There are many people that think that trade show booths are a way to advertise that is often not even looked at by the general population. Those in business, however, know that a trade show booth is an opportunity to meet directly with customers or clientele that has personal purchasing power, a sign that trade show booths have direct impacts for companies.
There are many statistics that state how much trade shows are considered important within companies:
- 47% of exhibitors said they value the ability to meet with a variety of players face-to-face, such as customers, suppliers, re-sellers, etc.
- 51% of exhibitors said they value face-to-face meetings with prospects and customers.
- 81% of trade show display attendees have buying authority, meaning more than 4 out of 5 people walking the aisles are potential customers for exhibitors.
Trade show booths have impacts, whether they are positive impacts of consequential impacts. Printing companies and printing services know this. Trade show booths have the ability to persuade customers to buy their booth’s products or to bypass the booth altogether in exchange for a more interesting and engaging booth.
It is likely that customers of a trade show booth may expect certain things out of a trade show booth. They may expect that signage be engaging with the right color scheme that represents the company, as well as an engaging logo that appeals to a wide audience. The customer might be persuaded further with attractive “in-booth” signage.
There are two types of booths to be considered in this article: the island booth and the inline booth. The island booth is most likely what it sounds like: A booth separate from all the others, “on an island” where all the space can be used for signage. The inline booth is a little bit different.
Inline booths are also called standard or linear booths. They are generally arranged in a straight line and have exhibiting neighbors on the left and right of them, leaving only the front exposed for attendees. Linear booths are most commonly 10 feet (3.05 meters) wide and 10 feet (3.05 meters) deep.
The overall rule of thumb for booth design graphics is that they should be 40% empty space, meaning that almost half of your graphics space should be totally blank. This is important as it gives a more professional appearance to your graphics and enables trade show attendees to see the sign clearly because of the blank space around it.
The marketing departments in companies usually allocate 3% to 6% of their funds to trade show exhibits and general events, but many companies do not have a complete objective for their time spent in a trade show or a trade show booth. One statistic states that:
More than $24 billion is spent annually by U.S. Exhibitors for trade show displays, yet 70% of these exhibitors set no specific objectives for trade shows exhibits. This is a significant statistic, as many companies who lack objectives may possibly find it difficult to attract customers at these events.
Many companies may not know the statistics surrounding signage as well. Generally speaking:
- The value of on-site signage is equal to 24 full-page newspaper ads every year.
- Half of all the customers who enter a business did so because of signage.
- 35% of customers find out about local businesses from seeing its sign while passing.
The value of signage at a trade show is similar to that of a business in that customers who see a certain sign may be more apt to walk into the area where the items are being sold. The printing industry, a printing company, or those with printing machines, can all be said to contributing to a company’s success if the product is good.
Oversized printing is a tool used by companies to get attention to popular items that are on display, either on a rack or on the store floor. Oversized printing means printing a piece of signage that is oversized so that it grabs attention to the merchandise that is being sold. This merchandise either goes unnoticed or is on sale.
Oversized printing works by getting a customer’s attention through text and graphics. Oversized printing has an appeal that is attention-getting and engaging. The customer then can gravitate to this merchandise compared to other merchandise.
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