Trade Show Exhibit 101: How to Create the Booth of Your Dreams

August 30, 2016

In your mind, what does the perfect trade show exhibit look like? Does it have sweeping banners baring your company’s branding? Does it boast a coffee bar or water feature that leaves attendees feeling at home? Or does it include all of these features, plus a few more that stop trade show attendees in their tracks?

Whatever’s included in the exhibition booth design of your dreams, building it starts with a proper foundation. On average, 4 out of 5 trade show attendees have buying authority. That means you can’t afford to have any missing pieces in your trade show display (it could cost you).

The anatomy of a successful exhibit breaks down into 9 essential elements. Together, they ensure your booth’s form and function work in perfect synergy.

Let’s take a closer looks at these elements and how they help create the best booth possible.


#1. Meeting Areas 


For many exhibitors, meeting with prospective customers is paramount to almost everything else. The size and placement of these areas matter. Do you need privacy? Room for a demonstration? Make sure above all that your attendees are comfortable.


#2. Smart Storage


Practicality, discreetness, and organization are the three bullets to consider when designing storage solutions. Keep valuable equipment and other non-essential materials safe and out of the way. It will go a long way to make your space look inviting.


#3. Interactive Content


Engage your audience above and beyond expectations. Integrating interactive content like quizzes, games, and animations can instantly enhance attendees’ experiences at your booth. Interactive content is also a great way to break the ice!


#4. Promotional Materials and Giveaways


As the tides are increasingly moving toward digital, promotional materials and giveaways are still a must-have for your trade show exhibit. Here’s an idea: Get your company’s central message across to attendees using digital content at your booth, then send them off with a promotional material to extend their experience. The best giveaways make it back to your visitor’s desks, provide value to your attendees, and represent your brand.


#5. Audio & Video Content


Keep it short, keep it simple, keep it educational. Audio and video content has more draw than slideshows. It’s also an invaluable tool to communicate both your brand’s identity and key messaging.


#6. Data Capture


Capturing lead information from your target audience should be quick and straightforward. This is another opportunity in which interactive media dovetails nicely. Consider using laptops, tablets, or other digital hubs to capture important audience data.


#7. Rock Star Staff


Your booth’s staff carries a heavy weight. They need to be knowledgeable of your product or service, enthusiastic, and properly trained to communicate your brand’s key messages. Spend the time to brief them correctly – it could make or break your exhibit’s success.


#8. Color


The colors incorporated in your exhibit are essential for communicating your brand’s identity. However, they also play an important role in the psychology of your audience’s buying behavior. Every detail counts.


#9. 360° Branding


From every angle, perspective, and position, your exhibition booth design should unmistakably be an extension of your brand. Your graphic design is key to making a lasting impression on your target audience.

Building a successful trade show exhibit is both an art and a science. Understanding these essential elements is the first step toward that end, but there’s still more to know. Take a look at how we’ve put these principles into our own trade show booth designs here.