Our team observed several booths at a recent trade show and noticed some effective strategies. Small booths can stand out through well-designed graphics and minimal clutter. Unique brand colors that are uncommon in an industry help draw attention. Interactive product demonstrations and technology like VR help engage attendees. Creating an exclusive experience makes attendees feel special. Professional photography, even of small products, is important to attract visitors. White space and simple messaging can be more noticeable than crowded graphics. Appealing to multiple senses through sights, sounds, and activities engages people. Bold designs ensure your message is communicated clearly. Creative booth structures and integrated graphics promote brands in memorable ways.

1. Every year, our clients attended dozens of trade shows.
Here are some observations our team had from a recent show.
TRADE SHOW
BOOTH
OBSERVATIONS
2019

2. WORK SMALL
BOOTHS HARD
Smaller inline booths can still make an
impact when the structure is designed to fit
the space, the graphics are done well, and
clutter is kept to a minimum.

6. EMBRACE UNIQUE
BRAND COLORS
Pay attention to what brand colors are
most popular in your industry. If you have
a unique color within your brand, highlight
it to help break through the clutter.

7. Yellow is a relatively uncommon color in this
industry, so large blocks of yellow help capture
attention and draw eyes to the images and text.

8. Here’s a good use of standout color on the carpet
itself. The banner also describes the company for the
attendees unfamiliar with the brand.

9. Orange isn’t a commonly used color either; this
design also includes a branded pattern created
with the logo mark.

10. Uber Eat’s heavy use of black and the backlit
letters created a modern and unique
presence.

11. LET YOUR
PRODUCT DOTHE
WORK
Working demonstrations and comparisons
of products invite aisle traffic to get
hands-on with equipment in the booth.

12. Interesting product demonstrations (both by booth
staff and automated) allow users to experience
how the products can solve problems firsthand.

15. GO BIG
Unable to draw a crowd
with the size of your product?
What can you do to get attention?

16. A vehicle – fake or real – is always an interesting
way to get attention, especially for a non-tangible
product or service.

17. Try a large blow-up version of your product to
get noticed.

19. Designate an area or post a schedule for
thought leadership discussions/sessions.
PUT THOUGHT LEADERSHIP
ON DISPLAY

21. DRAW PEOPLE IN
(AND KEEPTHEM)
WITHTECHNOLOGY
Get attendee’s attention with
technology: the more interactive the
better.

22. Screens with animation can demonstrate the
product and communicate key selling points, even
when a salesperson is unavailable.

23. Use Virtual Reality to tell an immersive 3D story.

24. GET EXCLUSIVE
Find a way to make attendees feel like they
are getting some sort of special treatment.

25. Creating exclusivity with a VIP-only area creates a
premium feel and plays into a key neuromarketing
tenet of “access.”

26. Meeting areas that offer exclusivity can make
attendees feel special.

27. CHOOSE
PHOTOGRAPHY
CAREFULLY
Don’t assume large photos of your product
will do the trick (especially if your product
alone isn’t all that pretty to look at). Choose
unique, striking, professional photography
to help attract attention.

28. “Larger than life” photography can help break
through the clutter and draw attention to an
otherwise small product display.

29. The use of natural elements (plants/wood) and
striking photography, combined with good flow
and areas to sit, made this booth a standout.

30. Entice attendees with mouth-watering
photography.

31. DON'T FEAR
THE WHITE SPACE
In a sea of crowded graphics, sometimes white
space and a simple message can stand out.

32. Using white space and a bold headline made the
exterior of this booth stand out; the interior used
bright murals to encourage sampling.

35. LARGE WALLS,
SIMPLE MESSAGES
Let your message breathe so people have
a chance to take it in. They get so many
messages at a large show that every little
open space helps.

40. SPEAKTO ALL
THE SENSES
Use static displays, video, sound, touch,
smells and taste to capture attention and
tell your story.

41. Enticing images combined with stats, interactive
treat creation and interactive social displays
created a booth that had something for everyone.

43. BE BOLD
This may be the only time you get to
capture an attendee’s attention – don’t
be shy about getting your message
across.

46. CAREFULLY
SELECT BOOTH
STRUCTURES
You don’t have to opt for the same booth
everyone gets – work hard to create a booth
space that will stand out AND fill your
needs.

47. Use transparent surfaces and vinyl lettering to
create a premium look and enclose an area.

48. This booth used dimensionality that was
whimsical, innovative, on brand and stood out on
the show floor.

49. Get creative with your hanging banner.

50. Turn your booth space into a storefront
experience.

51. Candles may be hard to draw attention to, but
the back wall design certainly gives this brand
some appeal.

52. Do you really need solid walls? This brand used
open framing to keep their space accessible.

53. MISCELLANEOUS
IDEAS
Here are a few other booths that
had a successful element or two:

54. Integrated display and graphics create almost
a 3-D infographic.

55. Games, stunts and activities can help drive
engagement, but be sure your talent is properly
trained to support your message and not distract.

56. Keep the product front and center.

57. Sometimes creating a little confusioncan
turn heads.
In a busy booth with many products/demos
happening, a simple depiction of what you offer
might help overwhelmed attendees.

58. Need help with your trade show
presence? For more than 25 years,
VantagePoint Marketing has helped
B2B clients stand out with award-
winning marketing, advertising,
branding, digital and public relations
services.We’d be happy to discuss
your next project with you.
Email Amy to learn more Visit our website