For many businesses, a trade show can offer a simple and convenient way to target relevant buyers. When attending a trade show, the greatest challenge can be rising above the visual roar of neighboring booths. You need to convey your message forcefully and effectively in just the few seconds that someone spends walking by your trade show booth. Portable trade show displays offer a cost-effective way to make such a statement. Portable exhibits, as their name suggests, can be packed into cases that can be checked onto airlines or transported via standard ground shipping services.
In some cases, this portability allows you to bring in and set up the displays on your own, avoiding the added complexity and expense of professional movers and builders. Of course you'll have to be aware of varying union rules: many halls require that union laborer be used to transport trade show booths and equipment.
With a few simple additions to highlight your company name and products, the right trade show booth can create a lasting first impression.
This Buyer's Guide will help you understand the various types of trade show booths and how much you should expect to spend, as well as provide some tips on how to be a more successful trade show exhibitor. You can also instantly compare the different displays trade show providers offer to see what your options are.
Choosing a trade show equipment vendor
Trade Show Displays Buyer's Guide
A good trade show equipment vendor will act like a consultant - look for a dealer who asks questions. They'll consider your goals, your travel and setup requirements, and the type of product you are promoting. From that conversation, they should be able to recommend a specific type of display.Then they'll work with you on the design - colors, fabrics, and extras, along with any signs and graphics you need. If you need help with this step, be sure to ask the vendor if they can provide graphic design services. Not all do - but most will be able to recommend a graphic designer if they can't do it in-house.
One nice extra to look for in a trade show equipment vendor is the ability to create a 3-D computer model of your booth. That way, you can see how the colors and graphics you chose work together before they are actually printed.
Types of trade show equipment vendors
There are two types of vendors you should be aware of. Most take pre-built display systems - pop-up, panel, and all the other types discussed here - and customize them with graphics and other accessories. However, for companies with more specific trade show display requirements, there are custom exhibit booth builders who will design a display system with you and build it from scratch. These types of booths are much more expensive and are usually only purchased by larger companies who attend trade shows regularly.
Trade show equipment is sold by vendors and directly from manufacturers. Working with dealers lets you make direct comparisons, because they typically carry models from multiple manufacturers.
Manufacturers and custom booth builders are more likely to be able to make any repairs you need. Resellers of pre-built systems may be able to do simple repairs on-site, but may have to ship your booth to the manufacturer or other repair facility for more significant work. Be sure to ask how the vendor handles repairs, especially in emergency situations.
Different Types of Convention Displays
Trade Show Displays Buyer's Guide
The basic structure of convention displays determines how easy they are to transport and set up. Both pop-up exhibits and panel displays, two of the most common booth designs, are easy to travel with and assemble.Pop-up exhibits consist of accordion-style folding frames that are then covered with magnetic-backed fabric, vinyl, or plastic panels. When expanded and locked in place, they create curved or angled walls that stand on their own and make up the back wall of your booth.
The main strengths of pop-up displays are that they are fairly easy to set up, lightweight, and compact. A 10-foot display can fold into one or two cases, each about the size of a large golf bag, and can weigh as little as 70 pounds altogether. They can support some weight, and so can be used to display small products or sales materials.
The primary downside of pop-ups is that they offer little in the way of size flexibility. Because the frame must be fully opened for stability, you cannot adjust it to fit smaller or larger spaces.
Panel displays consist of fabric-covered rectangular sections that are connected to make a wall. In contrast to pop-ups, a panel display's parts can be arranged in different configurations. This allows companies to use the same convention display for different exhibition spaces. They also tend to be sturdier than pop-ups.
Although they offer more setup flexibility and stability, panel displays are heavier and often require more than one person to assemble.
Other display types run the gamut in terms of portability, price, and ease of assembly:
Pipe and drape displays. These are constructed by draping fabric over a pipework frame. Like frameless displays, pipe and drape are really only useful as backdrops. They aren't really designed to display graphics and cannot support any weight directly.
Tabletop displays. If you don't require a large display, tabletop displays may be a good choice. Usually based on pop-up or panel construction, tabletop displays are much smaller and easier to set up. As their name implies, they simply perch on top of a table. They are handy if you travel quite a bit or need to set up quickly. Briefcase displays are an even smaller version. Keep in mind that the smaller the display, the less it will stand out.
Table covers. A custom-printed table cover can be a good addition to your trade show exhibit, either as a companion to a table-top display, or in conjunction with a larger pop-up or panel display. They are an inexpensive way to get more branding into your exhibit space, and give the added advantage of allowing you to hide supplies and packing materials underneath your table.
Pull-up displays. Basically a window shade in reverse, pull-up displays are a quick way to enhance your trade show booth. Use several together to create a back wall, or one or two free-standing pull-up displays to accent the front of your booth. They are extremely lightweight and very quick to set up.
Custom exhibits. If trade shows are critical to your business, a custom convention displays might be worth the higher cost. By working with an experienced trade show booth designer, you can create a unique booth that fits your company's strengths. Custom exhibits can include components of any of the other types of displays, as well as freestanding pedestals, stages, workspaces, desks, and more. They're usually somewhat flexible, so they can be used in different configurations or sizes, but most often they're designed to be used in larger booth sizes.
A variety of materials can be used to cover convention displays, including plastic and fabric. If you are choosing coverings, keep in mind that heavier carpet-like fabric tends to withstand wear much better than smooth fabrics.
