• Flooring – Keep it simple, yet comfortable for your staffers. You want the attendees to look up at your booth, not to the ground. Keep in mind about wire management needs when adding flooring.

Incorporating these easy steps will help you ensure that your booth with stand out from the others. Your message will be clear and interested attendees will feel welcomed in your space.

Manufactured modular exhibit systems offer a wide range of designs and options.  Typically, the frames and hardware that create each unique exhibit are already manufactured.  Depending on the exhibit design, the pieces are then configured in different ways to create unique exhibits.  Fabricated custom elements can be added as well.  Custom graphics and headers, paper or fabric, are finally added to enhance your company’s branding and marketing message.

Your exhibit company can assist you in your decision to determine if a modular exhibit, a custom exhibit or a combination of both suits your needs and budget.

Over the last several years, modular exhibits are becoming increasingly popular for 10’x20’ and larger exhibits.  Modular exhibit systems also make great exhibit rentals since they can be customized with the client’s branding.

Here is a list of questions to ask the exhibit company if you are considering a modular or custom exhibit.

• Is the exhibit made in the U.S.A.?  What state?
• Are any parts made from recycled materials or recyclable?
• What is the warranty on the exhibit structure?
• Is there lockable storage in the exhibit?
• What is the estimated time for setup and dismantle?
• Will I be able to set up the booth myself?
• Can I utilize any labor for installations or is labor knowledgeable with this system recommended?
• Are setup instructions included?  How much to develop setup instructions?
• Are ladders needed for installation?
• How are wires for lights, monitors, etc. hidden in the structure and front counters?
• Will I be able to see the booth or drape behind the exhibit?
• Is the shipping container(s) wood or molded plastic?  What size is the container(s)?
• Can the exhibit be air freighted?
• What is the weight of the exhibit, graphics, and shipping containers?  (Use to determine drayage costs.)
• How much will it cost to redo the graphics on the exhibit?
• What is the turn-around time for parts if I need to order an item quickly?
• How do I reach the seller during non-working hours in the event of an emergency?
• Will I be able to expand this exhibit if my company decides to purchase larger floor space?

Trade shows, in various forms and venues, have been around since the beginning of time. In medieval times in Europe, produce and craft producers visited towns for trading fairs, to sell and showcase their products and services. Trade shows, as we know them today, became very popular in the 1960s.

The reason to exhibit has always been the same – putting sellers together with buyers. (Be sure to request Exhibit Edge’s “84 Reasons to Exhibit” for additional reasons.)

While the format of trade shows has remained consistent over the last 20 or more years, the increasing cost to exhibit has led to changes in the exhibit product industry. Just less than 5 years ago, trade show exhibits were routinely custom designed and fabricated from plywood and laminates. Fewer exhibits were designed using manufactured exhibit systems. Pop-up (portable) exhibits have always been popular for the 10’ wide spaces and will continue to be as popular.

Today, trade show exhibits have evolved to mostly manufactured exhibit systems with large, high impact graphics and some custom elements. Exhibit companies call this look “Custom Hybrid” or “Custom Modular”.

The graphics are either made out of fabric or the traditional process of graphics mounted on various materials and attached to metal frames. I believe getting your marketing message out to your audience with a great message and image will make your trade show presence more memorable and give you an overall marketing strategy in addition to your collateral, website, etc. When I reflect on the large graphics that we have produced for clients, it’s the elephant trying to slip on a pink high heel shoe or the lady decked out in diamonds and fur that I remember the most.

Manufactured exhibit systems may also assist in the reduction of shipping, drayage (material handling), and labor costs. We will discuss these potential savings next time.