A trade show exhibit consists of the physical screens or banners used to fill a temporary stall or booth at a trade fair or convention. The displays can vary in size, cost and complexity, but all are designed to visually represent a specific interest. Companies typically rent exhibit space from show organizers and then, design trade show exhibits to attract the attention of visitors and attendees at the trade show. Trade show displays usually use bold images and catch phrases, in an attempt to lure attendees to their exhibit space, so that they can give a sales pitch or hand out brochures. Table covers are also used to display the logo of a company. Usually, a table top display is just like an exhibit, except that it fits on the top of a table. Other displays used are directors chairs because the logos can be silk screened onto them.
As you probably guessed, the key to great trade show exhibits is marketing. Since marketing is an inexact science that leaves room for errors, you have to learn to avoid mistakes and increase your chances for a successful trade show exhibit.
In order to make the trade shows a powerful dimension in your company's overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Knowing and understanding exactly what you wish to achieve, will help you to increase the market share of your company, or when you want to introduce new products into existing markets, or even when you promote your newly launched products.
Trade shows require a lot of work and effort to be successful. But in the end, your trade show success is dependent on how much effort you put into it.
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