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Tradeshow displays: what makes them work

May 01 2005  • 
Four easy tips guaranteed to improve your tradeshow displays.
  1. Tradeshow displays don't sell stuff. The job of the display is to make people stop so that you can sell stuff.

  2. Sucker punches work. Show attendees something so different and so to-the-point that they will have no choice but to slow down or stop. Here is a trick for differentiation:
Draw two columns on a sheet of paper. Title the left column "My Display" and the right column "Their Displays." Under "My Display," list all the things you might put on your tradeshow display. Then, under "Their Displays," list of all the things your competitors will put on their displays. Now, see if you have a significant point of differentiation.
  1. Tradeshow displays are not brochures. People can't take your tradeshow display home, and they will not spend time with it like they can with a brochure. You have about two seconds to make your impression and stop traffic. The trick is delivering a compelling five-word message. Tougher yet: a one-word message.

  2. Clarity versus clutter. Have a clean, dynamic, organized display with a clear message. 
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