Trade show displays have long since established themselves as a viable marketing means for businesses in virtually every industry. Offering companies countless opportunities to network, generate leads and even size up some of the competition at work throughout the convention.

While the credibility of tradeshow displays is certainly not in question, many business leaders often struggle with determining if investing in these promotional exhibits makes sense for their specific organization. If your manager has tasked you and your team with managing the trade show displays initiatives, fret not. Carefully considering the following three items can help get you on the road to make some important, informed decisions.

Important Considerations For Trade Show Displays And Events

When outlining the details for your tradeshow displays and marketing convention investment, it’s important to always stay focused on the following:

Consider Your Budget: First and foremost, a company’s budget should always remain a priority throughout the decision making process. Tradeshow displays can prove pricy, but it’s important to remember that this is not the only expense that will be incurred. Event participation often has an associated fee, there are employee travel expenses to consider and even accessories for the tradeshow displays themselves such as banners signs, seating options, tradeshow attractions, promotional products, and the many other options available.

In many cases, your business’s trade show displays will be the first and only impression your company gets to make on the meandering crowd. Nothing is worse than becoming a business wallflower at the event. If you can’t spend the money to make a proper impact, it’s better to not move forward. Determining other, less expensive and even free, marketing options may just be the better use of your company’s available funds.

Be Effective, Yet Efficient: Once you’ve determined that your organization can absorb the necessary expenses and fees associated with trade show displays, it’s imperative to use the appropriated funds wisely. As previously mentioned, your company booth is the most powerful weapon you’ll wield at these marketing events – it’s critical that your final exhibit not only properly represents your business, but also packs one major promotional wallop as well.

Partner with a professional design team that will create a customized final product complete with your business brand, logo, color scheme and any additional relevant graphics and product pictures. A reputable design firm will also help your business maintain a clear marketing message as well. While it may feel tempting to go nuts with all the bells and whistles offered on trade show displays, too much will work against you. Opt instead to keep things visually compelling, but neat and uncluttered for optimal visitor compulsion.

Pick Appropriate Events: After designing trade show displays, selecting the best marketing events for your business to participate in can play a major role in your company’s overall success. Remember, every event can bring a hefty price tag, so it’s important to selectively choose which ones will yield the best ROI. Check out which conventions your competition participates in regularly as an initial benchmark. Also, for events you are unfamiliar with send one or two employees as attendees first. Buying a few function passes will prove significantly cheaper than exhibiting and will give your staff members an opportunity to meet, mingle and determine the relevance of future attendance.

About the author

Jonathan Edelman is a trade show marketing consultant with more than a decade of experience in the trade show and conference marketing arena. Jonathan is the founder of Promotion Store, an online ad specialties store offering more than 750,000 imprintable tradeshow giveaway items. Edelman is also the founder of the premier trade show vendors directory Trade Show Vendors.com.