Creating A Memorable Trade Show Experience
In a fast-paced digitalized world, with an array of platforms to communicate and
engage with prospects, Trade Shows remain a valuable marketing tool for a variety
of businesses in a cornucopia of industries. Trade Shows enable enterprises of
various scales to create collaborative platforms for their industries in order to
endorse and promote their products and services. Hence, they are valuable tools for
both buyers and sellers alike.
What is the purpose of a Trade Show?
Some of the many reasons for choosing to exhibit at a Trade Show include:
● Making Sales - The most important facet of trade show success. Achieving
sales targets during tradeshows is the definition of winning.
● Capturing Leads - Generating enough leads for the marketing funnel is a
must so salespeople have leads to chase.
● Analysing Your Competition - It’s important to know what your competitors
are up to like the technologies they use and the marketing approach they
take.
● Engaging with Existing Customers - It’s important to keep building
relationships with and offering benefits to existing customers as they are more
likely to invest in your new products and services.
● Introducing new Products/Services - Your new products can end up
benefiting both old and new customers. Participating in a tradeshow will give
you a better idea of the right customers for your new offerings.
● Account-based Marketing - Going into a tradeshow, with a plan of who
you’d like to speak with can help you create a strategy that’s most likely to

convert them.
● Gathering Feedback - Feedback helps you improve upon your services,
sales and marketing efforts. You could even receive revolutionary feedback
that transforms your activities.
● Spotting Trends - It is important to spot new trends in advance in order to
stay relevant and avoid a one-hit-wonder.
What exactly happens at a Trade Show?
With the participation of a large number of businesses in a tradeshow, it can be
difficult to convert the received and collected information into a concrete decision.
This is why most tradeshows organize breakout sessions for networking and for
creating value for visitors.
Most tradeshows engage in this through:
1. Workshops - Discussions and activities revolving around an industry theme
or topic.
2. Breakout sessions - Usually conducted within a workshop, with smaller
teams discussing smaller themes and comparing ideas.
3. Media opportunities - These come at an extra cost, but a little bit of extra
promotion can go a long way and get you some media attention and increase
interest.
4. Networking events - These are put together by certain trade shows and
trade show partners for networking either during or after events.
5. Awards - Some trade shows also honour people who have completed a
particular time period of service in the industry, and those that have achieved
great things.
6. Speakers - These speakers are usually people with a lot of industry
knowledge or a unique take on a particular subject and can pull large crowds
of people if they’re popular.
Creating a Memorable Trade Show Booth Design
The most creatively designed trade show booths - usually by a creative branding
agency - are normally the most popular ones at the event. They tend to see a large
number of visitors, generate a good number of leads, and have the biggest impact
on Social Media.
As the competition increases and more and more complex booth designs are made,
you will need to work harder and be smarter to find an edge that will draw crowds.
Some important design tips to make a bigger impact are:

1. Make it interactive
Using tactile, multisensory, 3d Installations in your exhibition booth creates a
more lasting image of your brand in the visitor’s mind. It is easier for the
visitors to create an association with the brand when they have active
engagement opportunities.
2. Accurate placement of messaging is the key to Client Awareness
You will have to ensure that your key messaging is easily legible by placing it
such that it is in the cone of vision of the visitor. The content should be short,
crisp and shouldn't exceed the attention span of a person who has visited
several booths before yours.
3. Use the rule of ‘Less is More’
You should make good use of empty and negative spaces in your space
design as well as graphics to maintain a visual balance and keep your booth
clean and inviting. Too many elements can create visual clutter and create
instant disinterest and confusion.
4. Quality of your booth is the reflection of your brand
High resolution images,material and lighting quality are some of the most
crucial points to keep in mind while executing your stall. The colours, material,
images, structural elements should all be precise and relevant to your brand.
5. Keep the focus on your brand
The structure as well as the graphics should have a reflection of your brand.
Each element should be inspired by the visual equity and desired perception
of your brand. The booth should have consistent branding to make your booth
easy to locate and identify.
6. Lighting and highlighting
Using the correct amount of lighting to highlight and accentuate the important
elements of your stall is very important. Precise lighting can bring out the
‘wow’ element in the stall design and make your stall instantly stand out.
Conclusion
There are a number of factors that go into making a memorable trade show
experience - something that can only be done successfully by an experienced
exhibition stand design agency.
Connect with INSpaces for all your international exhibition stall design,spatial
branding and corporate office branding needs. INSpaces is a division of Interics

Designs - a multi-disciplinary creative design agency in India - with extensive
experience in Brand Strategy, Brand Image Building, Graphic Design, and
Environment Branding.
With decades of operations under its belt, INSpaces - an accomplished exhibition
stall design agency - has the proven expertise and a storied track record in office
branding, brand experience centres, tech centres and other space design jobs.
When it comes to environmental graphic design, we are the corporate branding
agency that executes projects to transform your office premises into a physical
manifestation of your brand. This ensures that when employees and visitors enter,
they walk through your brand. With a strong blend of graphic design, interactive
design and 3D design, INSpaces uses the complete package to tell a story that
extends and elevates your brand experience and engenders a distinct, impressive
and inviting experience.
Have a look at INSpaces’ formidable portfolio at www.smartexhibitiondesign.com.