Going to your first trade show can be a daunting undertaking. Planning the Who, What, When, Where and How can prove to be a larger project than many expect. A trade show is essentially a temporary office space and the tools (furniture, walls, signs, etc) needed to conduct business in this temporary space are trade show display products. Below you will find ten steps that will help you plan your requirements and choose the right trade show display products.

1.) Build a Requirements and Wish List

A Requirement List is the “nuts and bolts� on what needs to happen at the show. This list should include what is needed to interact with your customer or prospect including employees to work the booth space. First state the objective and then the requirements. For example, if you want to demo a feature of your website you need the following.

Computer System
Demo or Computer Stand
Electricity
Internet Access
One employee

A Wish List should include every imaginable concept or idea on how you would like to market/advertise the above requirements. The best way to create this Wish List is to hold a meeting of employees from different teams within the company. Your booth space should incorporate unique experiences so let the creative juices flow. You have complete control over the look of your booth space including temporary back and side walls, flooring, furniture (including tables and chairs) sans any regulations of the show or local laws. Think about these elements as you create the Wish List. Many of these ideas will quickly be deemed impossible, but they will lead to new possibilities. For example, you may wish to hire Hollywood stars to work your booth, but with high-five figure appearance fees it probably won’t work. This idea could lead to a “movie set� display theme or possibly renting costumes to dress up like Hollywood stars.

2.) Estimate Pricing for Valid Wish List Items

Once the Requirements and Wish List has been created rank these by order of preference and contact you trade show display distributor. Discuss these options to determine feasibility as well as price. Feasibility is a very important factor with trade show exhibits. The biggest feasibility challenge is making the exhibit portable and easily transportable. Anything can be built to create a unique selling space at the trade show, but if there isn’t a way to get it to the show what’s the use? Work with your supplier to create alternatives to ideas that just won’t work. Also make sure to include estimates for graphics design. Many displays include the cost of printing a graphic, but not the cost of creating the actual design.

3.) Revise Wish List

Remove any items from the Requirements and Wish Lists that deemed impossible or unaffordable. Re

-rank items based on discussions with supplier.

4.) Determine Display Products

Evaluate which display products fit your needs based of your Requirements, Wish List and Budget.

5.) Start Graphic Design Process

Once the appropriate products have been chosen you now know your trade show graphics requirements. Many companies realized too late that the look they wanted to create wasn’t feasible in a portable trade show display or from a price standpoint. They either have to start over from scratch or modify their design which leads to delays and increased costs. For example, a client designs mural graphics for a curved pop up display that incorporates a projection screen only to learn that the curvature of the display makes it impossible to focus the projected image. The client modifies their choice to a straight pop up display, however, the mural graphics have to be redesigned as they are a different size. This results in going over their graphics design budget.

7.) Proof and Approve Graphics

After designs have been finalized and sent to your supplier make sure to get a proof before printing proceeds. Problems can arise when transferring files like changes in fonts and colors. There are two types of proofs, digital and printed. A digital proof is a scaled down miniature of the graphics that you can view on your computer. This type of proof enables you to approve the overall layout, but not actual printed colors. Many companies have specified Pantone or PMS colors and the only way to approve these is to get an actual printed sample from the actual printer.

8.) Order your Display Products and Graphics.

This step is pretty much self explanatory. Make sure to confirm lead times as well as estimated shipping time.

9.) Receive Display and Check for Damages

When your display arrives take a few moments to check the external boxes, cases and or crates for damage. Notate to the delivery company any visible damages and that if any internal damage exists you will be contacting them. Unpack the display and check for any visible damage. If damage is present immediately call the delivery company and initiate a claim.

10.) Perform Initial Setup

If possible, setup the display immediately after delivery. This can help avoid the following two pitfalls, unseen damages and missing pieces. Assemble anyone at your company who will possibly setup the display and go through the process of setting up and taking down the display one piece at a time. Make sure to train employees on correct setup and dismantle. The second most cause of damage is improper setup and dismantle procedures.

In conclusion, following these steps will make choosing and creating a unique trade show display much easier!