Getting ready for a big trade show can feel overwhelming. We hear from small businesses, marketing managers and even corporate teams who feel like they’re standing at the base of a mountain with no idea how they’ll ever reach the top. Luckily, we’re pretty good guides (and cheerleaders). We know from experience that the secret to building a bark-worthy booth is the same as scaling a fourteener: take it one step at a time.
Ready to design a trade show display that converts visitors into leads? We’re sharing a few secrets to demystify the process and help you stand out. Whether you’re planning a small or large-scale exhibit, these trade show display design fundamentals will guide you to success.
Lesson #1: It’s not a party–it’s business
Let’s be real: trade shows can be fun, but you’re not there for the laughs and the snacks (although snacks are always a bonus). You’re there for a reason. You’re there to win. So, let’s set some clear goals for your trade show display design:
- Connect with the right audience (you know, the ones who are actually interested in what you do)
- Generate fresh leads (what’s a trade show without some new friends?)
- Make sales (cha-ching!)
- Boost brand recognition (because who doesn’t want to be the talk of the event?)
Lesson #2: Invest where it counts
Look, we all love a bargain. But when it comes to your trade show display design, skimping on quality is like buying a knock-off leash for your dog—it’s just going to fall apart when you need it most. Invest in materials that are built to last. We’re talking sturdy booth hardware, high-quality banners and reusable designs.
With a little planning and strategic budgeting, you can create a beautiful, durable display that’ll serve you for years to come.
The major trade show display elements you’ll want to budget for include:
- Booth rental fee (totally show-dependent, so make sure you know before committing)
- Hardware and materials (the actual stuff)
- The cost of putting it all together (that includes your own time! Own your value, friend.)
Lesson #3: Nail the essential elements of a show-stopping event display
What makes a trade show display design truly, paws-itively awesome? It’s all about the essentials. These pieces are your toolkit, and you’ll want to make sure each one is up to snuff:
- Backdrops (to set the stage)
- Pull-up banners (the real stand-up guys of any event)
- Table throws (because even tables need a little flair)
- Tabletop signs (for those up-close-and-personal moments)
- Brochures (for when someone really needs to know more)
- Business cards (old-school cool)
- Giveaways/swag (something to remember you by)
Design big-ticket items like banners and backdrops to last. That means sticking to your central brand visuals and messages. Tabletop signs and flyers are the less-durable, short-term pieces that change with the seasons, perfect for more campaign or event-specific marketing messages.
We’ve honed in on these tried-and-true elements over years of exhibiting and building out booths for clients. Combined, these essentials create a cohesive display. Use them all when you’ve got the space, or strategically mix and match elements depending on the event.
Lesson #4: Master the 20-10-2 rule (the visual funnel you didn’t know you needed)
What is the 20-10-2 rule? A design framework built around what people see from 20 feet away, 10 feet away, and two feet away. Let’s break it down.
20 feet away – grab their attention
From a distance, visitors see the larger elements of your trade show display design—the backdrop, the front of your table throw and the tops of your retractable banners. The goal here is to attract attention and draw people in.
- Focus on:
- What you do
- Your logo
- The overall vibe of your brand
- What you do
When they are 20 feet away, a prospective client is walking the floor and scanning the show. They are looking for alignment on products, cost and pain-point solution. Maybe they are even doing some impulse shopping or sniffing out the best treats (more on that later). So keep text in these areas big and bold, highlighting key phrases. Broadcast your personality here, and save the details for later.
10 feet away – showcase your differentiators
As visitors get closer, they’ll notice your tabletop signs and lower banner sections. This is where you can get into more specifics:
- Product differentiators
- Discounts or special offers
- Calls to action
- Any giveaways
Usually when people are within 10 feet of your table, you can really start initiating conversations with them. This is your chance to draw them in, when they’re deciding if they’re going to smile and nod (or avoid eye contact) and shuffle along, or if they are coming in for a landing. So be prepared with something really specific to say.
Two feet away – they’re in it to win it
You’ve hooked them with your big ideas and infectious enthusiasm. They’re primed to learn more.
At two feet, you have your swag, business cards and brochures. This is where the details live. Visitors are here to find out more about how you can help them. They’re going to be looking at the things they’ll take with them when they go. That’s going to be where your contact information is–website, phone number, email, perhaps a real, live contact.
This is where you would hopefully get their contact information as well for proactive follow-up. You’ll definitely want to be prepared to capture their info, even if it’s a simple QR code or real old-school mailing list signup sheet.
Lesson #5: Do better giveaways
Everyone loves swag, but not all giveaways are created equal.
To set yourself apart as top dog, focus on quality, not quantity. Instead of handing out cheap, generic items like keychains or koozies, consider offering more relevant, memorable items that align with your brand. Don’t just throw your name on a mug and call it a day—make it special and tailored to your audience.
First of all, giveaways are always an investment. When you’re crunching those numbers, it’s tempting to lean toward the cheaper items that you can give to everybody. But not everybody is your ideal client. Let’s say it again for those in the back: not everybody at the trade show is your customer.
Nobody needs another keychain. Nobody needs another koozie. What are the chances they’ll be sitting on their back porch drinking a beer with your name on a koozie and realizing, “I need to give them a call and do some business with them?” Unless you’re selling safe rides or hangover cures, this is not your medium.
Instead, focus on quality over quantity and create a tiered giveaway system. Start with low-cost, high-impact items (like custom stickers) and save your premium swag for those real, in-depth conversations. In other words, put a barrier in front of the higher-value giveaways to really make them count.
Don’t over-brand
People don’t want your phone number and website on their stuff. Over-branded swag is just going to get thrown away. More vibes, fewer CTAs.
YellowDog’s brand is very, well, dog-centered. We make that work for us in our giveaways, creating a lifestyle look rather than a walking billboard. For our high-value giveaways, like pint glasses, knit beanies, dad caps and other apparel, we let our pictorial dog logo stand alone. People don’t want to walk around with your business name literally plastered to their foreheads. An iconic dog, on the other hand, is basically the epitome of high-fashion (at least here in Colorado).
At the end of the day, people are going to remember you because you gave them something cool and useful. Not because you hit them over the head with your sales pitch.
Lesson #6: Design trade show materials for print
Now that you’ve got the strategic vision down and you’re ready to roll up your sleeves and get to work designing your trade show display, you’ll need to make sure designs are print-ready.
The major factors to consider when designing for print are bleed, margins, resolution and file format. To simplify the process, YellowDog created a whole library of downloadable templates to keep you on the right track. You can even upload your template right into Canva as the base of your design. Just remember to export your designed file as a print-ready pdf. Pretty much foolproof.
But we all know nothing’s really foolproof. If you’ve got the budget to work with a designer on your trade show materials, look for one who’s experienced in print design. (Hint: we might know someone.)
Trust me, you’ll be much better served investing in professional design than winging it and getting stuck with a useless backdrop.
Let’s put your trade show display design into action
Whether you DIY or seek out professional support, the key is to create a trade show display that works for you. If you’re ready to take your display to the next level, YellowDog is here to help.
Want to mix and match? We’ll jump in if you already have some pieces designed and need help building a cohesive package or you want to invest in the building blocks to have and run with in the future. Just give us a call or request a quote to get started.
Got your designs on lock? You can also order event essentials online.
by YellowDog.