Trade Show Strategy: Quality Displays Matter
When you exhibit at a trade show, the quality of your display really matters to increase booth impact. A brilliant concept or a great design will fall flat if the booth is poorly designed, manufactured from inappropriate materials or poorly constructed. Smart exhibitors establish very specific quality criteria before they start to work with a design company on their booth.
How do you define quality?
Quality can be the combination of many factors: design, durable materials, craftsmanship, use of innovative technology, low environmental impact, and so on. Quality is based on your needs, your company’s or organization’s goals and your target customers’ values.
Here are a few things to consider when you develop your exhibit quality criteria.
- Quality Graphic Design
Great graphic design is critical if you want to present your company in the proper light. No matter how much you spend on booth production and construction, if the graphic design is not first rate, it will not matter.
- Specify quality, high-impact materials
You may not be able to specify exact materials for your exhibit but you can require that the materials used are high-impact materials that are suitable to the handling, wear and tear you expect for the exhibit.
- Review sample work to evaluate potential firms
Look at samples of design firms’ work to evaluate each firms production quality and attention to detail.
- Everything in the exhibit deserves consideration
The quality standards should apply to every part of your exhibit: displays, sales collateral, premiums, even the exhibit staff’s apparel.
- Structural integrity
If your booth exhibit incorporates large, constructed elements, make sure that they are properly engineered to eliminate any risk of structural failure.
- Installation and takedown
Poorly managed installation and dismantling can undermine every investment in quality you make. Make sure you have a professional managing both installation and takedown.
- Quality packing and shipping
If your exhibit is poorly packed, it is more likely to be damaged in transit. Think about including quality crates or cases in your budget. With proper packaging, your booth will be properly protected when shipped and you many actually save money in the long run by reducing operating labor costs.