Why is the booth design important?

Are you going to participate in a trade fair and need to rent an exhibitor booth for your brand?

There are different types of booths and prices for all wallets. The level of customization will depend on many factors, namely endogenous factors (budget, client ideas) and exogenous factors (time to production, material, design, etc.).

Generally speaking, our clients already have an idea of what they want in their minds. However, it is with the help of our experienced professionals in this type of event that result in very positive outcomes.

Put yourself in the fair visitor shoes.

Visiting a fair can be exhausting. Depending on its size, a fair can have thousands of exhibitors and kilometres of exhibition. A visitor has a limited time to visit companies and do business.

Visiting a booth and spending time with the people representing doesn’t guarantee a positive outcome of the conversation. Remember your booth representatives are not robots and there is no 100% efficiency in all conversations.

How do the visitors of the fair choose the booths where they’ll dedicate quality time? How many quality conversations will they have?

When visiting a fair, participants already have in their minds some of the companies they want to interact with, however, in addition to the list they carry, they are open to visit other booths that stand out in the crowd.

Standing out at a fair is not an easy task, especially if the fair is large and dedicated to a single sector, where all your competitors are.

The booth design plays a leading role in the success of the action, and that's why we highlight 3 topics that you should keep in mind when developing the booth design.

Although it seems obvious, many exhibitors end up neglecting this objective. If you go to a fair and look closely, possibly very few exhibitors attract your attention. Many of them blend into the crowd, with the misconception of having a more corporate design. This is a mistake, because if the visitors are not attracted to your booth, they will not make the decision to stop to have a conversation and discover what you have to offer.

The first impression is the most important. When arriving at a fair, the visitor is overwhelmed by the number of people circulating and the number of existing booths. In the midst of so much noise, it is important to capture the visitor's attention.

In this stage, it is the image and design of your booth that attracts the visitor. It is the physical characteristics of the booth that capture the eye and hold their attention.

All the physical elements of the booth's design must communicate to the ideal customer. Its objective is to attract visitors who have common interests and goals and increase the number of quality conversations during the fair.

What are your products or services?

Many companies choose not to directly show what their market is, what they produce or sell. Put yourself back in the visitor's shoes: you're in the middle of a fair with hundreds of booths and people, you see a booth that doesn’t show what they sell, what decision do you make? Do you get curious and try to find out which products they sell, or do you immediately lose interest? This is a risk you should not take, as there are many booths to visit.

Remember: if your booth only attracts interested parties, you won't spend unnecessary time with visitors who won't add value to you. Show what you sell, clearly. What is obvious to you is not obvious to others.

Your booth design should provide a reason for the visitor to stop.

What sets you apart from the competition? Why do people do business with you?

As we said in the previous point, the visitor must immediately understand your purpose and what you sell. If they notice, they won't spend unnecessary time on you and that's what you should focus on.

Consider to create a design that attracts the right customer and drives away visitors who will not add value to you. Remember that trade shows are one of the most powerful marketing tools your business can use, as there are thousands of opportunities to find your potential customers!