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 by prospects.

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 show cases.

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 qualified.

They stopped because your headline was of interest to them.

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