Investing in a trade show strategy requires a significant amount of effort in order to optimize the results. The rewards are definitely worth it with billions of dollars of business transacted at trade shows or with customers who initiated contact at an event. In this respect, the difference between cost and value ought to be appreciated – the business decision should be made based on the value to you that exhibiting brings, not the cost of doing so. Still, you must ensure that the return on investment (ROI) stands up to scrutiny, so before you place your trade show display order, take a moment to consider these points.

Make an Impression

Trade shows are busy events, typically very noisy and bustling – imagine a crowded mall the day before Christmas and you have the idea. You only have fractions of a second to make an impression on attendees and it is vital that you are able to stand out from the crowd.

Pitch your exhibition booth at the target market you are looking to attract – if you are after the hip and cool market, make sure your display appeals to that segment of the market, but if you want the silver foxes, pictures of bikini babes and bronzed young things is probably not appropriate.

Expected Life

Just as with any asset, you should consider how long you expect the display to last. Today, most displays are very durable but the fashion or style which they may be can very well be out of date a whole lot quicker.

For maximum durability, choose one which is made from high quality materials and especially uses a lightweight, aluminum frame and a fire-rated fabric which can be machine-washed.

High Quality Graphics

Graphics are a prerequisite for attracting attention – you must make an impression with your display. Today, it is relatively straight forward to integrate fully customized graphics and photographs into your trade show display. It is also simple to source a display which allows for frequent and fast changes of graphic and display materials to meet multiple needs and situations.

ROI & Cost of Ownership

Maximizing ROI is the name of the game and especially with the economic constraints we are currently subjected to, it is even more vital that we squeeze all the value from our cost base. Consider not only the entry cost associated with your trade show display but the continuing costs of ownership. To minimize operating costs, look for lightweight and durable aluminum framed displays – these require the least amount of effort in terms of logistics and maintenance and are exceptionally easy to store and maintain.

Future Enhancement & Expandability

Once you have entered the trade show market, you will quickly learn just what a powerful marketing and selling strategy it is. It is almost inevitable that you will look to increase your exposure and usually that means expanding the space you take or up scaling the booth with more accessories and enhancements. Make your purchasing decision based upon how well the display you are buying can be scaled up to meet future requirements.

Author Bio: Rena Patton is the president of ExhibitWholesale, a leading provider of trade show displays and accessories such as pop-up displays and banner stands. ExhibitWholesale can be found online at: ExhibitWholesale.com .

Category: Advice
Keywords: trade show hints, trade shows, trade show, about trade shows, trade show rental costs