An Interview with Peter LoCascio of Trade Show Consultants

Peter LoCascio, Trade Show ConsultantWe recently had a chance to interview Peter LoCascio of Trade Show Consultants.  Peter has extensive experience in the trade show industry, and we’re sure that the information he shared with us during the interview will give you a unique and insightful perspective on exhibiting. For more information on Peter and the services his company offers, visit his website here.

Can you tell us a little bit about your background and how you formed Trade Show Consultants?

My dad, Joe LoCascio (1912-1988), was a graphic artist in and around New York City and an early pioneer in what today is known as the exhibit business. Starting at the age of 13, I worked weekends and school holidays with my dad at Exhibit Craft, Inc. in Long Island City, N.Y. doing whatever I was asked in any department that needed me. I eventually graduated through the ranks to manage 40 trade shows a year for Olivetti Underwood. Leaving ECI and moving to the client side of the business, I held positions as Corporate Trade Show Exhibits Manager for Sperry UNIVAC, Memorex, and Beckman Instruments.

I created Trade Show Consultants more than 35 years ago to develop strategic and tactical sales and marketing programs for trade show exhibitors, creating a finely tuned culture of service, customer support, and effective sales management. Many of the policies and procedures created to make the most of trade show exhibiting are imprinted on an exhibitor’s service culture and continue to be employed long after the close of the trade show.

Can you tell us about the type of clients that you work with? Sizes?  Industries?

Over the years, Trade Show Consultants has worked with clients from boot-strapped start-ups to Fortune 500 corporations in virtually every industry. The common denominator has always been to help maximize trade show exhibiting results and increase the effectiveness of exhibiting as it relates to pre-determined sales and marketing goals and objectives.

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Creating Dynamic Smaller Exhibits

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.