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Display Planning Checklist
By Ron Adler
So youve made it through the Trade Show Planning & Budgeting phase, and now youre ready to Create a Winning Display! So where do you start? Before you can determine what your booth should look like, you need to think through all of the factors at play. The Display Planning Checklist below is a good way to get you started, and can put you well ahead of the game when you sit down with your display designer.
Set Your Budget.
Before you can dream up all of the flash that will stop a trade show attendee in their tracks, you have to know your budget. (Refer back to Budgeting for Trade Show Success from our last issue.) Once you know what you can spend on the physical display and display design, you can move ahead with exploring your options. When working with your display designer, be sure to communicate your budget and expectations.
Determine Booth Location.
Knowing your show and your booth location is important when laying out the strategy for booth design. Is your location an island - meaning show attendees will be viewing it from all sides - or does it back up against pipe and drape? Is your booth near an entrance, near a food court, or sandwiched in between a row of competitors? All of these factors will help determine the direction of your booth layout and design. Be sure and let your display designer know your location, and work with them on how people will move through your booth at the show.
Know Your Target Audience.
Because youve done your homework in choosing the right show, you know your target audience. So what will make them respond to your booth positively? What will make them stop and inquire about your products and services? Consider things like the overall theme of the show or conference, how much time show attendees will have on the show floor, and what attendees want or need to take away from the show. When working with your display designer, be sure and tell them who your target audience is so that they can design a display that appeals to them.
Do Your Product Research.
Now that you know what you want to spend, where your booth will be at the show, and whom you want to 'wow', youre ready to start exploring your options. The trade show industry is constantly developing new product innovations. In fact, trade show giants like Nimlok and Nomadic introduce dozens of new products each year. So before you set your mind on a particular type of display, explore new product innovations. Give your display vendor your budget and let them go to work.
About the Author: Ron Adler has been working in the exhibit industry with Adler Display (www.adlerdisplay.com) for over 30 years. Ron has designed and created some of the most unique and creative displays in the mid-Atlantic region including several Visitor Centers in Maryland as well as dozens of exhibits for museums and hospitals throughout the United States.
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