Here you are, with time to think about that upcoming trade show. You’re making a decision whether or not to rent a 20×20 area. Most probably, you are a master of the ten-feet inline booth. So, you know what you’re up to with a significantly larger space: we’re talking about something four times the size of your good old 10×10 friend. Also, the location will be different: aisles on every side, and you’ll have the chance of hanging display hardware overhead: enter the realm of the trade show island. It’s good that you are here, so we can help you make the best informed decision possible.
How to get the best bang for the buck
Yes, you are going for a memorable presence, but bigger is not necessarily better for trade show marketing. The general rule is that a smart design in an eye-catching space is always more productive than a huge exhibit with not much to show. So, the first thing to consider is how to get a perfectly balanced design, in terms of space, hardware and information. The 20 ft. island allows for taller displays and hanging signage, thus increasing visibility. Add custom flooring and access from all sides and you get the chance to attract a lot of people, which sounds like a marketers paradise. However, you’ll need to focus and prioritize your options.
First things first
As we said, your first objective is to achieve a design that is both cohesive and comprehensive. You don’t want to overwhelm your visitors, or to leave them hanging in midair. Tradeoffs start with the staff: as more people will come to your display and stay, you’ll need more and better trained people to cope with that incoming traffic. With more visibility and more room you may get more guests than you can shake a stick at. Staff properly: your final goal here is to get qualified business leads, and not merely entertain the audience.
Taglines and logos
With the clear goal of getting qualified leads in mind, your life should be easier. First, let prospects qualify themselves: have them identify and relate with your brand effectively through a great tagline. A tagline not only differentiates your company and product from competitors; it also connects with prospects at an emotional level. Make it explain the intrinsic value of your products or services. Keep it short and sweet, but catchy and relatable: convey an interesting and positive message in 3-6 strong words.
With the footprint expansion comes an increase in the regulated height you may use. So, make your message come across loud and clear by hanging banners over your booth. They are an exceptional tool to be seen from a distance, as they can’t be blocked by people or other stands. Keep them consistent, legible and clean: in one word, harmony is the name of your game. However, motion attracts attention, and there are motorized devices you can use to add rotation to the many size and shape options for hanging signs.
Keep your message visible
People don’t usually walk looking up, so don’t assume your hanging sign will take care of it all. Once they’ve come to your booth, target all important messaging to be at eye-level. To overbrand in the heights of your island is nothing but a temptation; keep the key stuff where it can easily be seen and read. Also keep in mind that too much overhead might be simply too extreme and look heavy.
The backwall: An entirely optional element in an island, a backwall may serve different functions, like redirecting traffic or framing the space; even blocking the sight of competitors. But not having it could also be an advantage in terms of accessibility and engagement.
Digital signage: When you need to display many different ideas, its is better to present them dynamically using video. Be aware of the colors in it to maintain balance with your static graphics. You can also transform your presentation into an interactive experience by adding touch devices. Kiosks and open presentation spaces will also help you in keeping visitors engaged while your staff takes control. They can even serve as a hook for reeling in hesitant prospects.
Meeting spaces: Make your visitors comfortable and chatty by adding furniture or divisions to create demo spaces or lounges. A place to meet and greet is extremely productive. Reception areas are a particularly profitable investment, since prospects already expect to get information and guidance there.
Shapes, color and light: How you have orchestrated the display by organizing these elements will determine the audience response. Use clean and simple graphics that are relevant and appealing to communicate who you are. A smart and professional color palette should resonate with your prospect’s emotions, while the nuances of the lighting create an atmosphere and accentuate your strong points.
Flooring: It is not just about covering the gray concrete slab or worn out felt pads; a branded and color-matched flooring creates a frame to your exhibit. And, a rest for tired feet is more than welcome, so people will want to stay longer. Use smart cues like QR codes in a visible place to take full advantage of every inch of floor you pay for.
The portable systems alternative
A custom-made booth can be simply spectacular, but a portable modular solution offers you the chance to reuse and stretch your budget. Portable displays can be updated easily with new graphics or accessories to fit future opportunities in your event marketing calendar. And of course, a large modular setup will easily be relocated into any smaller booth.
A 20×20 island paradise is your chance to transform your brand or product into an inspirational beacon. In the words of Seth Godin, a brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Are you ready to change your exhibiting world? Contact our trade show experts now! Chat with us or call (888) 484 3344 to get free advice!
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