Trade Show Cases
The trade show cases that you get with your OEM displays aren't
always up to the task.
Display companies will sometimes spend a bit less on the display
case and a bit more on the display because after all - how important
are trade show cases?
The answer lies in the following question.
What is the impact of your (insert correct term here--booth, graphics,
LCD monitor, laptop, glass panels) arriving in a damaged state?
If you do more than 6 shows a year it doesn't take very long for
wear and tear to show up. And show up in a way that can be seen
You may have spent over $20,000 for your booth, $5,000 for custom
graphics, and $4,000 for LCD panels for a show. At this stage it
is important to take a long term view on protecting these assets
with after market trade show cases.
Since this is a specialty item it makes sense to talk to a few
suppliers and see what it is thay can offer you.
If you have standard product from the majors then you can use off
the shelf items effectively.
If you have something unique you may be looking at custom trade
And of course if you have specialy items like artwork you should
be using custom cases for sure.
Remember, the people handling your trade show cases are airlines
and trucking companies - neither is particulary noted for their
gentle nature in handling product!
Trade Show Marketing Tip
From here on in you are reading an excerpt from The
World's Most Powerful Trade Show Marketing Guide.
Booth Design – Write a Headline
What is the goal of your booth? Will it sell something for you?
Will it qualify a prospect? Will it make a key alliance?Not yet
it won't. Your booth doesn't sell, people sell.
Yet people spend time and money on the booth like it will outperform
the people in it.
In my opinion the role of the booth is twofold.
One, it should match your brand and leave a favourable impression
of the brand promise and more importantly,
Two, it should stop people in their tracks so they have to learn
more about you.
How to do that?
One overlooked way is to use headlines in the same way that direct
marketers have been doing for years. The goal of a headline is to
stop the reader long enough for them to consider that maybe; just
maybe you have something that is of benefit to them.
And that my friend is when you want to bridge from the role of
the booth to the role of the trade show staff.
The booth has done its job.
It has delivered to you a potential prospect. And they are self
They stopped because your headline was of interest to them.
Recent Trade Show Marketing News