Five Tips for Creating an Inviting Trade Show Space
They say if you build it, they will come. But if you don’t build it right, they’ll leave just as soon.
In the world of trade shows and exhibits, all of us are tasked with playing host. From our fabricators to our sales team, we convene around a strong understanding of what it takes to make people comfortable in an element that, frankly, is foreign to most: the trade show floor.
Recently, we asked around to gather what our team’s learned about creating welcoming spaces that give guests a reason to stay. Here’s what they shared…
Consider the long game
Ideal exhibits are built to be experienced at every distance. From the person that’s scanning the floor at a distance to the person engaging up close with your product demo, leave no stone unturned.
That doesn’t necessarily mean bigger is better. While high-visibility branding is integral, subtleties pay dividends. Human touches like greenery, natural transitions, and accessibility features are part and parcel to a memorable experience.
It’s about atmosphere
For lack of a more scientific term, you’re not just creating a space—you’re creating a vibe.
The same way you know a good back patio or barroom when you see one, a good exhibit announces itself with comfortable visuals, well-organized demos, and an appropriate balance of connecting opportunities against open space.
Aim for something easy on the eye and tactfully branded, with just the right amount of interactivity. You don’t want to ask for too much—or too little—from visitors.
The space before the space
Your exhibit starts before anyone steps foot in the convention center. It’s critical to strike a consistent, recognizable tone that carries throughout your experience.
If you’re sending invitations to potential attendees, consider how the branding elements sync to your booth. Are you linking the colorways, typefaces and language? Are you bridging a prior year’s framework with an updated design? It’s worth it to sweat the small stuff—standing out is often as simple as avoiding slip-ups.
Design in motion
While they call it foot traffic, few of your visitors will ever be at standstill. Most attendees won’t spend much more than 10 minutes in your space, and much of that will be spent browsing and assessing.
We encourage clients to look at their booths in a dynamic, energetic light. Think about design elements that can be viewed and grasped quickly, or consultation spaces that allow for sitting, standing, and roaming.
Leave a (single) mark
There’s nothing gimmicky about a photo booth, prize wheel, or free food. There IS something gimmicky about a photo booth, prize wheel, AND free food. Too much is, well, too much.
Don’t be scared to lean into specialized, exciting experiences for your guests to help keep your brand or product at the front of their memory bank. Do, however, be mindful of your volume. Avoid inundating your audience with too many opportunities to win, engage, or provide a lead. Instead, lead them toward a single lasting impression that’s more likely to set your exhibit apart.
Come On In and Stay Awhile…
There are trade show booths that invite guests in, and spaces that are each to walk right past. At Triple20, we’re in the business of being Precision Worldbuilders, creating memorable trade show booths and in-person activation experiences that draw customers in and hold their attention.
The five tips above are just the beginning. If you want to create an experience that is magnetic at your next show, let’s talk about how we can weave these tips into the design of your brand’s custom world – a world that will open doors for growth and connection.