Are Trade Show Displays Essential?

Very often when walking through a trade show I hear exhibitors utter the fallacy “we don’t need a display” or “a display won’t help us”. Another misconception I hear frequently is “a nice trade show display or exhibit will sell my products for me”.

Let’s quickly discuss the importance of investing in a trade show display and get a realistic idea of what the display can and if properly designed will do for you. Is it necessary for exhibitors to use a trade show display and professional graphics?

The main purpose of a trade show display is to GRAB the ATTENTION of the show attendees. Think of a packed show floor with aisles of ten feet booths, and remember that it takes the average person 3.8 seconds to walk ten feet. Now, in that 3.8 seconds, how do you plan to get an attendee to notice you, rather than your neighbor? What are you going to do to make them STOP and talk to YOU.

A professionally designed trade show display is meant to tell an attendee (hopefully your prospect) a few things about your company:

  • Who you are
  • What you do
  • Why they should do business with you.

If you are busy (and hopefully you are) people need to see at a glance why they need to wait to speak with you or at least take information about your company. Your graphics and your booth should be captivating, comfortable and convey your message. Your trade show booth is an extension of your company, it is important to remember to treat it as such.

DJ Hecks (

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