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booth, and determine which booth design will actually work best for them based on their needs.


After a booth design has been chosen, Oxenham says that a lot of marketing still needs to be done on the part of the exhibitor prior to a show in order to get attendees to not only come to the trade show, but more important- ly, to visit their booth once they have arrived.


“One way to drive traffic to a trade show booth might be through a product giveaway,” he notes. “Pre-show mailers can be sent out promoting the giveaway, or perhaps a key or puzzle piece can be sent to each potential client. When they bring it with them to the trade show they will visit your booth to see if the key fits a lock or the piece fits the puzzle. If it matches, they win a prize or promo- tion.”


In addition, something as simple as using the right floor- ing can make a big impact when it comes to drawing attention to a trade show booth. “For example,” observes Oxenham, “you could use a lightly colored carpet and suspend a gobo light above your booth that beams your company’s logo onto the floor.”


Adding small touches like this can really enhance the booth while helping to promote the company brand in a unique way.


“Gobo lights, lights in motion and other specialty light- ing can be used to further enhance the trade show booth, but it’s also important not to try to do too much in a small space. That’s one reason why hanging signage can be a great option, because it is up off the floor and


out of the way, yet it still adds to the overall marketing strategy of the booth,” says Oxenham.


Anything that grabs the attention of the attendee is gen- erally a good thing - even if it’s just for 30 seconds. Booth presentations and demonstrations are great ways to attract attention, but it is important to keep their duration under 10 minutes to prevent people from becoming bored or from losing interest.


“Lenticular printing is another eye-catching way to attract attention to the trade show booth,” says Oxenham. This is a type of printing through which an image appears to change as someone moves from one point to another. “Some types of lenticular printing are so fine that a movement of just a fraction of an inch can change the visual image as many as three times.”


He adds that consideration of the physical structure of the exhibit booth is important, as well. “As an exhibitor, you don’t want your booth to be too crowded. It is important not to overstaff your booth, too. As an exam- ple, when you have an island booth, attendees should be able to easily move around all sides of the display.”


By working with a trade show display company that is experienced in combining marketing strategies with brand image and product promotion, exhibitors at trade shows will reap great rewards.


Attracting attendees is an important part of doing busi- ness at a trade show. Proper design of a trade show booth will help exhibitors to establish a consistent mes- sage and ensure that the right people at the show are receiving that message loud and clear.


Trade Show Booth


Mid-Atlantic EVENTS Magazine 39


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