Trade Show Fixtures Support Image and Sales Requirements

Trade show fixtures are integral to the image, functionality and appeal of your exhibit. The quality and style of your countertops, literature racks, lecterns, furniture, writing surfaces and other booth accessories must superbly coordinate with your booth design and reflect your product reputation.

Of course, trade show fixtures must also have utility. If selected, designed and arranged properly, fixtures can help staff more effectively meet with prospects, give product demonstrations, utilize visual aids, and perform other sales activities.

So, how do you strike a balance between look, function and cost for your trade show fixtures? Your best strategy is to begin thinking about trade show fixtures and other necessities during the initial development stages of your exhibit design and show strategy.

Spend as much time upfront as possible with your booth designer to discuss your sales and marketing objectives. Explain your product positioning, what you do, the benefits you deliver, and your competitive points of difference. Confirm that you have a clear understanding and agreement on your product positioning and exhibit goals.

Then, thoroughly discuss and detail your booth requirements, trade show fixtures and accessories, including the following:

 

Space requirements based on what you want to accomplish, your budget, and the shows you plan to attend
 

What you expect of your representatives when they work the booth (i.e. meet and greet prospects, review product benefits, show product demonstrations, etc.)
 

How you plan to promote your products at the booth such as doing live product demonstrations, audio-visual presentations, interactive activities, etc.
 

Type of giveaways or entertainment you plan to have at each show
 

Invited speakers, company executives, or other presenters who will give talks at the booth
 

Storage requirements
 

Type of literature you will be using and how you want to display it.
 

Portability and shipping needs

Once you have identified your booth requirements, discuss your budget and how you want to allocate it towards each area of your exhibit.

An experienced booth designer will be able to offer ideas and present solutions on how to make the best use of your allocated funds, including developing high-impact signage, graphics, and displays -- as well as using fixtures and accessories to your advantage.

This article was written by Jules Sowder, an executive marketing advisor with 20-years of experience developing strategic marketing and sales solutions for large corporations, start-up companies, and small businesses. She also has a resource web site to help marketers and trade show exhibitors maximize marketing and sales effectiveness: http://www.Trade-Show-Advisor.com