Trade shows have traditionally been an opportunity for businesses to interact on a face-to-face level with potential customers. For now, the days of typical trade show booths are on hold but we’re confident trade shows will return and it takes time to plan for an effective trade show display. Trade shows and the event industry have always utilized innovative and attention-grabbing marketing methods. In the digital age, where mobile devices are in every hand, it is important to get and keep the customer’s attention even when their focus might be elsewhere. Rather than setting up a simple table display, businesses will need to take advantage of all the available space by communicating effectively and strategically.

Below are 5 key trends that businesses will want to incorporate into their future trade show displays to attract attention and keep it.

1. Live demonstrations and staff/representatives at the booth – Human-to-human interactions have a greater impact on the customer. As our in-person etiquette changes, we have become even more aware of how reliant we are on each other. Customers feel more connected to businesses that focus on personalizing the business-to-customer experience. Live demonstrations enable customers to have unique access to the business in ways they would not have otherwise. 
2. Cohesive branding – Branding has revolutionized marketing. This is the personality of your business and the image you want customers to associate with your business. Themes can be expressed through color schemes, fonts, slogans, logos, and more. Customers are drawn to branding because it’s familiar and it speaks to them as consumers. Branding at trade shows can be extended to marketing materials, the booth experience, and beyond. 
3. Create a customer-focused experience – It really is all about the customers and their first impression. A booth or display designed with the customer in mind will draw more attention, but also more loyalty. This is an opportunity to illustrate that you know and understand your customers. Customers are interested in how you can solve their problems or enhance their lives, but they also want to know that they are important to your business. 
4. Sustainability – This is an era where consumers have “environmental expectations.” They want to know how companies and organizations are engaging in earth-conscious behavior – how they are limiting their footprint on the world. Businesses can offer marketing materials that are upcycled, recycled, or products that serve multiple functions. Consumers, even at trade shows, want to see less waste, more usefulness. 
5. Philanthropy – If you are doing it, figure out a subtle way to take credit for it at your trade show or event.
6. Creative use of space – Within trade shows, there are many possibilities for floors, walls, ceilings, and more. Signage can make a big impact even in smaller spaces. Think back to your last trade show set up and think about what you can do differently or what you can add in terms of signage to draw attention to your booth. This is not to say that you should overload your space with signage, but rather enhance the blank canvas within the space. Aesthetically-pleasing signage is welcoming to a customer, especially in a sea of other trade show displays. Stand out amongst the competition by creating a space that doesn’t feel like every other trade show space.

At Signarama, we understand that trade shows seem like a thing of the past but we know the days of quarantine will soon pass and trade shows will return. When they do, your business needs to be ready to wow attendees with a new and improved trade show experience. 

While you wait for the return of the in-person tradeshows, think about using displays as the backdrop for your next Zoom sales pitch or onboarding video conference. It will kick it up a level and make your pitch stand out.  

These things take time to plan and execute but you’re not alone. Contact your local sign experts at Signarama – we look forward to helping you get convention-, expo-, or even camera-ready!